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A tote bag is celebrating its tenth anniversary.

It’s very rare for an advertising medium to be used for more than a year or two. That makes it all the more remarkable when an idea remains relevant for over 10 years. This is the case with Migros’ non-food shopping bags, which have been in use unchanged since 2002. They were launched by Weber Harbeke Partners.

This consistency speaks to the quality of the idea. The strategic approach: Migros’ positive image in the food sector is extended to the (at that time still) less prominent non-food sector. To achieve this, non-food items were presented as if they were food products. At first glance, you see scampi, ice cream, a roulade, or a salad, but upon closer inspection, you discover a wall plug, a tennis ball, terry cloth towels, and a green T-shirt. Thanks to this strong visual concept, the bags can be used from Basel to Lugano and from Geneva to Romanshorn without needing to change the language. 

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The Many Faces of Art

«Mummenschanz with Its Many Faces—An Art Project for You and Me» is the name of a project by Mummenschanz that is now launching alongside their theater tour. Starting now, visitors to 27 shopping centers can create their own faces—happy, sad, contrite, old, and young. The artwork can be digitally captured, and participants can have their contribution emailed to their home. The dates and the schedule of the event can be tracked on a website set up specifically for this purpose.

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The World Press Photo 11 exhibition has opened at the Papiersaal in Sihlcity, Zurich. Keystone is presenting the traveling exhibition in Switzerland. CEO Jann Jenatsch is looking forward to a true forum.

WW: In conjunction with the World Press Photo exhibition, Keystone is also launching the new Emphas.is portal. What is it all about?
Jann Jenatsch: With this exhibition featuring the best press photos, we aim not only to reach as wide an audience as possible, but also to provide an opportunity to engage with photography. Jodi Bieber was our guest at the opening, where she spoke in person about the story behind her winning photo of Bibi Aisha. At the Photo Night on May 28, former award winner Nina Berman will speak about her latest project. The third event on May 18 is dedicated to the launch of Emphas.is in Switzerland. Emphas.is is the first crowdfunding platform for photojournalism. The international press—from The New York Times to Le Monde and the BBC—describes Emphas.is as a radical innovation in the financing of photojournalism. Here’s how it works: Selected photojournalistic projects are presented by Emphas.is; you can learn more about them and—if you like the project—support the report if you wish. With as little as a 10-franc investment, I can participate as an individual and become part of the project community. A glossy magazine can also support the project and, for example, secure the right to publish the material first. Once the budgeted amount is reached, the project is carried out. However, if the required amount is not reached, the project will not be carried out. So it is this project community—and not the editorial staff of a glossy magazine—that decides whether the project will be realized or not. So it’s no longer just the media that determines what readers want to see, but a larger community—people who are interested in this photographer or this topic.

What role does Keystone play in this process?
My vision for photography is to provide a platform within the World Press Photo framework to showcase the most compelling projects and works possible. Following the successful international launch of Emphas.is, we have now taken on the patronage for Switzerland. We provide the framework to draw attention to this innovative project here. However, this is only possible thanks to the commitment of our sponsors. I am pleased that we have secured Bank Baumann & Cie. Banquiers, for example, as a sponsor for a long-term partnership.

The world of professional photography is undergoing major changes. What are the trends?
It’s the same as in other fields and even in society at large: small and medium-sized businesses are dying out or being pushed out. On the one hand, the trend is moving toward extreme professionalism with highly sophisticated photography. On the other hand, a kind of “everyday photography” is booming, with more and more people taking their own pictures with digital cameras. This is often more about capturing images than actual photography, and it’s also reflected in an extreme drop in prices. This is a concern not only for us but also for many freelance photographers. Many are working under conditions that no longer cover their costs. Only the good and the best are making it. We are in a phase where the wheat is once again being separated from the chaff.

How can Keystone respond to this development?
We strive to be active in both sectors. We go to great lengths to offer high-quality photography—both in terms of our own images and in distribution, where we work with the best partners. We want to help ensure that the language of photography can continue to evolve. Major players like Getty Images are growing rapidly and are increasingly dominating the market. Such agencies also contribute to the decline in prices. Their influence is global. We counter this by positioning ourselves as a Swiss agency—a kind of niche player.

How significant has video become in Keystone's portfolio?
We got involved because we see ourselves as a visual media provider. Video is a must these days. We have a fantastic joint venture partnership with AWP Finanznachrichten. Together, we’ve managed to establish our offering in the market over the past 18 months, with news and business interviews as our two main pillars. We’re a serious player on the right track, and we aim to be in the black by the end of 2012. Interview: Andreas Panzeri
 

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This time, the *Werbewoche* editorial team took notice of the marketing campaigns for the world's smallest bird and for Edi.

Edi, the First
Films can now be submitted for the Edi once again. To highlight Swiss culture while also amplifying the annual drama of the competition between film production companies and directors vying for this important trophy, Cavegnwerbung has drawn on the analogy of major Swiss wrestling matches. After all, here too the big questions are: Which director will defeat which competitor, who will make it to the top and be crowned king of the evening?
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Tweeting for a Good Cause
In Cuba, the zunzúncito is known as the smallest bird in the world. This delicate creature is also seen as a symbol of a child’s vulnerability. That is why “Zunzún” is also the name of a new nonprofit organization in Switzerland. The organization supports young people from Cuba. Hesskisssulzersutter is handling the communications for the initiative.
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This time, the Werbewoche editorial team noticed two new apps—one for festivalgoers and one for hungry folks.

Six Festivals on the iPhone
It’s easy to lose your bearings at an open-air festival. But now it’s even easier to find your way back—thanks to Swisscom’s «Open Air Buddy.» With this app, festivalgoers can always see which bands are on stage, where to find the best Thai curry, and how to track down friends they’ve lost sight of. The app is the final piece of the «Are You Open Air» campaign, through which Swisscom is supporting six major festivals, with advertising by Jung von Matt/Limmat.
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«What are we having for dinner today?»
An iPhone replaces the menu. Thanks to a new app from Lunchgate, users can see which lunch specials are available in their area. With just a few clicks, you can see not only the type of cuisine—vegetarian, home-style, Mediterranean—but also the exact menu, the distance to the restaurant, and even photos of the location. You can call and make a reservation directly from the restaurant’s profile. Or you can get directions on the map. Learn more at Lunchgate.com.

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This time, the *Werbewoche* editorial team took notice of the new Barry beer as well as a new service for advertisers.

Barry's New Little Barrel
Barry is arguably the most famous St. Bernard. He lends his name to the new Barry beer from the Müller Brewery in Baden. In return, the brewery has committed to donating 50 rappen to the «Fondation Barry» for every 10-pack sold. For the past five years, the foundation has been caring for the 32 dogs—who have saved the lives of over 40 people in the past—that are still with them today. Barry beer is available at Coop in Northwestern Switzerland as well as at all Manor stores. This lager is lightly hopped but full of character—just like a real St. Bernard.
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New Service for Advertisers
Ökopool is the green advertising consortium of WOZ, Hochparterre, Nebelspalter, and Surprise. It reaches 489,000 people interested in environmental issues all at once. The advertising director is Kilian Gasser. Ruf Lanz is responsible for communicating the pool’s strengths. The ads show how Ökopool disposes of the «quirky» promotional gifts that are often given out by other media outlets.

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What caught my attention this time was the Aargauische Kantonalbank’s new brand identity, as well as a new audio announcement playing on the tram.

Newly Discovered Sites in Aargau
Aargauische Kantonalbank has a new brand identity and is showcasing it with a new campaign. The campaign was designed by Glutz Kommunikation. The overall visual impact, combined with the chosen color scheme, is intended to foster a stronger sense of connection to the bank and the region.
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New Media Plays on the Tram
In close collaboration with VBZ TrafficMedia, Publicis is promoting the Box Club Zürich with a powerful hook. They designed a sticker for the floor of a tram. When stepped on, it sounds like a boxing bell or the sound of ordering a round of beer. An audible reminder that Amboss is also a sponsor behind the initiative. The stickers can also be found in relevant bars.

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This time, *Werbewoche* took notice of some daring brewers and a campaign by the Kunsthaus Zürich to mark its 100th anniversary.

Courageous: Brewers Warn Against Alcohol
There’s no shortage of advertising that stops at nothing. It’s a testament to courage and image-consciousness when companies or associations run campaigns that go against their own interests: In Germany, the initiative «Prevention Out of Love for the Child» is currently advocating on posters and online for a complete abstinence from alcohol during pregnancy. The campaign is supported by the German Brewers’ Association and the Foundation for Children with Disabilities.
The background to this campaign is sad: Every year in Germany, 3,000 children are born with fetal alcohol syndrome (FAS) because their mothers consumed alcohol during pregnancy. In Switzerland, the incidence of FAS is estimated at 0.5 to 2 cases per thousand newborns. Affected children experience stunted growth, have a smaller head circumference, and exhibit facial abnormalities, such as a short, flattened nose, a lack of a groove between the upper lip and nose, and small eye openings. In addition, these children suffer from damage to the central nervous system and exhibit behavioral disorders and cognitive deficits.
The cross-media campaign features posters, postcards, and e-cards with the slogan «Pregnant? Blood alcohol limit: 0.0.» In addition, a website has been launched with further information on the effects of alcohol during pregnancy. The poster is included with trade publications such as «Frauenarzt» and the «Deutsche Apotheker Zeitung.» «With our initiative, we want to start where women want to learn more: at their gynecologist’s office,» says Wolfgang Burgard, president of the German Brewers’ Association. www.praevention-aus-liebe-zum-kind.de
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Surrealism in Art
To mark its 100th anniversary, the Kunsthaus Zürich commissioned short films from an advertising executive, an artist, and a filmmaker. The three works are intended to present different perspectives on the museum and its surroundings. For the advertising segment, freelance creative director Ralf Kostgeld took up the camera. His work, «Chez toi,» is a metaphor for art consumption and thus literally dramatizes the «enjoyment of art.».

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This time, *Werbewoche* took note of the graduates of the Media Manager course at the Swiss Press Media Institute, as well as an ideas competition designed to promote the Swiss National Music Festival in St. Gallen.

Top Grade for Festland
The Swiss National Music Festival will take place in St. Gallen in June 2011. The organizers are holding a public ideas contest to raise awareness of the event. The concept that resonated most with the jury was «Auftakt»: two enormous eighth notes constructed from an old double gas tank near the music stage. The winning idea was conceived by the Festland agency in St. Gallen.
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Media Manager 2010
The following individuals have successfully completed the Media Manager course at the Swiss Press Media Institute: Andrea Bütler-Hufschmid, Neue Luzerner Zeitung AG, Roman Häring, Publicitas Publimedia AG, Christian Hug, Pfister AG, Henrik Jasek, Publicitas AG, André Dummermuth, Publicitas Publimag AG, Tanja Laube, AZ Medien AG, Roman Spirig, Radio Central, Sabrina Wägli, Axel Springer Schweiz AG (from left). Not pictured: Ruedi Minger, Verlag Finanz und Wirtschaft AG; Harry Stöckler, rva Druck und Medien AG. Werbewoche extends its congratulations!
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This time, *Werbewoche* took notice of a charming customer magazine and a website that aims to make family life easier.

A charming magazine
According to the announcement, a new customer magazine from the Sympany Insurance Group aims to «put readers at the center.» A commendable idea, since hardly anyone else is likely to read the magazine. After winning a pitch, Crafft Kommunikation developed the concept for the new «live» in collaboration with Sympany and completely redesigned the magazine. It provides space «for stories about and for customers.» Each issue features a main theme; in the first issue, it’s the trending sport of bouldering. The magazine is published four times a year in two languages with a circulation of 140,000 copies.
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After work, my family is waiting for me
The website www.familienleben.ch aims to make family life easier. Here, users can register and find daycare centers and nurseries, share hiking suggestions, get health tips, or discuss parenting challenges with bloggers. Carpe Media is promoting the portal through a campaign by Gothuey & Partner using flyers and postcards.

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This week, the editorial staff at *Werbewoche* took notice of one of the oldest employees at Zurich's Hallenstadion, as well as an egg-cracking contest on Facebook.

Much Ado About Nothing—Now
He is one of the oldest and most loyal employees at Zurich’s Hallenstadion. For 70 years, he’s put up with everything and taken a lot of abuse. As of May 1, however, his services are no longer needed. The ashtray is being retired, and the entire Hallenstadion is going smoke-free. The Departement agency is shedding one last creative tear for «Äschi.».
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Easter is coming up again soon
The traditional egg-tapping ritual is sure to be a fun tradition in many Swiss households again this year. To celebrate, Blue Spirit has created a virtual egg-tapping contest for Marionnaud on Facebook. The app lets users choose their own egg and challenge friends to a lively competition. For every duel won, users earn points that can then be redeemed as discount coupons in the Marionnaud online store or at Marionnaud stores. The app can be accessed directly at Facebook.com/Marionnaudswiss and is linked to other social media channels.

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This time, *Werbewoche* took note of the launch campaign for EgoKiefer’s new line of windows, as well as the new editorial rhythm of the satirical magazine *Nebelspalter*.

Eager for Ice Cream to Help Fight Climate Change
If you want to survive in the Arctic, you have to be really good at it. Polar bears, penguins, and arctic foxes, for example. And to prevent these animals« habitat from melting away even further, we need to reduce our energy consumption. The Swiss window and door manufacturer EgoKiefer is also really good—because with its new high-tech »AllStar” window line, it reduces energy loss through windows by up to 75 percent. This gave the Freicom agency the idea to feature polar bears, seals, and kingfishers as the focal point of the launch campaign for EgoKiefer’s new window line. For the campaign, light artist Gerry Hofstetter traveled to the Arctic and projected photos of these masterful animal survivors onto icebergs. In just six months, Freicom developed the campaign’s visual identity and produced a new brochure concept, numerous printed materials, and EgoKiefer’s exhibition at Swissbau 2010.
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Nebelspalter with 10 special issues
The Swiss satirical magazine *Nebelspalter* is doubling the number of its annual issues and, with ten additional issues, shortening the wait between main issues. With this new schedule, *Nebelspalter* is responding to the widespread demand for more timely political satire, cartoons, and commentary. Nebelspalter has a circulation of 80,000 copies. The first «Extra» issue will be published on February 18.

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This time, *Werbewoche* highlighted five books, including ones on controversial posters in Switzerland, strategic idea management in marketing, advertising, media, and design, and «Artistic Research.».

Illegally Good
Controversial posters provoke and shock—and stick in people’s minds. Too much bare skin, statements critical of religion or politics, or other missteps divide public opinion and often result in a ban. This book brings together subjects that were controversial or banned in their day into a richly illustrated collection. The posters are organized chronologically, contemporary reactions are described, and background information is provided. The compilation is supplemented by information on controversial art, music, and literature. Readers also learn about the legal regulations and guidelines governing poster display in Switzerland and how other countries deal with controversial topics depicted on posters. The volume accompanies the exhibition of the same name by the Basel Poster Collection at the Basel School of Design (through the end of January 2010).
Rolf Thalmann: Not Like That! Controversial Posters in Switzerland, 1883–2009, 256 pages, 58 francs.

Ideas in Book Form
Everyone is creative and capable of coming up with good ideas. But to do so, they must learn how to awaken and capture dormant ideas. This idea book aims to inspire readers to discover new ideas, write them down, and put them to use in their daily lives. The book includes more than sixty chapters on creativity, as well as numerous quotes from luminaries such as Albert Einstein and IKEA founder Ingvar Kamprad. At the end of each chapter is a practical exercise designed to help readers tap into their creative resources. Blank pages in the book also encourage readers to jot down their own ideas, observations, and sketches.
Fredrik Härén: The Idea Book, 304 pages, 51 francs
Attention: Free Gifts! The first three people to send us an email will receive a free copy of our idea book. Simply send an email with your address and the keyword «Idea Book» to [email protected]. You can also order the book through us this way.
Art Comes from Research
«Artistic research» is a new discipline in which artists act as researchers and present the results of their investigations in the form of artistic works. This practice is now well established at European art schools and is gradually gaining traction in the research community. How does artistic research differ from «mere» art? What contribution can it make to the worlds of art and research? These questions are addressed by musicians, visual artists, designers, writers, and performance experts from Australia, Germany, the United Kingdom, the Netherlands, Norway, Sweden, and Switzerland.
Zurich University of the Arts (ZHdK) et al.: Art and Artistic Research, 464 pages, 49.90 francs

Breaking Down Mental Barriers
The new book by bestselling author and creative coach Mario Pricken, *Clou*, advocates for strategic idea management in marketing, advertising, media, and design. This richly illustrated volume dispels the myths of the bubbling wellspring of ideas and the one true, great idea, and uses more than 180 examples to illustrate the importance of a strategic approach to ideas. Those who let go of the irrational desire to avoid the mistakes they will make in the future can pursue flashes of inspiration with greater energy. Pricken analyzes creative culture and leadership in the creative industry, explains how to build a creative department, how to lead creative teams to consistent peak performance, and what perfect collaboration between client and contractor looks like.
Mario Pricken: Clou. Strategic Idea Management in Marketing, Advertising, Media, and Design. How Innovative Think Tanks Harness the Alchemy of Creativity, 320 pages, 83 francs

Three Wishes at Once
What does it mean when a director demands precision? And what if a painter wants to be precise? How does music become light, and what makes it mathematics? When does a heart surgeon act consistently, and when does a conservator? Artists, molecular biologists, musicians, physicians, and conservators discussed such questions between 2005 and 2007 at three symposia organized by the «Bern Institute for Transdisciplinarity Y.» To ensure that these fascinating contributions to the discussion are not lost, this three-volume book brings together all opinions and statements on the three qualities—precision, lightness, and consistency—as well as observations on their manifestation in art and science.
Florian Dombois et al.: Precise. Simple. Consistent. A Triple Encounter Between the Arts and Sciences, 240 pages, 38 francs

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Among other things, *Werbewoche* took note this time of a new study by Neo@Ogilvy that analyzes the factors contributing to success for online marketers.

Kilian Gasser is reorganizing
Freelance advertising account executive Kilian Gasser has founded a limited liability company (GmbH) under the name «Kilian Gasser Medienvermarktung,» based in Altdorf, to replace his previous sole proprietorship. As part of the reorganization, the corporate design was revamped by illustrator and graphic designer Samuel Jordi, and the two websites, Kiliangasser.ch and Medienvermarktung.ch, were completely redesigned and implemented by media designer Barbara Hiltbrunner Bissig. Gasser continues to manage accounts for the WOZ, including the Ökopool office, the Unia member newspaper *Work*, and the magazine of the Tenants’ Association. Starting in 2010, he will also manage *Zeitlupe* for Pro Senectute together with Adelheid Kaegi.
The Compass Points the Way to Success
A new study by Neo@Ogilvy analyzes the factors that contribute to success for online marketers. To this end, the researchers surveyed relevant companies in Switzerland, Germany, and Austria. The study reveals that price competition is gradually losing importance. Greater emphasis is being placed on quality and the use of innovative technologies.

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This time, *Werbewoche* took notice of a promotional stunt by the small company Smeyers, as well as the current Pro Juventute campaign.

Where Advertising Isn't Just Any Old Thing
Eight people, four branches, and countless ideas—that’s Smeyers. The small real estate management company turned heads at SME Day in St. Gallen with a zesty marketing stunt: a tube of mustard topped with the tagline, «If you care about your real estate portfolio, we’d be happy to add our two cents.» That really hits the spot. As is well known, people from St. Gallen don’t mess around when it comes to mustard—at least not near their bratwurst. This biting campaign is therefore likely to stick in their minds even more than it does with the average bratwurst eater. www.smeyers.ch
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Fundraising Campaign and Practical Help for Teenage Problems
Contemporary issues facing children and adolescents are brought to life in the latest campaign for Pro Juventute. The campaign was created by the agency Effac for Communication. It depicts bullying, computer addiction, and sex in the settings where they occur, using a striking visual language. The question posed in each scenario—addressed directly to the viewer—is answered by the tagline «Here for you!».

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This time, *Werbewoche* took notice of the Bern advertising newspaper as well as a campaign by the Zurich-based agency Prime for the Engadin St. Moritz Mountain Railways.

Self-promotion is the order of the day
Everyone does what they can. An advertising agency, for example, runs ads. However, of the roughly 180 studios in the greater Bern area, only the most prominent ones continue to participate in the Berner Werbezeitung. This special industry publication appears as a supplement in the Berner Zeitung (BZ) and Der Bund with a circulation of 130,091 copies, as well as in some issues of Werbewoche. In cooperation with the Bern Advertising Club, a special issue providing background on current trends and news has been produced, which will also be distributed specifically at the Bern Marketing Day on October 27.
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A prolonged high in the Engadin
The Zurich-based agency Prime was commissioned by Bergbahnen Engadin St. Moritz to develop a poster design that is quick and easy to understand and promotes the three areas—Corviglia, Diavolezza, and Muottas Muragl—along the drive to St. Moritz. The roadside posters create a new visual landscape and, in the headline «Thrill to the Power of Three,» bring together the mountain panoramas of all three areas.
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This time around, *Werbewoche* took notice of posters promoting a good cause, as well as positive coverage of the Zurich Film Festival.

Highlights from the Zurich Film Festival
The celebrities at this year’s Zurich Film Festival made headlines in various ways. Peter Fonda’s appearance was certainly a positive one. The «Easy Rider» rode through the city with a dozen bikers, promoting Médecins Sans Frontières and generating goodwill for the organization. Later, he made an appearance on the red carpet wearing an «I Have MSF» T-shirt. The agency Rod was behind the campaign.
Posters for a Good Cause
Thanks to its social impact and widespread presence in public spaces, the poster is an ideal medium for conveying social messages to the public. This year’s fall exhibition in the poster gallery of the Museum für Gestaltung in Zurich focuses on messages of global significance and ethical importance. On display are posters from the last 30 years, with an emphasis on Swiss posters. All the subjects call on viewers to take responsibility for our planet. Behind these messages lie not only a wide variety of clients, but also motivations and intentions that differ greatly from one another. Posters created by individual artists on their own initiative are generally committed to raising awareness and aim to bring about a shift in mindset. Posters commissioned by organizations and aid agencies, on the other hand, are intended to prompt direct action by calling for monetary donations or other forms of direct engagement. The rhetoric of compassion often takes center stage, as can still be seen at the museum through January 10.
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Exxtra Kommunikation has developed a contest for Migros’ mineral water brand. Ads and point-of-sale materials draw attention to the contest leaflet on the bottle. Werbewoche also noted a new special tram in Zurich, which is intended to shed light—for once—on the daily work of engineers and their achievements.

Water Wheel Becomes Wheel of Fortune
Exxtra Kommunikation has developed a sweepstakes for Migros’ mineral water brand. Ads and point-of-sale materials draw attention to the contest leaflet on the bottle. Participants can win a vacation in Valais, where Aproz has its source. In collaboration with Futurecom, an online game was created for the contest. After entering the prize code from the leaflet, participants can try their luck by spinning a virtual bottle.
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Educational Tram Rides
Christinger Partner is getting engineering services up and running. Most of the time, these female inventors and technical specialists work behind the scenes. To shed light on the day-to-day work behind their achievements for once, a new special tram is now running through Zurich. The Engineering Tram explores five thematic areas: construction, mobility, energy, the environment, and water.

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This time, *Werbewoche* took note of a check presentation and gummy bears as a remedy for alcohol and garlic breath.

The Association of Swiss Publishing Professionals Presents a Check
A raffle was held this year as part of the boat cruise organized by the Association of Swiss Publishing Professionals. Thanks to the generous VSV members and the attractive Apple prizes sponsored by Data Quest, the impressive sum of CHF 3,500 was donated to Swiss Childhood Cancer Aid.
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Goodbye, garlic—the smell really stings
Anyone who rides the tram regularly knows what I’m talking about: bad smells can sometimes be painful. Whether it’s sweat, perfume, garlic, onions, or alcohol—odors can amount to assault. Smelling other people is unpleasant, and being smelled by others is just as bad. It’s a really awful feeling to have to hold your breath after a delicious pasta meal so the person sitting next to you doesn’t have to get off at the hospital. It’s also awful to be wafting a heavy, colorful cloud of odor in front of you after a boozy evening. The company St. Sin is now coming to the rescue in this predicament. At Suisse Emex 2009, it handed out gummy bears to combat garlic breath and glucose candies to combat alcohol breath. The products have been scientifically tested. Finally, we can ride home with various types of breath with a clear conscience. On the tram, of course! Only a prankster would think anything bad of that.

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Saatchi & Saatchi has developed a creative concept for an integrated «Back to School» campaign for its new client, Manor. At the heart of the campaign is a clear idea that plays a formative role in the lives of schoolchildren.

Lockers Reloaded
Saatchi & Saatchi has developed a creative concept for an integrated «Back to School» campaign for its new client, Manor. At the heart of the campaign is a clear idea that plays a defining role in the lives of schoolchildren: the locker. Building on this, the agency developed not only the «style and feel,» as Creative Director Jürg Aemmer explains, but also contest ideas, interactive games, and a downloadable class schedule. «Achieving such an integrated result—from POS to online to traditional media—requires new models of collaboration,» says strategist Pascal Schaub with conviction.
Saatchi & Saatchi and Manor found the solution in having resources from both sides work very closely together from the very beginning—the British call this a «fluid organization.» You could also say it’s about learning with and from one another.
With an eye toward the future, Manor’s brand identity was implemented in a consistently integrated manner. This was only possible because all disciplines worked together across boundaries—without departmental silos—toward the same vision. From Visual Factory, which handled the window displays, to the brand managers, and on to the online specialists. Those involved agree: the model has passed the test. Further implementations by Saatchi & Saatchi and Manor will follow.
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Switzerland: Fold It Yourself
Since mid-August, four new «Only an Ad Can Do That» themes have been appearing in about 100 newspaper and magazine titles: the ads «The Primer,» «Short and Sweet,» «Globi,» and “Schweizer Brauchtum,” each featuring folding instructions. If you follow the instructions, the half- or full-page ad transforms into a handy little booklet in Reclam format that showcases the power of advertisements. The idea comes from Silvio Seiler of Wegelin & Co. Private Bankers. He had won the Swiss Press Association’s competition earlier this year. Together with the five ad concepts from the other winning team, the association will be running a campaign through the end of the year featuring nine ad concepts in various sizes and language versions.

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This time, *Werbewoche* took note of Ackermann-Versand’s new logo, the new Familienleben.ch website, and a mailing created by Wapico.

Ackermann's New Clothes
One swallow doesn’t make a summer—but it does bring the new fall and winter fashions right to your door. Get dressed in a flash. That’s the message Ackermann-Versand wants to convey with its new logo, which features an abstract red swallow. «Whether by catalog or online: The items you order »fly’ straight to your home,” explains Karin Müller from Ackermann-Versand’s press office. In addition to fast delivery, the swallow also symbolizes the mail-order company’s clear commitment to Switzerland: it bears a Swiss cross on its wing. The St. Gallen-based agency Kremer und Konsorten brought the little bird to life.
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Who wants to play with me?
Platforms are the modern-day village wells—and the new Familienleben.ch website aims to establish itself as just such a meeting place in the future. On the platform, modern families can find targeted information, support, opportunities for exchange, and networking in their region to make everyday family life easier. The editorially managed online medium, which features a service platform and Web 2.0 elements, was launched by Carpe Diem and already has numerous partners.
Space Travel in Fribourg
Just in time for the 40th anniversary of the Apollo 11 moon landing, Wapico has created a fitting mailing campaign for its client, La Liberté. The Bern-based agency isn’t just sending the winners of a contest to the moon—it’s sending them all the way to Mars. This isn’t an April Fools‘ joke in the middle of summer—15 nights for two to six people in a futuristic space capsule are actually up for grabs. The capsule, built by Agence d’Architecture in Paris, awaits its guests in a field near Fribourg.
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The Swiss Paralympic Committee has been working on a new brand identity for a few weeks. Also noteworthy is the Werbewoche contest organized by Swiss Bankers on the travelcash.ch website. Contexta and atfront are taking visitors on a virtual trip around the world with a Travel Cash Card.

Higher, farther, faster
The Swiss Paralympic Committee has been working on revamping its brand identity for the past few weeks. This includes a new logo. The House of Sports in Bern sought advice from Daniele Waldburger Consulting on communication and strategy. The new design was created by Meier Media Design. The first publication to feature the new look will be the current annual report, due out at the end of June. The SPC supports athletes with physical and sensory disabilities and is responsible for the Swiss national team at the International Paralympic Games, as well as for selecting top athletes with disabilities for the World and European Championships.
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Postcards from Around the World
Traveler’s checks will soon be a thing of the past. The future belongs to the Travel Cash card. With this plastic money from Swiss Bankers, you can travel safely on trips and vacations—all over the world. That’s why Contexta and atfront are sending visitors to the website www.travelcash.ch on a virtual trip around the world. The goal of the online game: to travel all the way around the world using the balance on a Travel Cash card. Stage by stage, players answer questions from all over the world and discover more benefits of this handy card. If you get everything right, with a little luck you can, of course, win a card with a nice balance.

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Don't wait any longer, man
Special beers for friends and connoisseurs are brewer Martin Wartmann’s answer to the monotony of canned beers. «Let’s jump right in with a special ad,» says Hesskiss. A «Schtange hell» is a thing of the past. Today, people are enjoying the series of exclusive Wartmanns numbered 1, 2, 3, and 4. These are beers «that aren’t brewed to suit the tastes of Mr. and Mrs. Average,» as the agency has confirmed.

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Striking

Among other things, *Werbewoche* noticed an advertising magnate on stage and the Art Directors Club's new yearbook this time around.

The Passion of the Most Creative
In January, the Art Directors Club honored the outstanding advertising campaigns of the past year. Now, the ADC is presenting the winning entries in its new yearbook. Across 304 pages, the book showcases all the campaigns that were particularly successful last year in terms of strategy, concept, and execution. The book was conceived and designed by Creative Director Bene Abegglen and Art Director Patrick Fawer at Contexta. According to its creators, the book «is about passion, inspiring stories, and people who take risks to achieve great things.» The yearbook is published by Werd Verlag. Until August 31, you can order it there at the subscription price of 118 francs instead of 148 francs at [email protected].

Advertising Baron on Stage
Rolando Baron likes things to be a little out of the ordinary. To present not only his new agency, Büro Baron, but also his ideas for unvarnished and captivating advertising to potential clients, the art history graduate, copywriter, and concept developer took the stage for a week at the Riffraff neighborhood cinema—for a live commercial segment between the ad and the start of the film. Baron’s idea: to use his own brand to demonstrate what a skillful corporate presentation looks like. «A company has to step up and simply say what’s what, even without flashy images,» Baron pointed out shortly before the movie started. At a time when various bubbles are bursting, Baron is making a name for himself through authentic communication. So far, it’s mainly advertisers and the media who have taken notice of his campaign. But Baron firmly expects that clients will soon want to use his help to get their brands talked about as well.

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It's not just for the bedroom
Advertising is everywhere—now even on airplanes, in tents, on sailboats, and next to your bed. Starting next week, the new visuals for the «That Can Only Be an Ad» campaign will catch your eye everywhere you look. The idea for the Swiss Press Association’s image campaign came from Bettina Klossner and Laurie Morard. Earlier this year, they won the competition in which the association annually selects the best ad ideas from up-and-coming creatives. The campaign runs through the end of August.

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Among other things, *Werbewoche* noticed an SBB campaign in the free newspaper *Blick am Abend*. «Masturbate for half price» was proclaimed there—with more or less effective advertising results.

Step by Step Toward Long-Term Success
This takes Isostar a big step forward! With Viktor Röthlin, the European marathon silver medalist, the brand is currently running a national campaign with a fresh new look. The Winterthur-based agency +söhne Werbung was commissioned to create this campaign for Wander. The team at +söhne collaborated with their network partner and photographer Gian-Paul Lozza on the project. The landscape was shot in South Africa. The blur effects featuring Röthlin were filmed in Zurich.
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Bern's Cultural Exports
The Bern-based advertising and communications agency Wapico has won the contract for the Théâtre de la Cité Internationale in Paris in a competitive bid. Despite facing stiff international competition, the Swiss agency came out on top. The first posters have now been put up, and a cross-media campaign is also promoting the newly launched theater. More of Wapico’s work can be found at theatredelacite.com.

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The Media Strategy of the Newspaper Defamers
There are no limits to shamelessness when cash-strapped media agencies increasingly pressure struggling newspapers to publish even the most outlandish ramblings of their creative staff. «We’re young and need the money,» is the excuse they give. But the fact that this kind of prostitution eventually leaves its mark became clear to the attentive reader last Friday with a glance at the Abend newspaper. “Masturbate for half price” was proclaimed here with more or less effective advertising flair. The source of this sexual harassment was the SBB. But perhaps this placement wasn’t intended as creative advertising at all, but simply as revenge. The commuter papers are polluting the trains. In return, the SBB ruins the layout. The text is punched full of holes, the photo is… Long live the freedom of advertisers—because it may continue to guarantee us at least a little bit of the freedom of the press we once had. (pan)

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Among other things, *Werbewoche* noted a guide to the design and fashion event «Kreislauf 4 + 5» and a campaign for natural gas.

Smoke Signals of the Times
People who smoke behave illogically. That’s the message—for those who haven’t noticed yet—of the Swiss Federal Office of Public Health’s (FOPH) nationwide tobacco prevention campaign, which was conceived and implemented by the Zurich-based agency By Heart/cR Kommunikation. Ten TV spots and seven print ad campaigns in German, French, and Italian aim to encourage smokers to quit and reinforce non-smokers« decision to stay smoke-free. With the help of this campaign, that could work—and, given the harm caused by smoking, it’s »actually logical.” No wonder the cigarette is now on the decline.
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The Designers on Langstrasse
The «Kreislauf 4 + 5» design and fashion event will take place for the third time on the weekend of May 9 and 10. Together, more than 70 designers, studio owners, and shop owners along Langstrasse will be showcasing their work. Part of the project is an illustrated guide that provides comprehensive information about the design scene in Zurich’s city districts 4 and 5. Many creatives are based not in central, high-traffic locations, but in neighborhoods with more affordable rent. The multicultural Langstrasse neighborhood is highly valued by designers and considered a source of inspiration.

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Natural Gas for Greater Climate Protection
Following its successful launch last year, the new natural gas campaign is entering its second phase. Once again, it highlights the environmental and economic benefits of natural gas. The campaign operates on two communication levels: Broadcast, featuring TV spots, print ads, and rail posters; and narrowcast, featuring banners and classified ads for investors placed in the real estate sections of newspapers. Interview-style advertorials also play an important role. The account is managed by Matter & Gretener.

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Among other things, *Werbewoche* noticed a special ad for the Zurich City Police. Featuring a pair of pink handcuffs as the visual, the ad welcomes the more than 100,000 guests expected to attend Euro Pride.

Rose-Colored Glasses
This summer, Europe’s gay community will once again celebrate EuroPride, which—following events in Stockholm and Madrid—will take place in Zurich from May 2 to June 7, 2009. Werbeanstalt Schweiz AG has designed a special advertisement for its client, the Zurich City Police, that truly deserves the title «image-building for the police.» Featuring a pair of pink handcuffs as the visual element, the ad welcomes the more than 100,000 guests expected from Switzerland and abroad. The message: «We ensure safety so that Zurich remains a cosmopolitan and tolerant city.»
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Heaven Can Wait
Anyone who has ever witnessed a serious car accident won’t forget those images anytime soon. Rega’s new commercial capitalizes on exactly this effect. Pius Walker’s agency brings this very situation to life through the unusually gripping perspective of a young boy. For 90 seconds, we sit on the edge of our seats in the theater, holding our breath with him as we fear for a girl’s life. The film is accompanied by the gentle sounds of Jonas Bjerre. It was directed by Martin de Thurah for Academy London. The message: «One in twelve people will rely on Rega at least once in their lives.»

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Two Perspectives
The new WOZ advertising campaign features prominent figures on the world stage as seen through the eyes of opposing interest groups. Naturally, these groups have very different perspectives. The newspaper’s tagline sums it up: «Form your own opinion.» To make a portrait look completely different depending on the viewpoint, the creatives at Spillmann Felser Leo Burnett used an optical trick. When looking at faces, people primarily focus on the shape of the eyelids and lips. If I rotate the lips and eyes in an upside-down portrait, the human eye cannot detect this error. Only when the image is rotated back does the discrepancy become visible. This way, the very same image can suddenly appear completely different—for example, from the perspective of American banks versus that of Swiss banks.

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Striking

Among other things, *Werbewoche* took note of the «Save the Federation» committee, which remains active and even plans to launch another supporting organization in May. Among its well over 13,000 members to date are numerous celebrities, such as Kuno Lauener, the lead singer of Züri West.

Powerful Voices
What does the future hold for Bern’s media scene? The «Save the Bund» committee remains active and even plans to launch another supporting organization in May. Among its well over 13,000 members to date are numerous celebrities, such as Kuno Lauener, the lead singer of Züri West. If on the site Save-the-federation.ch If enough momentum builds, establishing a foundation would be the logical next step. This foundation could then serve as the governing body for the alliance or a successor organization.
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Many ideas at a glance
Issue 46 of the Advertising Yearbook has just been delivered. This standard reference work in the German-speaking media and communications industry documents the best ideas submitted annually by more than 300 agencies, with over 1,000 entries in the competition for the Silver Megaphone. The yearbook now features detailed profiles of all shortlisted entrants and winners of the competition across more than 800 pages. This includes the winning agencies, such as Rod, which was named the best newcomer from Switzerland. The book, published by Econ Verlag, is available via www.jdw.de be ordered.

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Among other things, *Werbewoche* was struck by Cosmic’s burnout posters for a play at the Schlachthaus Theater in Bern. With their direct style and authentic impact, the images grab attention and inevitably engage passersby in a dialogue.

Open Dialogue
The Schlachthaus Theater in Bern tackles a controversial topic, staging a harrowing production. In the play *Burn Out*, five actors and actresses engage in intense dialogues on a sparsely furnished stage that speak directly to the audience. The Cosmic Bern agency picks up on the theme and, through the play’s posters, offers the actors a sort of extended platform. With their equally direct style and authentic impact, the images grab attention and inevitably engage passersby in a dialogue.
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Creativity
Hot-Airitis, Anonymitis, Chatteritis: Almost everyone who’s ever dealt with an insurance advisor is familiar with these ailments. But protection against them is simple: Switch to ÖKK. Here, both private and business customers receive serious and dedicated advice that «truly lives up to its name,» according to the advertising team at the Y&R Group. The quarterly magazine ÖKK-Club reveals what you can do to combat Slothitis.

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Dream Castle
Anyone who has ever dreamed of owning a historic castle, a magnificent palace, or an impressive ship can now make that dream come true. «Become a castle owner for 5 francs» is the promise of a campaign created by Euro RSCG Zurich for Pro Patria. Founded 100 years ago, the foundation is dedicated to preserving Switzerland’s most beautiful cultural heritage sites and landscapes. According to Euro RSCG, with a donation of 5 francs or more, «anyone can become a symbolic co-owner» of these unique cultural treasures. The campaign is broad in scope, featuring print, TV, and radio. The communication is based on striking photographs of cultural sites throughout Switzerland. In just 20 seconds, the commercials show how people go about their daily lives as «co-owners» of a castle. To the surprise of those around them, they appear as a lady-in-waiting, a knight, or a prince.

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You'd have to be born in 1993
Maxomedia has created a cross-media campaign for SBB to raise awareness among teenagers born in 1993 about the Halbtax pass. Sixteen-year-olds need this pass to continue using public transportation at half price. One month before their big birthday, these teens receive an email informing them of a special offer: The «Jahrgänger-Halbtax» costs them just 93 francs instead of 150. Anyone who purchases a pass can get a discounted T-shirt online featuring the “93” logo. At www.gleis7.ch/16, teens can actively explore their mobility needs. Testimonial videos show why other teens have purchased a pass. On Facebook, social ads inform all 15- and 16-year-olds about the offer.

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Benign Virus
Médecins Sans Frontières, in collaboration with the Zurich-based agency Rod Kommunikation, is launching the viral campaign «I have MSF.» With the idea that «Commitment is contagious,» the Nobel Prize-winning organization aims to show people how easy it is to get involved with Doctors Without Borders—whether through money, time, or talent. The campaign aims to operate without paid advertising space. Public figures are invited to wear a T-shirt during their public appearances to promote the website www.i-have-msf.ch.

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Among other things, *Werbewoche* took notice of the most flexible billboard in Switzerland.

The Most Flexible Poster in Switzerland
EuroMillions promises record winnings in the millions. True to the motto «big jackpots need plenty of space,» Swisslos and Contexta, together with the media agency Mediaplus, APG, and Karl Schwegler, designed an innovative and extraordinary poster campaign. Now, the current jackpot total is no longer displayed only at newsstands but is also prominently featured on large, eye-catching posters. The posters, designed in the style of a slot machine, can be updated with new figures within a few hours if the jackpot isn’t won. This ensures that the current jackpot amount for Friday night’s drawing is visible throughout all major cities in German-speaking Switzerland immediately after it’s announced.
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Hot Nights
The Oswald Siegfried advertising agency designed a flyer for Basel’s City Beach inviting people to the Morgenstreich party. On the night before Fasnacht began at 4 a.m., the Waggis, Pfeiffer, and Trommler were able to warm up this year at what is currently the hottest spot in the city on the Rhine for the three best days of the year.

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The wrong film producer can end up costing you a fortune
Just about four hours after the trial began, the Munich Regional Court sentenced the «ex-lover» Helg Sgarbi to six years in prison. At the start of the trial, the elegant Mr. Sgarbi had confessed to seducing Klatten and three other wealthy women, defrauding them of millions of euros, and blackmailing them with sex videos. Ruf Lanz took advantage of the scandal in a surprising way for Condor Films. Beneath an image of a blackmail video is the laconic caption: «The wrong film producer can cost you dearly.» It goes without saying that Condor Films isn’t a cheap partner—but it’s the right one.

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Striking

Among other things, *Werbewoche* took note of the new campaign for Jobwinner.ch, warm jackets for cold days, and quirky calendar art at the calendar show in Stuttgart.

The campaign is alive and well!
The multi-award-winning campaign for the online job board Jobwinner.ch is now entering its third year. And the two latest ads from Wirz show that there’s still plenty of life left in the tongue-in-cheek core concept. In the ads, a popcorn vendor (with a respectful nod to Alfred Hitchcock) on one hand and a not-quite-perfect beauty queen on the other dramatize the already well-established Jobwinner message: «As soon as a job opens up, it’s online with us. www.jobwinner.ch.» Both campaigns were shot with German photographer Ilan Hamra.
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V for Victory
Featuring 25 of the world’s best young soccer players and athletes, including Didier Drogba, Rafael Nadal, and Cesc Fàbregas, Nike has developed a campaign that captures the rebellious attitude of these exceptional young athletes toward challenges—symbolized by the world-famous V sign. V stands for Victory—and this campaign explores the feeling of victory from the perspective of athletes who embody victory and success and embrace every challenge. Valon Behrami has been selected to represent Switzerland in the new international campaign.

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Warm Jackets for Cold Days
Winter just won’t let up. So there’s plenty of time to enjoy the ski jackets from the new KJUS collection. The WVC Communications AG ASW agency in Bubikon is currently promoting these warm outfits with black-on-white ads in magazines and special-interest publications. Sometimes it’s fun to head downhill, too…

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Quirky Calendar Art
At the world’s largest calendar exhibition in 2009 in Stuttgart, which featured over 1,500 submitted works, Reinhardt Druck Basel won the silver award for its “Street Art NYC” calendar. The two photographic artists, Daniel & Geo Fuchs, have already made a name for themselves through solo and group exhibitions as well as art fairs around the world. For the 2009 calendar, they collaborated with Basel-based designer Hermann Joos. The result was a series of whimsical images captured during their wanderings through New York’s fast-paced streets and alleys, strongly evoking the underground scene. The designer drew inspiration from the creative, abstract style of graffiti artists. He was particularly captivated by the multi-layered messages hidden within the artworks.

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Werbewoche took notice of Orsay’s website, which features a “magic baking mix” for creating your very own Mr. Right. Also noteworthy: Henkel’s Pritt Stick, now in its 40th year.

Bake Yourself Mr. Right
What do women want? To bake themselves a man! And the right one, at that. Because in real life, you rarely come across one. To finally put an end to this misery, the German fashion company Orsay now offers the magic baking mix for you on its website: Mix up your very own Mr. Right in the Orsay Lounge. It’s all up to you. Four heads, torsos, and pairs of legs are available to create your very own Mr. Lover-Lover. And that’s how almost every dream becomes reality: from the presidential candidate to the six-pack-abs-casino-winner-cold-shower-wet-shaver to the mother-in-law’s dream guy. And if the mix is just right, you can even have it all at once. The whole thing feels just like real life—because even there, «women» regularly wonder how that head fits on that body. There are a total of 64 head-body-chassis combinations to choose from. Could you also “bake” yourself a (handsome) clever president or a (handsome) nice building manager this way? Now that would be something!
But anyone who finally decides to bake the freshly mixed man until he’s crispy for immediate consumption is in for a rude awakening: Even at Orsay, all the men are half-baked. Because the story of Prince Charming is just a fairy tale! Damn it all! And for that, I spent two (lovely) hours evaluating the most beautiful combination of body parts and ended up with nothing to show for it? That’s just hilarious.
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Sticky Lipstick
It’s already 40 years old—the Pritt Stick from Henkel. It hit the market in 1969 as the first adhesive in a handy stick form. Today, it’s an indispensable part of many offices and households in 121 countries. Pritt has even been to space on an expedition. Incidentally, the glue owes its practical shape to the lipstick.

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This time, *Werbewoche* took notice of the band Lovebugs at Alpha Mito and a campaign against cholesterol.

Lovebugs Drive Alfa Mito
The Basel-based Lovebugs aren't just taking on the challenge of representing Switzerland at the Eurovision Song Contest. The Lovebugs are also now ambassadors for Alfa Romeo. On their Lovebugs Tour this coming spring, the band will be on the road in a Mito.
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A Successful Fight Against Cholesterol
In 2008, Emmi and TBWA\Health successfully launched the Emmi-Benecol «Celebrity Ambassadors» campaign, featuring Beat Schlatter and Denise Biellmann as brand ambassadors. The response rate to the campaign mailing was approximately 24 percent. This year’s Benecol communication campaign is now being promoted primarily through pharmacies in order to link awareness-raising efforts with screening. Beat Schlatter and Denise Biellmann remain the ambassadors.

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This week, *Werbewoche* took notice of a campaign featuring knitwear fluttering in the wind and a new overall brand identity for Villa Visconti’s fine wines.

The next winter is sure to come
Ragman is already launching next year’s winter fashion collection in the textile trade press. Under the tagline «I’m free,» the By Heart agency is now in its third season of developing an emotional brand identity, this time featuring huskies and knitwear fluttering in the wind. In addition to the image campaigns, the agency produces a wide variety of promotional materials, ranging from an extensive collection catalog to point-of-sale (POS) materials and shopping bags. The Ragman brand stands for high-quality, comfort-focused casual fashion for men and women.
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High Voltage on the Roof
Radio 24«s tram posters are a true Zurich classic. The new concept, launched in early 2009, was developed by the creative team at the Hochspannung advertising agency. The campaign uses headlines to promote the programming highlights of Switzerland’s oldest private radio station, with taglines such as: »I Will Survive and news on the state of our economy« or »West End Girls and everything about the new western bypass.” In other words: music paired with hot news.

Swedish Delicacies
For its client Grosspeter’s Swedish car brand Saab, the Oswald Siegfried advertising agency has created a mailing that invites customers to a tire change of a rather unusual kind: the highlight is a Swedish buffet. The yellow stripes of the Swedish national flag are depicted on the invitation as tire tracks.

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New Wine Brand
Villa Visconti’s fine wines are designed to convey the Italian way of life and take the palate on a journey of indulgence to Italy. Villa Visconti is strongly focused on the international market. Accordingly, Vizner Borel designed the brand’s overall identity to be locally authentic. From the corporate identity (CI/CD) and packaging to the key visuals and website.

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Among other things, *Werbewoche* noted an unusual installation by a young television station, the Direct Marketing Pass for Eastern Europe, and advertisements for affordable off-the-rack suits.

This can only be an advertisement
A new competition format, a new record for entries: 85 campaigns featuring 368 ads were submitted to the fourth edition of the «Das kann nur ein Inserat» competition. From these, an expanded ADC jury selected two winners. Silvio Seiler (left in the photo) is an all-around advertising professional at Wegelin & Co., private bankers. Bettina Klossner from OgilvyOne (center) collaborated with Laurie Morard from Advico Young & Rubicam. Each idea will receive a prize of 10,000 Swiss francs, plus an appropriate fee for the implementation of the campaign. In addition, the three will travel to London in May at the invitation of Publicitas Publimedia to participate in BestYET, a competition for young creatives from across Europe. The Swiss Press Association, as the competition’s organizer, plans to feature the two campaigns again starting in May with over 500 placements in approximately 100 publications. The exhibition of all submitted entries and the announcement of the winners took place at the Basilica in Zurich.

Crime Scene: Zurich
«CSI,» «Criminal Minds,» «Criminel Intend»: 3+ is the TV channel with the most crime series. To promote this special lineup, the young TV channel opted for an unusual installation. Crime scenes were set up at various locations in Zurich. Behind the police tape, however, there was no body—just a TV set showing U.S. crime dramas. As detectives have discovered, the Publicis subsidiary Fast Track is behind the campaign.

Expert Knowledge on Eastern Europe
All the key facts at a glance: With the “Direct Marketing Guide to Eastern Europe,” Swiss Post International has published a handy handbook for doing business in Eastern Europe. Spanning 160 pages, the book offers expert insights into print direct marketing and mail-order business for Poland, the Czech Republic, Slovakia, Hungary, Slovenia, and Russia. In addition to over 80 charts, it also includes useful links and addresses, as well as in-depth analyses of market opportunities. The guide can be ordered free of charge at www.swisspost.com/dm-pass.

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Fashion for the Crisis
Style everyone can afford: The Swiss company Thatsuits produces high-quality custom suits at affordable prices. This means that elegant custom-made clothing is no longer reserved solely for the highest earners. Garbage collector, auto mechanic, deep-sea fisherman: For the AY&R campaign, suits were tailored to suit classic working-class professions. Because in a made-to-measure suit from Thatsuits, everyone looks their best. The visuals are used regionally as posters, advertisements, in-store displays, hanging boxes, flyers, and for PR purposes.

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Among other things, *Werbewoche* highlighted this week a consumer survey on animals in advertising, a campaign by the Swiss Advertising Agency, and a project by Krieg, Schlupp, Bürge/Springer & Jacoby for Coop.

No Feeding Allowed
It’s common knowledge that advertising can sometimes be a bit like a zoo. For example, advertising messages are often pinned to the fur and antlers of bears and deer—animals otherwise known for their ferocity. That’s because these little creatures are simply a hit with consumers. This is confirmed by a survey conducted by the Nuremberg-based market research firm Konzept & Analyse. Bears are the most popular, led by the brown teddy bear from the Bärenmarke commercials—even though it remains unclear to this day what bears actually have to do with coffee cream. And what about toilet paper? Never mind. The Charmin bear, introduced as recently as 2000, follows its fellow bear in second place on the podium of the most popular advertising animals. «Moo,» says the purple Milka cow, sneaking into third place. Although she passed her peak long ago, she’s still a welcome sight. Lurchi’s time, on the other hand, seems to have run out: the shoe-wearing salamander had its heyday from the 1950s through the 1970s. TV viewers are fed up with monkeys. The Trigema chimpanzee takes the “loser coconut” title. And the humor—ranging from corny to crass—of Jägermeister’s “Eighteeners,” Rudi and Ralph, is now getting on most people’s nerves as well.

A Big Step
Werbeanstalt Schweiz has completed its first projects for its new client from Germany—Sandoz International. The visual, which is used in advertisements and brochures in both English and German, clearly highlights the fact that Sandoz is a pioneer and trailblazer in the field of biosimilars. The confident headline «One small step for us, but one giant leap for mankind» complements the image and echoes Neil Armstrong’s words from 1969. Biosimilars are so-called follow-on products of existing biopharmaceuticals, and their importance is growing worldwide: Currently, more than one-third of all drugs in development are biotechnology-based.

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Freelancer Portal Now Features a Marketplace
According to Managing Director Monica Miraldi, more than 80 percent of the approximately 40 advertisers listed on Freelancerportal.ch have already received specific job inquiries—and have thus more than recouped their annual membership fee. Anyone who signs up for a new one-year membership by the end of January will receive the first two months free of charge. Starting immediately, the portal—which is also supported by Werbewoche—now features a marketplace where users can search for and find spaces, furniture, or other items. In addition, the existing option for a full profile—including a resume, schedule, and work samples, which is particularly appealing to creative professionals—is now supplemented by a “Light” version. This is especially suitable for freelancers who cannot or do not wish to showcase their work—such as consultants. A one-year membership costs 350 francs.

Shop Without Leaving a Trace
Consumers have power. And consumers bear responsibility. Every purchasing decision they make has consequences for people, animals, and nature: Those who fill their shopping carts in a sustainable and environmentally conscious way are doing good. Those who shop thoughtlessly can leave a deep ecological footprint. But how do you consume responsibly? How do you shop sustainably? The best place to do so is at Coop—that’s the message from Krieg, Schlupp, Bürge/Springer & Jacoby. Coop has been committed to sustainability, ecology, and ethics for many years, as the new campaign once again reminds us. Featuring a total of four designs, the campaign has been appearing since December in all Sunday newspapers as well as in daily and weekly publications.

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The Scheufelen wall calendar has already won numerous design awards in the past. For 2009, the Scheufelen paper mill in Lenningen is featuring 12 unique designs based on the themes of fire, water, earth, air, and love. What’s unusual is the story behind their creation. A print campaign by TBWA Zurich has also drawn attention. The posters are intended to highlight that McDonald’s is taking its responsibility in the area of food production seriously and acting in a way that is consumer-friendly.

The golden star from Basel
Läckerli-Huus, with its sweet specialties, is shining with a renewed image just in time for Christmas: Contexta has developed a comprehensive communication campaign for the traditional company with two TV commercials and various print applications. The Läckerli-Huus brand has thus been modernized, revitalized and clearly positioned as a premium label. The two new TV commercials with the message: Only the original Läckerli sweetens your life and brings special moments of pleasure. In a high-quality aesthetic in black and white, the golden-brown Läckerli stand out as the true stars of the respective occasion. Bene Abegglen appeared as a CD in these films by Ernst Wirz.
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Good things from Switzerland
McDonald's is "more Swiss than you think" and relies entirely on Swiss products in its restaurants. To this end, the company works with quality seals such as Suisse Garantie and IP-Suisse. To communicate this, TBWA Zurich and its CD Urs Schrepfer and AD Martin Friedlin developed a print campaign with four subjects. The posters are intended to draw attention to the fact that McDonald's takes its responsibility in the area of food production seriously and acts in a consumer-friendly manner.
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Miraculous rescue for a cult object
It is not often that a printed work originally planned as an advertising medium becomes a cult object. In the past, the Scheufelen wall calendar has already received numerous design awards worldwide and thus won the recognition of the graphic arts industry. For 2009, the Scheufelen paper mill in Lenningen is focusing on 12 unique pieces on the themes of fire, water, earth, air and love. The history of their creation is unusual. The insolvency of the paper mill in July 2008 called the calendar into question. Thanks to the great commitment of the long-standing partners, the project could nevertheless be realized. These include Strichpunkt, the Eberl and Hermann Schmidt graphic design companies.
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Because the music website Restorm.com has «grown so rapidly» in recent months, the platform’s Zurich-based team hasn’t had time to handle day-to-day tasks like advertising. However, the ad in Bestpicture magazine—featuring the best photos from Keystone—had already been booked. So they made a virtue of necessity and turned the ad into a creative contest.

Claim Sought via Advertisement
Because the music website Restorm.com has «grown so rapidly» in recent months, the Zurich-based team behind the platform hasn’t had time to take care of day-to-day tasks like advertising. However, the ad in Bestpicture magazine—featuring the best photos from Keystone—had already been booked. So they made a virtue of necessity and turned the ad into a creative contest. The challenge: Who can come up with the best tagline for Restorm.com? Restorm is a hub connecting bands, music lovers, labels, and concert promoters.
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In Güstrow, Germany, near Rostock, renowned gallery owner Gunter Rambow is exhibiting Dominic Geissbühler’s most beautiful opera house posters from the Alexander Pereira era. Starting Friday, October 31, the new people magazine *20 Minuten Friday* will be published once a week; it is a joint publication of the commuter newspaper *20 Minuten*, *Annabelle*, and the nightlife portal Tilllate.ch (all part of Tamedia). Werbewoche also noticed a new campaign by the advertising agency OSW for shopping bags from the Basel-based Naked Fashion store.

Nudity on Display
Just in time for the fall/winter collection, the Oswald Siegfried advertising agency (OSW) has designed two themes for shopping bags for its Basel-based client, Naked Fashionstore, that take the boutique’s name literally. The designs feature a naked man and a naked woman whose bodies test the limits of the shopping bag’s space. Everything is visible—and yet nothing is.
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A New Home – for Young Readers
Since Friday, October 31, the new lifestyle magazine *20 Minuten Friday* has been published once a week. It is a joint publication of the commuter newspaper *20 Minuten*, *Annabelle*, and the nightlife portal *Tilllate.ch* (all part of Tamedia). «20 Minuten turned an entire generation of young people into readers, and now they’re adrift,» says Friday Editor-in-Chief Marco Boselli, who leads the 20-person editorial team. Friday aims to offer these young people a new, radically youthful home across 52 pages of glossy paper. Friday is launching with a print run of 137,000 copies. By 2010, the magazine aims to distribute 230,000 copies via distribution boxes and reach approximately 660,000 readers. Friday is also available at stores popular with young people.
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A Zurich Resident on a Trip
In Güstrow, Germany, near Rostock, renowned gallery owner Gunter Rambow is exhibiting Dominic Geissbühler’s most beautiful opera house posters from the Alexander Pereira era. The posters will be on tour until early January.
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Now in its fourth edition, Absolut Vodka is dressing its bottles in a new gift sleeve for the winter. This year, the bottles are adorned with 3,238 shimmering red sequins. Webewoche also took note of an advertising campaign by the Wapico agency at the Vedis Eye Center in Bern.

Passersby were wide-eyed
To promote the open house at the Vedis Eye Center in Bern, the Wapico agency set up two giant balloons last Saturday and had staff hand out flyers. Half-page ads featuring eye-themed designs were also created to announce the event.
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Red, Hot, and Stylish
Now in its fourth edition, Absolut Vodka is dressing up its bottles in a new gift sleeve for the winter. This year, the bottles are adorned with 3,238 shimmering red sequins. A zipper on the back ensures that the vodka can still be enjoyed. Absolut Masquerade is available in 76 countries worldwide, and in Switzerland, these limited-edition, glittering bottles can be found in select supermarkets.

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This fall, Annemarie Wildeisen is back in the kitchen, conjuring up hearty, wild, and fiery dishes for the 338,000 readers of *Kochen*. The October and November issues are previewed by four additional informative ads from Reinhold’s Kompetenzküche. In addition, *Werbewoche* has taken notice of a guerrilla campaign by Matter & Gretener for the Radisson SAS Hotel at Zurich Airport.

Dinner with Adam
Who wants to invite their friends to a dinner cooked by celebrity chef Ivo Adam in their own home? The health insurance company Sansan and Ruedin Consulting advertising agency make it possible. And they also show that with the right health insurance, you can save hundreds of francs - with more benefits. Helsana's three health insurance companies Sansan, Avanex and Aerosana rely on cross-media campaigns for young target groups to publicize their low-cost offers. The main medium is surprising viral banner films. These lead to landing pages with competition games and pampering prizes. The online measures are supported by ads and radio spots.
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Naked and hot
In the fall, Annemarie Wildeisen will of course be back at the stove, conjuring up hearty, wild and fiery dishes for the 338,000 readers of Kochen im Oktoberheft. The October and November issues are heralded by four more informative ads from Reinhold's expert kitchen. The bloodied pheasant for the game motif was kindly provided by the Bianchi company. "It tasted delicious," says Reini Weber.

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From the plane to bed
Thanks to a guerrilla idea by Matter & Gretener, the new Radisson SAS Hotel, Zurich Airport, is in the right place at the right time with the right message. Because when international business travelers read the signs held out to them by pick-up men after landing in Zurich, they will also find those of the new Radisson SAS among them. However, they do not bear the name of a business traveler, as is usually the case. But why it's better to make a reservation at the new Radisson SAS next time. The fact that the signs are held by pretty ladies naturally attracts special attention.

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More fun in the Mini
The Lowe advertising agency, part of the Draftfcb/Lowe Group, has been commissioned by Mini to develop an activating opening campaign to mark the inauguration of the new Mini Center in Wetzikon. With the new center, the retail partner E. Schläpfer is increasing its sales area many times over. And the driving pleasure of its customers at the same time, as the Lowe agency shows via mega posters, billboards, radio spots and advertisements. Particularly mini are also flap mailings visible at mailboxes. The subjects with the roller coaster promise: Where there's mini, there's big fun.

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One last message before takeoff
When the passengers Geddjur Karätsiggst and Graitoffers Adsiggst are paged at the airport, this may bring Sixt new customers. However, these are not the two missing passengers with the ominous names. What can be heard during the announcement sounds like "Get your Car at Sixt" and "Great offers at Sixt". The advertisement for the car rental company could be seen and heard at Stuttgart Airport in January in a guerrilla campaign by the Jung von Matt/Neckar agency. Now the idea has been awarded gold in the "Switched Campaigns" category at the Airport Media Award in Munich. The competition is organized annually by the Airport Media initiative to select the best airport advertising. Bronze went to Switzerland for a light installation. It was used by the McKinivan Moos agency in Cham to promote Credit Suisse's sponsorship of the New York Philharmonic Orchestra. The winner of free campaigns was "Heavenly Air on Earth" (pictured above) for Airwell air conditioning systems. Agency is Thinknewgroup Munich.

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Cartoonist and graphic designer Walter Hollenstein designed a poster for World Bread Day on October 16, 2008. Also noteworthy was a cross-media campaign by Bluespirit for the Miss Watsons 2008 pageant.

Bread Is the World – Swiss Cartoonist Designs Poster for World Bread Day
A Grand Showcase for Swiss Design. On October 16, 2008, the international World Bread Day will be celebrated for the seventh time. The official poster for this event was designed by Walter Hollenstein, a cartoonist and graphic designer from Winterthur. It depicts a globe in the shape of a loaf of bread. With this design, Hollenstein highlights the central importance of bread in the global food supply. The project was commissioned by the International Union of Bakers and Bakers-Confectioners (UIB) and managed by the Schlieren-based communications agency Karl F. Schneider AG.
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Bluespirit is looking for the 2008 Miss Watsons
Once again, someone gets to be a star for 15 minutes. Following up on last year’s successful launch of Watsons in Switzerland, the Bluespirit agency is currently running a cross-media campaign for the Miss Watsons 2008 pageant. The campaign is being promoted through online banners, the new website www.misswatsons.ch, partnerships with Radio 105 and Tilllate, and numerous promotional materials in over 100 Marionnaud perfume stores. The registration and voting phase will last a total of eight weeks. Watsons is the natural skincare line for Marionnaud’s younger target audience, which focuses on beauty solutions featuring natural essences.
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Now it’s getting personal—even in Switzerland. In its latest issue, *Werbewoche* quoted a self-promotional statement from AlphaPicture i-clue describing its technology as the «world’s only» of its kind. The article referred to individually personalized images. However, such images can certainly be produced in Switzerland as well, as the company Kasimir Meyer in Wohlen has informed us. So there is no global exclusivity in this regard. Using Photoshop and the DirectType personalization software, Meyer can also personalize individual images. For example, the cover of the trade journal *Publisher*, Issue 1/08, was personalized with images on both sides by the company in Wohlen. The company also handled the image composition for the personalized cover of the trade journal *viscom*, Issue
No. 10 held this company responsible.
Image customization requires specialized technical expertise. «That’s why early contact between the customer and the specialist is very helpful for a successful implementation,» says Kasimir Meyer. For more information, visit www.kasi.ch
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Under the slogan «Maybe there’s an even better job out there,» the campaign by Spillmann Felser Leo Burnett features people with absolute «dream jobs» who, despite their fantastic working conditions, still glance at the job listings to stay up to date.

Maybe there's an even better job out there
Due to Switzerland’s persistently low unemployment rate, passive job seekers are becoming an increasingly important target group in the search for new employees. That’s why this group is the focus of the new advertising campaign for the Stellen-Anzeiger. After all, who knows—maybe there’s an even more interesting job out there. Under this motto, the campaign—created by Spillmann Felser Leo Burnett—showcases people with absolute «dream jobs» who, despite their fantastic working conditions, still take a look at the job listings to stay up to date. Three creative concepts are being used as posters in Zurich and the surrounding area, as ads in daily and Sunday newspapers, and as cinema slides.
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When flying is even more wonderful
Swiss flies from Germany to Switzerland x times a day, and the fares are quite affordable. From Hamburg, Berlin, Hanover, and Stuttgart.
The Zurich-based agency Publicis has launched a campaign to promote these flights, which is now running in Germany. It consists of print ads, billboards, and radio spots. The campaign focuses, first, on the large number of flights: There are so many every day that you can easily skip one flight and take the next one. And second, the campaign also highlights Swiss’s low fares.

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The promotional campaign for the Swiss Best Western hotels caught our attention. Under the slogan «Win a hotel,» Maxomedia conceived, designed, and implemented a campaign… A campaign for the Lung League of Zurich is causing a stir with provocative images… Also noteworthy: a promotion by IKEA. The furniture stores are inviting customers to a photo shoot…

Entire Hotel Up for Grabs
A free choice of any hotel room for one night, the breakfast buffet all to yourself, and the wellness area to share only with friends. This dream comes true for the winner of the current Best Western promotional campaign: He and up to 50 invited guests will have an entire Swiss Best Western hotel all to themselves for one night. Under the slogan «Win a hotel,» Maxomedia conceived, designed, and implemented this unique campaign for Swiss Best Western hotels. Existing customers can enter the contest through an oversized promotional card placed in their hotel room until the end of November. Banner ads on Swiss online platforms geared toward travelers draw the attention of potential Best Western customers to the promotion.
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A Deadly Campaign for the Lung League
Werbeanstalt Schweiz AG is currently launching a campaign for the Zurich Lung League to raise awareness about COPD, an incurable lung disease. The campaign uses provocative images to shake people up and show that COPD is a widespread—and deadly—disease.
Everyone Makes It to the Front Page
The campaign is as clever as it is popular: These days, IKEA Switzerland is once again inviting members of its IKEA Family to a one-of-a-kind photo shoot: Anyone who’d like to own a personalized catalog and appear on the cover can now have their picture taken by professional photographers at IKEA stores in a replica of the cover’s backdrop. Shortly thereafter, the catalog featuring their own cover photo will be available. The campaign is being promoted and executed by Unikat and Photopress.

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Butter Nibbled Away from Billboards
After Floralp demonstrated its popularity with croissants and braided bread this spring, a new wave of posters now shows that people, too, can’t resist Switzerland’s most popular premium butter. The advertising agency Spillmann Felser Leo Burnett, which is handling the campaign, has developed a new ad as part of the existing campaign that unmistakably shows just how well Floralp is received—so well, in fact, that people would rather do without everything else than go without this premium butter.

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Neapolitan entrepreneur
«With its 110 part-time and full-time employees, »Real Clean« makes all kinds of businesses shine. The company was founded by Toni Romano. The boss of Real Clean was born in Naples—and later emigrated to Switzerland to keep things clean here. Ruf Lanz took this as the inspiration for the first branding campaign for »Real Clean.” The three ad concepts playfully allude to the unresolved problem of dirt in Naples. True to the motto: Ever since Real Clean boss Toni Romano emigrated to Switzerland, Naples just hasn’t been the same.

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The campaign by Publicis and Studio Garigosa really stood out. Their campaign promoting Internet use via cell phone was presented in four different designs. Also noteworthy: at Screen-up & Congress 08, all the leading TV networks are presenting the year’s programming highlights. And the new Radisson SAS Hotel at Zurich Airport is promoting itself through a campaign by Matter & Gretener.

Publicis for particularly active Internet users
The new generation of cell phones is here. With the state-of-the-art devices from Nokia, Samsung, LG, and Sony Ericsson, you can surf the web just as easily as on your home computer—but from anywhere.
Publicis and Studio Garrigosa have brought the message «The Internet, wherever you need it» to life in four exciting designs.
The print campaign is accompanied by various point-of-sale initiatives and online support from Publicis Modem.

Buckle up for Screen-Up 08!
On October 7, 2008, it’s that time of year again: All the leading TV networks will present next year’s programming highlights at Screen-up & Congress 08. Likewise, the congress taking place as part of Screen-up will once again provide a platform for high-caliber presentations and discussions with prominent experts from Switzerland and abroad. At Switzerland’s most important industry event, visitors will learn about the latest trends in the world of electronic media and the visions for the Swiss TV market. And, of course, they’ll find out which TV programs will blow consumers away next year. The Zurich-based agency Cavegnwerbung highlights just how dynamic the medium of TV is today—and will continue to be tomorrow. screen-up & congress 08 will take place on October 7 at Sihlcity in Zurich. For more information, visit: www.screen-up.ch.
The First Campaign Exclusively for CEOs
The new Radisson SAS Hotel, Zurich Airport is currently making headlines with an extraordinary campaign created by Matter & Gretener: On mobile billboards set up in front of a total of 29 company entrances, Zurich Airport’s first hotel is promoting itself as the ideal location for international meetings. The fact that the pointed headlines are directed specifically at the respective CEOs naturally draws special attention.

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Humor in Advertising Is a Matter of Faith «Has your advertising department lost all respect for the Catholic Church and its priests?? A Catholic priest definitely does not belong on your »Partner Winner’ page in this form! If you do not withdraw this advertisement, I guarantee you will face legal action.” This is how an outraged member of the public complained to the client behind this new campaign.

Humor in advertising is a matter of personal belief
«Has your advertising department lost all respect for the Catholic Church and its priests?? A Catholic priest definitely does not belong on your »Partner Winner« page in this form! If you do not withdraw this ad, I guarantee you will face legal action.» This is how an outraged member of the public complained to the client behind this new campaign. Another ad caught the negative attention of the Jewish weekly magazine Tachles. And the winner is? Meyer Werbung. In more ways than one. In March, PartnerWinner.ch, a subsidiary of Tamedia, put the competitive pitch out to tender. Thomas Meyer won it with a strong belief in the impact of cheeky humor at the expense of religion. The ads were created in collaboration with photographer Nicolas Y. Aebi and PartnerWinner CEO Christoph Lüscher. “Funnily enough, all the models were really easy to recruit—except for the Orthodox Jew, whom I ended up playing myself. After all, I do have Jewish ancestors,” says Meyer. He had actually planned to do this shoot in front of the synagogue, but the team was threatened with a call to the police there, so the creative team ended up moving their shoot behind the curtain of a photo booth. (pan)

Franziska Propels Models to Success
Calling all the brave ones: Dressed as a dominatrix in vinyl boots, a corset, and wielding a whip, real-life supermodel Franziska Knuppe is looking for aspiring colleagues. Knuppe, too, was once a newcomer. She was discovered by Wolfgang Joop at the age of 22 in a Berlin café. Now the seasoned professional is hosting the second season of *Supermodels* this fall on the Swiss channel 3+. The concept, developed by the Zurich-based advertising agency and Publicis subsidiary Fast Track, was brought to life by Paris-based fashion photographer Leo Krumbacher during a photo shoot in Hamburg. Florian Beck served as creative director.

The Bread of Freedom
When two parties join forces, the advertising impact is often more than just doubled. This is exactly what happened with La Liberté, the independent daily newspaper in Fribourg, and the Association of Artisan Bakers, Pastry Chefs, and Confectioners of the Canton of Fribourg. For its client La Liberté, the Bern-based agency Wapico conceived, implemented, and organized the «Le pain de La Liberté» campaign. Originally intended as a contest, it evolved into a cross-media campaign. Posters and print ads served as the foundation. In addition, over 140 bakers were supplied with Rotairs and display stands, contest materials, and packaging for the bread. What was the prize in the contest? Bread, of course—for a whole year, and from the winner’s choice of a local bakery.

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Column:Dear women! Until now I always thought that only men advertise with our charms. Because it's just easier to believe that the image of a wet bodice on a perky chest has been a fixed and ergo ineradicable part of male thinking ever since Bo Derek's appearance in "Traumfrau". But in view of the current advertising for the Zurich women's hotel, I guess I have to correct my assumption. But how was to be read nevertheless recently in the newspaper: The Frauenhotel is now supposed to be open to men as well, except of course for the wellness area. Which probably also explains the two bells: one for her and one for him. By the way, one species of men will still not be admitted: insurance representatives from Insure XL. Chandra Kurt [email protected]
: Fasting
From Mike Müller
Ramadan already took place in December, and the fasting period has not yet begun: The fallow month of January seems to be the ideal hole to indulge in ritual purification even as a non-religious contemporary. But what is available to the secularized citizen as a ritual? Most purification techniques are quite Old Testament limited to the meal, which represents straight in the winter months anyway one of the few remaining pleasure factors. Comes to the fact that the traditional nourishing pyramid fell into the suspicion of a fundamental error, the separation diet almost does not let itself enforce with eating out and the blood group diet for the duration of a measly month also nothing brings. It is best to stick straight to sauerkraut and saucisson, dried beans and green bacon. It is anyway questionable whether a mental change can be brought about over a culture foreign stomach therapy. If the mental is already to be cleaned, one drives rather directly a sporty course. Bobsleds, skis or sleds would be up for discussion, but with the snow conditions here, one quickly ends up with the green waste.
The only thing left for the willing Lenten candidate in January is the sale, which is exemplary for a ritual purification of personal consumer behavior. Desire and temptation swing each other up here in a deceitful game and beat the mind many a tasteless bargain. Stuffed Italian pigs' feet that can no longer be sold after New Year's Day guarantee a cholesterol depot that will last until June, and a pretty stationery remnant soothes the guilty conscience over the private office chaos. The hangover then comes slightly later in February, when the creditors insist on their faith. Of all people, they know no concept of mercy. [email protected] Mike Müller is a performer.
Business Lunch:Lunch in Switzerland, evening in Morocco
You don't know James Blunt? He's probably holed up in a corner of the Tea Room at Gasometerstrasse 5 in Zurich. And if he's not there? Never mind. Just sit down at one of the wooden tables in the converted garage, order an excellent Moroccan tea with fresh mint, choose some mezzes, and when your stomach stops growling, treat yourself to a shisha on the sofas covered in original Moroccan fabrics. Then you won't be wondering for long why the white-painted walls aren't studded with kitsch photos. Because you are now completely relaxed. Completely. Alexandra Moosbauer and Bruno Hiltebrand want it that way. And they want it to stay that way, please.
The two had the garage next to their hemp store remodeled in the summer - a Moroccan craftsman plastered the buffet area in an ancient craft: a finely textured "spread" that retains and radiates a lot of warmth. The floor was covered with handmade cement tiles from Morocco. "After all, the guest should feel that he is in Zurich," Moosbauer says.
However, he can leave the city again with the order: Tagine or couscous are prepared by a Moroccan woman, as are mezze. Couscous and tagine are also available in an equally delicious veggie version - at a price of 26 francs, nota bene. At the end, oriental desserts tempt you - but this time it was the shisha: If you like, you can choose from ten different spiced tobaccos. At lunchtime, Swiss menus are served: at 22.50 (with meat) and 19.50 (veggie), and Moroccan dishes are also available by advance order (from 6 people) - mezze can be had for lunch and dinner. The kitchen, however, was not prepared for the rush that the Tea Room is currently experiencing: "We really wanted to be a café, because the customers of our hemp store liked to sit in a corner, drink and chat," says Moosbauer.
Wines? Hats Moroccan, for example. Of course, the concept doesn't offer a huge selection. And James Blunt won't come and smoke his joint here or put "da weed" in the shisha, the two newcomers to the restaurant won't allow that. Blunt, says Moosbauer, is a slang name for joint. And James? They invented the first name for it. Carlo Bernasconi [email protected]
Tea RoomGasometerstrasse 5
8005 Zurich
Tel. 043 211 00 33
Closed on Mondays!
RatingEssen .......................4
Drinks ..................3
Operation ................4
Business Factor ..........3
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

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ColumnWhat was it like with Adam, Eve and the serpent? He was able to resist, and she allowed herself to be completely seduced by this phallic-looking creature of God - with the result that both were banished from paradise and Eve had to make do with Adam's "reptile" in future. It looks like snakes are making a comeback these days - at least in terms of advertising. Roberto Cavalli's fragrance line and Tiffany London are focusing entirely on the charms of the mysterious inhabitant of paradise. It even seems that she is preferred to the selling power of a female body, especially as Tiffany has completely dispensed with depicting a contemporary Eve. Chandra Kurt [email protected] Planet of the Advertisers
From Anna Esposito
A young family with a toddler adopts a baby monkey to provide science with a real-life scenario for the question: how great is the potential of monkeys to evolve into humans? However, this evolutionary experiment is aborted at the drop of a hat when everyone sees that the son is behaving more and more like an ape and is even more comfortable. Ergo: In the future, humans will reconsider walking upright. Because times are bad, and as life proves, it is sometimes much more difficult to reach for higher things than to reach for the primitive.
This trend is also unmistakable in our profession. Who strives for the crown of the tree when you can make a good living with a banana in your hand? Creativity can be monkeyed with, and the invoice can set dizzyingly high standards. But being constantly confronted with your own monkey shame - in newspapers, on billboards and in the faces of depressed customers - gnaws at your primate self-confidence. And those who suffer most of all are those who are afflicted with a professional deformation that cannot be alleviated by taking cubes: the realization that, despite lousy times, performance does not have to be just as lousy. It's probably time once again to renounce our mutual love of monkeys and to strengthen our backbone for this new year of great challenges. A successful start if the leader of the pack, who packed up his banana crates the year before last and set off into the unknown so as not to forget how to walk upright, is also deservedly voted Tarzan of the Year. Otherwise, I suspect, the apes will probably already be in power.
[email protected]
Anna Esposito is a copywriter and co-owner of Brot und Spiele, Zurich.
The bells should ring a little brighterThe turn of the year is a tough one. Some people start their private Ramadan afterwards, others act as if nothing had happened. The second option is the right one from a nutritional psychology perspective. People have to eat and drink. Let's do it. This time in the "Glogge-Stube" of the Hotel Glockenhof in a prime Zurich city location. With all due respect, this is an insider tip for a business lunch. Firstly, the service brigade is extremely friendly, secondly, the parlor exudes the kind of exotic charm that can only be found in Friedrich Glauser's Wachtmeister-Studer crime novels, and thirdly, there is plenty of space between the tables. All retro, cool retro.
If only the food had been prepared a little more carefully, just a little bit more! The salad plate with breaded camembert as a starter (including cranberry foam) was splendid. The salads were crunchy, the fried cheese had an excellent bite (I know: actually nonsense, but it's okay to like it, isn't it?). The pork fillet medallion in roquefort sauce was accompanied by various perfectly cooked vegetables - but the view of the plate was deceptive: a light film had actually formed over the sauce, so the plate was a little too long under the salamander. Shame on you, you Glockenhöflers. Because there were only three tables occupied in the spacious parlor with its light-coloured panelled walls and discreetly understated table linen. Not many, eh? True, but it's really the fault of anyone who misses out on this oasis in winter - in summer, yes, in summer it's different again, when the beautiful garden in the courtyard beckons. But we're still dozens of high-pressure centers away from that, which currently only just make it to the Ligurian Riviera.
A word about the wine. The Siebendezi menu is quite reasonable and has something decent and not too expensive for every guest. The wines by the glass could be improved. Then it would be almost perfect.
Carlo Bernasconi
[email protected]
Glogge-StubeHotel Glockenhof
Sihlstrasse 31
8001 Zurich
Tel. 01 225 91 91
Fax 01 225 92 92
No parking spaces far and wide
RatingEssen .......................3
Drinks ..................3
Operation ................4
Business Factor ..........4
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

Striking

Column

ColumnAnother update on the current trend color brown... "She's addicted to everything from cocoa to nougat cream, but it has to be chocolatey. It's a good thing that brown is a hot trend color this fall." What a statement... or rather a serious statement. You can read it in Max magazine in the introduction to the style special entitled Schokoholic. On six pages, a brunette drools over all kinds of chocolate, with the liquid variety proving to be her favorite. True to the motto: as long as she is dressed in brown, it doesn't matter that she confuses chocolate with body lotion or something similar. Despite all the trends, she prefers to be a workaholic. Chandra Kurt [email protected] Dummping
From Anna Esposito
Did you know that a poster costs CHF 2999 and a commercial costs CHF 7999? And a competing presentation from ten renowned advertising agencies costs CHF 1000 each? Far too expensive, in my opinion. Because many posters are not worth a penny. On the contrary, they represent a loss and should be properly fined. Competitive presentations on a wishy-washy basis inevitably sell so much hot air via the projector that I recommend every client to take a walk in the zoo instead. As a consequence of the miserable order situation, a free online treasure trove of ideas would be the right alternative to the dummy pricing policy. All advertisers are called upon to donate ideas, positioning and strategies à fond perdu so that the economy can help itself to them free of charge. Once a PM, MM or CEO has found something suitable, they will have to look for suitable specialists to implement these ideas. In this way, we communication idealists can finally draw a clean line under the past and say goodbye to the image of the money-hungry advertiser. With the nice side effect that the time-consuming persuasion work then also changes fronts. Like this: "You, Anna, Mr. Dosé has called again. He has now come up with an even better idea to polish up Swiss' image, when would you have some time for him?" Or: "Mr. Ospel has personally brought over a presentation booklet he designed himself with a not-so-bad strategy for a new image. And please, don't throw it in the wastepaper basket straight away." Conclusion: An idea is an intangible asset. It is worth as much as people are prepared to invest in it. And faith counts for more than money.
[email protected]
Anna Esposito is a copywriter and co-owner of Brot und Spiele, Zurich.
Business Lunch Divine delights in the garden courtyard
The question was last asked by a lawyer (not one of the big heads who play theater): "Where's a good business lunch in Zurich that doesn't cost the earth?" The answer was "Divine". The "Divine" is, of course, superb irony, which Jürg Stacher and Bernard Hunter play with relish. The restaurant's carte de visite also boasts a boiled lobster and a colossal portion of caviar. These are all subtle jibes at the cuisiniers, who can only do it at the stove if the product has been flown halfway around the world by jet and is correspondingly expensive.
At Gartenhofstrasse 1 (corner of Birmensdorferstrasse) there is actually a beautiful garden, and because the food here is good and wholesome, all the wasps in the neighborhood already know about it. There were ten of them circling around the plate and they were definitely not at the address. Hm, if you move inside the "Divine" after this attack, you sit in an unadorned but not atmosphere-free restaurant and can concentrate on the cuisine. And it's worth it!
We had a lentil soup as a starter, which was served nice and lukewarm, so that the capillaries were pleasantly spared. You appreciate so much attention. Afterwards, the always cheerful service crew served a whole (veritably: a whole) poussin on rosemary butter with potatoes (fried) and vegetables (boiled). The poussin was nice and juicy, the potatoes crispy, as were the vegetables, this time crumbled cabbage. For an astonishing 21.50 francs both together. So we could easily fit a dessert into the budget: crème caramel. Delicious, delicious, but I would have forbidden myself the icing from the pastry bag. It doesn't have to be.
The "Divine" is not just for the food, but also for the wines: there are 350 items in the cellar, including crûs that you won't find anywhere else - and above all, there are no Supertuscans and all the other trendy wines whose labels are more beautifully designed than the wine itself. Stacher and Hunter add between twenty and twenty-five francs to the purchase price, depending on the bottle, so that you can't resist the temptation to look into the glass for lunch. It contained a full-bodied Pinot Nero from the Oltrepò Pavese, my favorite wine region. Reservations are the order of the day, you can use your cell phone, but please do so discreetly! Carlo Bernasconi [email protected]
Divine Bar & RestaurantGartenhofstrasse 1
8004 Zurich
Tel. 01 242 49 49
RatingEssen .......................4
Drinks ..................5
Operation ................3
Business Factor ..........3
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

Striking

Column

ColumnThere you go. Hardly any other ad has ever better illustrated what women and men actually think of their kind deep down inside. Men apparently love their kind so much that they immediately have to go for the cloth, and women fight each other (after they have undressed, but not quite naked) for Adam's attention. What the dear Evas unfortunately have not understood until today: It's not the body that counts for him, but the right beer. If I had to choose between a Miller Lite or a Peroncino, I would order a Carlsberg and write a letter to the Olympic Committee, enclosing the ad for the Peroncino. Contents: top secret. Chandra Kurt [email protected] Do you have a light?
By Dominik Imseng
Happiness is a warm weapon, sings John Lennon, but many of my friends say: Happiness is a burning cigarette. A friend from Hamburg, for example, said: "Cigarettes are important for me, they give my life peace and concentration, but they also give it death. But: Is that even a contradiction?"
I don't know, I said, and all I could hear was my friend taking a drag on his cigarette, a sound I like a lot because it's such a slightly smacking sound, and whenever I hear it I wish I smoked myself just for the sake of that sound, then I called a few people.
A. stated that he smoked so that he could casually light up after an accident.
B. explained that smoking helps her to put things in the right order, because, strictly speaking, doesn't the world have a place in a pack of cigarettes?
C. claimed to have quit smoking just yesterday.
D. spoke of the sudden-
The first thing you have to do is to lightly click your tongue in front of you.
E., who is an artist, said none of his work reveals as much about him as the brand he smokes and the way he holds a cigarette.
So smoking, I thought, can be an invitation to think, and thinking is basically not so bad. Then I went down to the street and stopped in front of a cigarette machine. I gave it a kick, a pack of Marlboro Light flew out, and I remembered that a few years ago an acquaintance had left his girlfriend because she smoked a brand that had just been introduced at great expense.
Sadly, I thought, tired from thinking so much, I went to bed.
During the night the rain came.
[email protected]
Dominik Imseng is Creative Director at McCann-Erickson, Zurich.
Business Lunch What casual cheerfulness in the green courtyard
The people of Geneva are truly to be envied - no other region has such a high density of excellent business lunch venues - except Zurich, of course. But while rip-offs are rampant on the Limmat (not everywhere, to be sure), one gets
in the metropolis of western Switzerland, veritably well-prepared food that costs little.
So the paths led to the Boulevard Helvétique in the heart of the Rhone city, to the house number 19, "Le Patio". This means something like inner courtyard. And indeed, the interior exudes a touch of Mediterranean courtyard culture: green-painted lattices for imaginary climbing plants, a view of natural stones (but I didn't check whether they were real or just painted on), and finally a "parasol" in the middle of the restaurant, which made the illusion of outdoor pleasure perfect - because it sticks inconspicuously to the ceiling ... The yellow tablecloths and the green chairs completed the interior.
What was it? "Papillote croustillante de gambas et Julienne de légumes au miel, gingembre et champignons chinois". Tastes exactly like it reads: Yum. In truth, it is a huge spring roll that was filled with shrimp. Okay. And the sauce was just as described: Honey and ginger. But all not dominant.
Second course: "Aiguillettes de filet de canard rôties à l'ecorce d'orange, jardinière de légumes, haricots verts, timbale de riz sauvage". Bref: The duck breast was perfectly roasted, a light, pleasant fragrance rose to the nose from the grated orange skin - vegetables and rice went well together.
Chapeau! For 42 francs, you're served a menu cooked with love by a pleasantly attentive waitress and can concentrate undisturbed on the conversation. Well, the tables are a bit close together, so let's leave the trade secrets alone.
No wonder, a rather "middle" cadre meets here for lunch. Not because of the prices, mind you, but also because you can taste a bottle of good wine in peace, which also (watch out, the joke is coming again) costs no money in the world. The open wine selection is spirited and lists some nice French.
They can do it better, more pleasantly, the French: Because Michel Prato and his team are not there to raise the blood sugar level, but because they understand a lot about what is in danger of being lost elsewhere: simply being a host.
Carlo Bernasconi
[email protected]
Bar Restaurant Le Patio19, Boulevard Helvétique
1207 Genève
Tel. 021 736 66 75
Reservation appropriate
RatingEssen .......................4
Drinks ..................3
Operation ................4
Business Factor ..........2
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

Striking

Do you know what an ass bomb is? According to the German advertising agency ForSale, it's anything but a lucrative pastime.

Do you know what an ass bomb is? According to the German advertising agency ForSale, it's anything but a lucrative pastime.Nevertheless, the "for sale" creatives aren't afraid to use the preliminary stage of such an ass bombshell as an eye-catcher in their ad for the Euro in the SonntagsZeitung. Apart from the fact that all the attention is focused on the gap between the naked buttocks, not much of an advertising achievement. At most in their own cause, since the copy "This is how you make money" probably refers to the agency bill.Completely fixated on his Prada shoes (are also relatively expensive) is the German Sonnyboy Andreas Elsholz. In the Görtz ad, he drops all his clothes, except for his shoes. The aging Aborigines seems to have a similar attitude. He proudly presents his white beard, his leathery skin and his long iguana. Or is it a monitor lizard? It doesn't matter, because this creation is paid for by the sneaker producer Reebok.
So, is it now clear what these three ads have in common? They trigger an alienating feeling. Because the naked man as an advertising jock - seems even sillier than the naked woman. On the one hand, because misplaced nudity is hard-hitting, and on the other hand, because we're not used to seeing men in Adam's costumes. For advertising, at least for the last 100 years, it's been pretty clear who's responsible for this job. I'm still trying to understand to this day. Chandra Kurt
Column

Anna is my sweetheart
By Martin Lanz
How does it feel to be on this bump of misery when you're made for paradise? Anna is a bird of paradise. Anna asked as a child, "What is the meaning of life?" "Maybe the meaning you give it," I said. "Impossible," Anna said, "no living thing lives to give meaning to its life." "Maybe the meaning of life is to be happy." "Is a worm happy?" Anna asks. "Is a starving child happy?" Asks Anna. Asks Anna. Asks Anna.
Anna was an excellent student. IQ over 130. Until she started looking. And not finding. Now Anna wants to catch up on her Matura. She has earned a lot of money. She doesn't want to invest it. Banks are pigs. Anna won't go along with that. Maybe at the Alternative Bank. Maybe she will. I say, "Anna, without the bank, Grendene & Lanz would never have existed. If you hadn't grown up in a house with a garden. The economy wouldn't work." "I won't be a part of that." Says Anna. And I say: "When it's hot, the fan sellers earn. When it's cold, the stove salesmen earn. When there's a fight, the lawyers earn. When there's war, the arms manufacturers earn. When you're sick, the doctor earns." Anna is silent. "The world works like this," I say. "And you?" Anna asks. I feel sick to my stomach. "I do advertising, I crank up the economy. Without advertising, nothing works." I've lost. What is she going to study? Anna is a bird of paradise. Twenty years ago, Anna said, "Daddy's my sweetheart." Now I belong to the others. Anna. Annaaaa! Yes, we don't study enough. Advertising alone can't be it! Anna asks. Questions. Pre-questions. Secondary questions. Under-questioned. This has a name: Creativity. Creativity is the treasure of mankind. And creativity always starts with questions. Misery is the one who accepts misery without question. Are there still questions? No question: Anna is my treasure.
Language Observer

Pause - Tribune Talks about Money and the World In football, it becomes obvious what is true in our society anyway: every person has his or her price. Dirk Schümer ("God is round", Berlin Verlag)
The Basler plays like a parking meter. He stands around and the Bavarians stuff money in. Max Merkel (coach)
The job description of a football star includes the tasks of a model, a representative, a social worker and a showmaster. The individual athlete has to credibly stir up emotions and, depending on the situation, unrestrainedly cheer or portray sadness. But if he were paid more, he would do the same for the opponent tomorrow. And every fan knows that. Dirk Schümer
It is important that the clubs are built up into global brands and open up new markets. Ilja Kaenzig (Overall Football Coordination at Bayer Leverkusen)
The defenders are the accountants who prevent the company from going into the red. In the midfield, the managers develop the strategy, and in the forward line, the marketing people ensure that the deals have a high experience value. That's the distribution of competencies in a market economy, and that's all a modern community needs, which is why the club president is also the ideal candidate for the highest government office. Fabio Capello (then coach at AC Milan)
A good player is an exemplary employee. Silvio Berlusconi (candidate for the highest government office)
Yes, I thought, my God, I'm finally getting a return on the 5 million I get here every year. Michael Büskens (after scoring a goal)
There is no more conformist contemporary than the soccer fan. Everywhere else, people have freed themselves from the role pattern of the corporative state. The last group that displays strictly ritualized behavior, dresses in color-coded costumes, cultivates coats of arms and anthems, uses its own codes and is committed to typical chants with a simple, regionally differentiated custom, are the soccer fans. Dirk Schümer
In the latest Sunday Times ranking of the thousand richest Englishmen, there are no footballers - but thirty club presidents. Ernst Kindhauser (Weltwoche 23/00)
The stock market in Frankfurt or on Wall Street does not conceal the fact that it is all about returns. In football, however, greed for money is cloaked in loyalties and traditions that cannot be harmed by the fact that they are constantly being broken. Football is one of the most mendacious manifestations of capitalism. Dirk Schümer
The new season will see the first Indian playing in the English Premier League. This will open up a market of one billion people. An enormous source of money has been tapped. The goal of every club must be to capture a share of the Asian market potential. Ilja Kaenzig
Beat Gloor, www.textcontrol.ch

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