The future is calling
Schools The new agency Guhl/Partners in Zurich is fighting against austerity and the no-future mood with the private school Minerva.
Only weeks ago, freelance consultant Ursula Guhl opened her one-man business to
a real advertising agency. Now there is already a
first major campaign from the Zurich billboards. "Minerva as a customer
I have been advising for some time," says Ursula Guhl.
The fact remains, however, that once again a deserving advertiser of the
Zurich scene in these difficult times the challenge of "new
future". The spirit of this departure for something new reflects
coincidentally, but meaningfully, very nicely also figuratively in the
first campaign by Guhl/Partners.
Further education booming
The challenge for the agency was, in times of upheaval,
lack of apprenticeships and cost-cutting measures in the education system.
"Institution" Minerva as a real alternative to vocational training
profile. While the public schools are downsizing
with private schools and providers of various
There has been a boom in continuing education courses. Here Guhl can
Minerva is now able to draw on a long tradition in order to
building or maintaining trust with a new generation in the future
deepen.
High quality, future-oriented thinking and innovation in content and
The design of the training courses has been the basis for the
Minerva's success. The institute is part of the Kalaidos Education Group
Switzerland and has been presenting itself for generations as a
an integral part of Zurich's educational landscape.
To make this known once again, after an analysis of the
market very quickly realized that the solution lay in a self-confident,
competitive performance. On the question "What's in it for me?"
The claim "Advantage Minerva" was developed as a concept for the entire
communication. Above every offer, every service
Minerva "advantages" that it has in particular and "in total compared to
other schools and institutes or what makes it special", as
it says in the briefing.
The practical implementation in the advertisements is very direct
with scenes from school, in a combination of rational statements
in emotional pictures. This means that no models were used for the photos,
but real pupils were cast. Photographed were
These were produced by Franz Gloor, who specializes in youth reportages. The
The respective benefit is written in chalk next to the authentic
Pictures from the classroom. The CD and concept developer for this idea was
Hans-Joachim Timm, Johannes Joos is responsible for the art direction.
There are already over 20 subjects with the subtle black and white images.
Their diversity is also intended to show the diversity of Minerva's offerings.
The style elements of the advertisements are combined in the poster campaign with a
additional idea appropriate to the medium. The
Young people are depicted here in strikingly dreamy poses
have been. "When you're young, you have dreams for the future," says Ursula
Guhl on this dramaturgy of unobtrusive images. The fulfillment
of these youthful dreams, the Minerva should subsequently be possible.
make. The benefits of school encourage young people to make their own
future in a real and positive way, "in a projection towards
inside", as Guhl says. The campaign will soon be supplemented by radio spots. Also
These are accompanied by voices and statements from real pupils.
students have been implemented.
In an image brochure designed by the same creative team, the
on the occasion of the 100th anniversary, remember
Former pupils - known and unknown
Personalities such as Pastor Ernst Sieber, the doctor Margrit Ernst,
Federal Councillor Christoph Blocher and Denner boss Philippe Gaydoul - to their
school days at Minerva and talk about the advantages in life that
this time has brought them.
Andreas Panzeri
