Around the world by butterfly
Newspapers Spillmann Felser Leo Burnett is launching a new phase of the Tagi campaign.
Newspapers Spillmann Felser Leo Burnett enters a new round with the Tagi campaign What consequences could the major bee mortality in the USA have for the FCZ? And would Hillary Clinton's election have an impact on taxes in Wetzikon? And conversely, could a local Zurich event have consequences for the rest of the world? Stay tuned, stay tuned, stay tuned... As befits its claim, the Tages-Anzeiger is explicitly sticking to events in its new advertising campaign and for the first time showing what effects they could have. The result: a fun, intelligent and witty text campaign that uses current topics to illustrate the broad spectrum of the Tages-Anzeiger and draws attention to the fact that in today's world, many things depend on each other.
Keep at it - even with the consequencesSpillmann Felser Leo Burnett based this idea on the so-called butterfly effect - "The flap of a butterfly's wings in the Amazon jungle can trigger a hurricane in Europe." Mani Matter dramatized it in a similar way in his "Zündhölzli-Lied".
Staying tuned - the long-standing motto of the Tages-Anzeiger means not only staying tuned to topics, but also to the consequences of events. Because every event automatically leads to further events. "We don't know exactly which ones. But we can speculate," explains CD Peter Brönnimann. His copywriters were therefore allowed to make imaginative guesses as to which direction certain events might take, which areas they might touch on and how they might influence our everyday lives in a very individual way. According to the ad, sporting events are not only relevant for sports fans, but can also have an impact on the economy or politics. And political decisions in Washington could in turn have consequences for taxpayers in Wetzikon. In short: "Because many things are interdependent today, a complete newspaper like the Tages-Anzeiger is more relevant to people than ever," says the advertising department. A newspaper that takes regional issues just as seriously as international ones. A newspaper that reports on news from the world of science as well as from the world of business. A newspaper for which the grievances in Zurich's Borrweg School are just as much an issue as the grievances in the American Walter Reed Army Hospital. And finally, a newspaper that also provides a great deal of background knowledge and shows the connections.
The Tagi agency Spillmann Felser Leo Burnett has created around a dozen advertisements for an initial phase. From "What if no new nuclear power plants are built?" to "What if Hillary Clinton becomes US President in 2008?" to "What if Ailton scores a lot of goals?" Later, these advertisements will also trigger radio and television commercials in the same style.
Andreas Panzeri
Keep at it - even with the consequencesSpillmann Felser Leo Burnett based this idea on the so-called butterfly effect - "The flap of a butterfly's wings in the Amazon jungle can trigger a hurricane in Europe." Mani Matter dramatized it in a similar way in his "Zündhölzli-Lied".
Staying tuned - the long-standing motto of the Tages-Anzeiger means not only staying tuned to topics, but also to the consequences of events. Because every event automatically leads to further events. "We don't know exactly which ones. But we can speculate," explains CD Peter Brönnimann. His copywriters were therefore allowed to make imaginative guesses as to which direction certain events might take, which areas they might touch on and how they might influence our everyday lives in a very individual way. According to the ad, sporting events are not only relevant for sports fans, but can also have an impact on the economy or politics. And political decisions in Washington could in turn have consequences for taxpayers in Wetzikon. In short: "Because many things are interdependent today, a complete newspaper like the Tages-Anzeiger is more relevant to people than ever," says the advertising department. A newspaper that takes regional issues just as seriously as international ones. A newspaper that reports on news from the world of science as well as from the world of business. A newspaper for which the grievances in Zurich's Borrweg School are just as much an issue as the grievances in the American Walter Reed Army Hospital. And finally, a newspaper that also provides a great deal of background knowledge and shows the connections.
The Tagi agency Spillmann Felser Leo Burnett has created around a dozen advertisements for an initial phase. From "What if no new nuclear power plants are built?" to "What if Hillary Clinton becomes US President in 2008?" to "What if Ailton scores a lot of goals?" Later, these advertisements will also trigger radio and television commercials in the same style.
Andreas Panzeri
