Dennis Lück gives the Aargau community slogans high marks

Dennis Lück took a close look at 86 community slogans for Switzerland at the weekend. From "Aarburg - centrally ideal!" to "Zufikon - simply worth living!" - the claims showed "that the canton of Aargau is generally a really great place to live," finds the Jung-von-Matt creative director, who was named "Advertiser of the Year" 2017 by Werbewoche in May. The many positive connotations show how much people like living in Aargau.

Lück has settled firmly in the Aargau community of Wohlen, is building a house and takes an active part in community life, as he explained to the Wohler Anzeiger in May: "If only because of the children. You can see me at the Andrew Bond concert or at the model ships in the swimming pool.

Why did the Lücks end up in the fourth-largest municipality in Aargau in the first place? The requirement for his new home was that it had to be within 30 kilometers of his workplace: "We ended up in Wohlen by chance. And we made friends here. That's why we want to stay here in the future.

It is therefore not surprising that Lück counts the Wohlen claim "lebendig & mittendrin" (alive and in the thick of it) among his favorites. However, the slogan only works if what it claims is put into practice by the municipality. "Wohlen does that well," Lück thinks. "We try to be in the center and be alive with everything we do. That can be reflected in every village festival, in every community meeting. If a claim provides that kind of orientation, it's good."

Lück calls this guideline for action - in addition to the five-word limit - the mandatory requirement for a large claim. For global companies, this can cost up to a quarter of a million francs. Money that, for a municipality in Aargau, would naturally be better spent on a new kindergarten, says Lück.

The municipality of Widen with "Municipality with foresight" is also praised by the "Advertiser of the Year": "This refers to the beauty of the municipality and at the same time is a clear instruction for action, for example, how to work on the administration there."

And even "Wir. Birr." comes off relatively well - even though the two words don't even rhyme properly. The claim is "so gaga that it sticks". "It has no potential in terms of content, but it has a high potential for sticking. That is also an achievement. (hae)

You can find the whole interview and the list of all claims on Aargauerzeitung.ch.