Questions get you further

Schools Z.B. Werbung relaunched the Bernese educational institution Feusi There are dozens of completely different providers of education and training in Switzerland. In terms of communication, however, the schools' appearances are usually like two peas in a pod. The Feusi education center in Bern now wants to counter this with an independent image. The new CI and a campaign launched at the same time have been realized by Z.B. Werbung, which is based in Zurich and Bern. "Anyone who comes to us is looking for continuous development and wants to play an active role," says Sandra von May-Granelli, President of the Board of Directors of Feusi, with conviction. "I want to know" is therefore the name of the new claim, which is intended to appeal to those who want to learn. The campaign shows everyday situations from the school environment. Photographer Christian Aeberhard deliberately worked with authentic Feusi models. They were asked questions that were as provocative as possible.
CD Felix Zimmermann had the texts written on typical school utensils. "Why do you write upper case small?" or "Until when was the earth a disk?" are such questions. The poster or advertisement is not intended to provide conclusive answers. A possible hint is given by the claim: "I want to know."
The campaign can be expanded as required. For example, current issues will also be embedded in questions. The subjects can also be seen in Bern on streetcars, Cinémotion and wild posters. Z.B. has also produced a customer magazine and various brochures.
Andreas Panzeri