Your own navel at the center

 
Sonntagszeitungen Wirz Werbung places the new Sonntag CH at the center of its target audience. 
"I'll never start anything on a Sunday again", sang Monica Morell in 1973 and this hit song occupied the number 1 spot in the official Swiss hit parade for five weeks. On September 16, 2007, despite the warning, someone wants to start something on a Sunday again. Will the same success be repeated in the hit parade? - If the advertising is anything to go by, many people should have a musical ear for the idea: "Finally a Sunday newspaper that's not just made for Zurich residents" is the headline for Sonntag CH from the AZ Medien Group.Wirz only recently won the pitch for the new Sunday newspaper. And the campaign is already up and running. Advertised as an advertiser campaign, the idea and implementation were so well received by those responsible at the AZ Medien Group that the reader campaign was also won.
Whether SonntagsZeitung, NZZ am Sonntag or SonntagsBlick, they all come from Zurich and view the world from Zurich. "So it's only right and proper that a Sunday newspaper is finally coming onto the market that focuses on the Mittelland," say the strategists of the new Sonntags and have incorporated this attitude as a key point in their beautifully designed advertising.
Inspired by the Romanian artist Saul Steinberg, who achieved world fame with a cover picture for the New Yorker magazine by exposing what he saw as the limited view of New Yorkers from Ninth Avenue across the Hudson River to the Pacific Ocean, the artfully designed campaign for Sonntag CH also looks at world events from Zofingen, Olten, Liestal, Grenchen, Aarau or Solothurn and takes them beyond the horizon. The publisher liked this view of things so much that 5 subjects have become 20. "The fourth - or fifth, to be precise - Sunday newspaper is the first to have a genuinely different slant," says publishing director Sabine Galindo.
CD Matthias Freuler at Wirz is very pleased that he was able to recruit Daniela Kirchlechner, a well-known artist, for the realization, who "lovingly created elaborate works of art in which there is always something new and interesting to discover". The agency is aware that requests for the subjects as posters will soon be coming in from the expected local patriots in Zofingen, Olten and Aarau.
Technically, the graphics were created in such a way that the well-known buildings in the Mittelland were first photographed, then artistically repainted and photographed again three-dimensionally as cardboard objects and presented to the even more abstracted background.
Andreas Panzeri