Integration campaign "Give Zurich your face
The Integration Office of the Canton of Zurich is implementing a concept developed by TBWA\Zürich. With this new campaign, the agency is fostering a collective sense of community and establishing a digital identity.
The canton of Zurich has been one of the destinations with a great attraction for immigrants for a few years now. The cantonal office for integration issues pursues the goal of creating equal opportunities for the whole of society and coordinates community, refugee and public relations work between communities, society, business and all other stakeholders.
At the heart of the campaign is the website I'mtorich.chwhere every citizen of Zurich can participate via webcam or selfie. Facial recognition software has been programmed so that each additional photo directly creates a new overall face that is constantly changing. The more than 100 nations in the canton thus ensure that Zurich's identity is constantly changing.
With the additional group function on the website, school classes, sports clubs or entire companies can also generate their common face.
The campaign is launched with online banners featuring the faces of a woman and a man calling for participation. The campaign is also accompanied by media partnerships.
The final
To dissolve the campaign, one common face for all Zurichers and one common face for all Zurichers with all participants are to be presented on posters in each case. The entire campaign is on-air with the various activities for over a month and offers numerous touchpoints for different target groups.
Responsible at the Fachstelle für Integrationsfragen: Julia Morais (Head of the Integration Office), Jens Chacko (Project Assistant Public Relations). Responsible at TBWA\Zurich: Matthias Kiess (CEO), Simon Rehsche (Strategy Director), Edith Swiezy (Group Account Director), Bruce Roberts, Cyrill Wirz (Creative Director), Bettina Klossner (Senior Art Director), Tizian Walti (Senior Copywriter), Serge Meierhofer (AD digital), Marek Zdarsky (Junior AD), Stephanie Seematter (Graphic Designer). Responsible at Detail: Ilonka Galliard (project management), Nicolas Bruni (photographer), Franco Elsener (photo production), Ferco Dregelyvari (image editing), Najat Zinbi, Philipp Keusen (make-up); Claudio Mettler (CtrlM.ch); phd (media).
