Everything revolves around Weltwoche
Magazines: Guye Benker puts *Die Weltwoche* at the center of attention, even in its advertising.
Since its successful relaunch as a magazine almost two years ago, Weltwoche has once again become a much-noticed and much-discussed print medium. People are talking about the quality of the newspaper as well as the various events and developments surrounding Roger Köppel's editorial team. "Weltwoche is being talked about everywhere," says Christophe Guye. The Guye Benker agency now wants to take up these various discussions in a positive way and make them the actual content of its new campaign in an alienated form. The last campaign showed people with whom people would like to meet, take the elevator or meet for dinner. Of course, all these people read Weltwoche. The new campaign also features such readers. However, the Zurich agency Guye Benker no longer wants to visually focus on the readership but on the actual product in the advertising that is now running. The newspaper is literally placed at the center of the poster or advertisement - everything revolves around Weltwoche.
This ingenious twist seems to suspend all the laws of physics. People stand on their heads and surprising and deliberately irritating images are created, "which will certainly make people turn around on the street", hopes Christophe Guye.
Radical renunciation of text
For copywriter Daniel Müller, the concept of posters without text is "maximum reduction" for a word medium like Weltwoche.
The first series of subjects, which will be followed by others to match the respective seasons, was taken by photographers who also work for Weltwoche - Ruth Erdt, Maurice Hass, Tom Haller, Andri Pol and Helmut Wachter. "The quality of the photos also conveys the image of Weltwoche - a high-quality approach to images," says CD André Benker.
The subjects appear in all Jean Frey Verlag publications as well as in third-party titles such as Facts.
Weltwoche Guye Benker turns the world upside down - and the weekly paper into the center of the action >> page 9
This ingenious twist seems to suspend all the laws of physics. People stand on their heads and surprising and deliberately irritating images are created, "which will certainly make people turn around on the street", hopes Christophe Guye.
Radical renunciation of text
For copywriter Daniel Müller, the concept of posters without text is "maximum reduction" for a word medium like Weltwoche.
The first series of subjects, which will be followed by others to match the respective seasons, was taken by photographers who also work for Weltwoche - Ruth Erdt, Maurice Hass, Tom Haller, Andri Pol and Helmut Wachter. "The quality of the photos also conveys the image of Weltwoche - a high-quality approach to images," says CD André Benker.
The subjects appear in all Jean Frey Verlag publications as well as in third-party titles such as Facts.
Weltwoche Guye Benker turns the world upside down - and the weekly paper into the center of the action >> page 9
Weltwoche advertising: The product at the center.
Sophisticated turn: The Weltwoche world is upside down.
Andreas Panzeri
