Euro RSCG Zurich: Du-Ambient campaigns sharpen the eye for art
To engage culture lovers in public spaces and attract them as *Du* subscribers, Euro RSCG Zurich has developed ambient campaigns to accompany several magazine issues published in recent months.
The aim of these campaigns was to sharpen the eye of passers-by for public works of art and to show them with the eye-tracking appearance of the current DU campaign that they understand art better when they read the DU magazine.
Huge eye-trackers on Zurich's Helvetiaplatz, Paradeplatz and General-Guisan-Quai reproduced the artworks by Karl Geiser, General Idea and Christoph Haerle. On closer inspection, however, passers-by saw that hidden in the black zigzag line was a small-print DU message providing background information on the artists and their works.
At the "Monument to Labor", we learned that although Karl Geiser won numerous competitions for public sculptures, he was never able to complete any of his commissioned works. He struggled too much with the demand to create "something right" for the public, despaired and took his own life. In the eye-tracking text of the "AIDS Sculpture", one could read that the Canadian artist trio General Idea deliberately replaced Robert Indiana's famous sculptural word "LOVE" with the word "AIDS", because for two of the three artists, love had become infected with the HI virus. Both later died as a result of the immunodeficiency disease. The report in the zigzag line of "Ganymede's Sister" revealed that the stone sculptor and architect Christoph Haerle had designed his spherical fountain especially for this location in order to express the abundance of the surroundings, which is why the fountain overflows. Haerle's contemporary work sees itself as art in architecture, as a link between the historic park and our time.
The resolution of the three eye-tracking activities followed as a caption for pedestrians: "See more when looking at art." With the most beautiful magazine that conveys knowledge about art and culture.
Responsible for Du: Oliver Prange (publisher), Oliver Burger (publishing/advertising manager). Responsible at Euro RSCG Zurich: Frank Bodin (overall responsibility), Axel Eckstein (CD), Christina Wellnhofer (AD), Dominique Magnusson (graphics), Ivan Madeo (text concept), Edi Burri (production), Anna Colby (art buying), Milena Elias (consulting). management tools AG: Klaus Ammon, Stephanie Hatzius.
Huge eye-trackers on Zurich's Helvetiaplatz, Paradeplatz and General-Guisan-Quai reproduced the artworks by Karl Geiser, General Idea and Christoph Haerle. On closer inspection, however, passers-by saw that hidden in the black zigzag line was a small-print DU message providing background information on the artists and their works.
At the "Monument to Labor", we learned that although Karl Geiser won numerous competitions for public sculptures, he was never able to complete any of his commissioned works. He struggled too much with the demand to create "something right" for the public, despaired and took his own life. In the eye-tracking text of the "AIDS Sculpture", one could read that the Canadian artist trio General Idea deliberately replaced Robert Indiana's famous sculptural word "LOVE" with the word "AIDS", because for two of the three artists, love had become infected with the HI virus. Both later died as a result of the immunodeficiency disease. The report in the zigzag line of "Ganymede's Sister" revealed that the stone sculptor and architect Christoph Haerle had designed his spherical fountain especially for this location in order to express the abundance of the surroundings, which is why the fountain overflows. Haerle's contemporary work sees itself as art in architecture, as a link between the historic park and our time.
The resolution of the three eye-tracking activities followed as a caption for pedestrians: "See more when looking at art." With the most beautiful magazine that conveys knowledge about art and culture.
Responsible for Du: Oliver Prange (publisher), Oliver Burger (publishing/advertising manager). Responsible at Euro RSCG Zurich: Frank Bodin (overall responsibility), Axel Eckstein (CD), Christina Wellnhofer (AD), Dominique Magnusson (graphics), Ivan Madeo (text concept), Edi Burri (production), Anna Colby (art buying), Milena Elias (consulting). management tools AG: Klaus Ammon, Stephanie Hatzius.
