Faith moves mountains
The «Committee for Economic Recovery» aims to improve consumer sentiment with the help of Publicis
The "Committee for the Upswing" wants to improve consumer sentiment with the help of PublicisBy Simone KellerThe economic climate is gloomy. And unlike the weather, there is no end in sight to the downturn. With a poster campaign designed by Publicis, the "Committee for the Upswing" wants to encourage consumers to spend money.
The collapse of Enron, WorldCom and Swissair, plummeting share prices, redundancies and cuts in pension fund contributions are just some of the dark clouds that are darkening the economic skies over Switzerland. Fearing what might come next, the Swiss prefer to put their money aside instead of consuming and investing. This is yet another blow to the Swiss economy, as private consumption is one of the most important pillars of the economy.
Since last Friday, the "Committee for the Upswing" has been demonstrating to consumers on various APG billboards that their contribution is important. The organization is backed by opinion leaders from politics, business, culture, sport and the media who are committed to improving the consumer climate. The Zurich agency Publicis, which was a co-initiator of the committee and campaign alongside APG and PiAr, is in charge of designing the B12 and 12-square-metre posters. Based on the "Love is..." subjects of the New Zealander Kim Casali, who died in 1997, the creatives show what upswing is and how each individual can contribute to it. For example, by daring to do something new, believing in the future or not seeing the black.
It is understandable that advertising agencies are campaigning for a good consumer climate: advertising budgets are usually the first to fall victim to the recession scissors. Even if the economic success of these campaigns cannot be proven, they have at least left a creative mark.
For example, the slogan "Upswing begins in the mind", which Bootz & Grolimund used in 1993 to counter the persistent recession, remains unforgotten. After September 11, McCann-Erickson launched the "I love shopping - I hate terrorism" initiative on its own initiative and Euro RSCG Switzerland is currently also making its contribution to boosting consumption with the "Think +" advertising theme. Fortunately, hope is the last thing to die - especially for the compulsive optimists.
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The collapse of Enron, WorldCom and Swissair, plummeting share prices, redundancies and cuts in pension fund contributions are just some of the dark clouds that are darkening the economic skies over Switzerland. Fearing what might come next, the Swiss prefer to put their money aside instead of consuming and investing. This is yet another blow to the Swiss economy, as private consumption is one of the most important pillars of the economy.
Since last Friday, the "Committee for the Upswing" has been demonstrating to consumers on various APG billboards that their contribution is important. The organization is backed by opinion leaders from politics, business, culture, sport and the media who are committed to improving the consumer climate. The Zurich agency Publicis, which was a co-initiator of the committee and campaign alongside APG and PiAr, is in charge of designing the B12 and 12-square-metre posters. Based on the "Love is..." subjects of the New Zealander Kim Casali, who died in 1997, the creatives show what upswing is and how each individual can contribute to it. For example, by daring to do something new, believing in the future or not seeing the black.
It is understandable that advertising agencies are campaigning for a good consumer climate: advertising budgets are usually the first to fall victim to the recession scissors. Even if the economic success of these campaigns cannot be proven, they have at least left a creative mark.
For example, the slogan "Upswing begins in the mind", which Bootz & Grolimund used in 1993 to counter the persistent recession, remains unforgotten. After September 11, McCann-Erickson launched the "I love shopping - I hate terrorism" initiative on its own initiative and Euro RSCG Switzerland is currently also making its contribution to boosting consumption with the "Think +" advertising theme. Fortunately, hope is the last thing to die - especially for the compulsive optimists.
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Upswing campaign
The textbook campaign wasn't so good after all. It's just a difficult profession. And it won't be easy to get people to consume. Or is it? Please click on www. werbewoche.ch/adrating
Klett and Balmer campaign
Top: 45,43%
Flop: 54,57%
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