Republica: Role reversal for Bea and Lea
BEA is now entering its fourth year with its two mascots—Bea, the girl, and Lea, the cow. This year, the two are switching roles: Bea is dressing up as a cow, and Lea as a blonde country girl.
With the role reversal under this year's motto "Original and Original", those responsible at Republica want to convey two things: On the one hand, BEA is and remains a proven and safe value in terms of tradition, fun and shopping. On the other hand, the spring fair offers its loyal audience original attractions every year, such as the Swisscom gigawave, and new highlights.
And something else is completely new this year, namely Bea. The girl who embodies the bright advertising character was tracked down with a casting and at the BEA booth at the Suisse Toy fair. She was one of ten candidates who made it to the final round and were invited to a test shooting. The new Bea not only convinced the jury (consisting of representatives of Bernexpo Groupe, Republica as well as the photographer), but she was also best received on Facebook. The BEA will take place from April 29 to May 8, 2016.
Responsible at Bernexpo Groupe: André Caradonna (Head of Communications), Rachel Strebel (Head of Communications BEA), Daniel Beyeler (Exhibition Manager). Responsible at Republica: Mike Krüll (creative direction, text, concept), Kerstin Berk (art direction), Daniela Zehr (senior consulting), Marc Deriaz (graphics/RZ), Jonathan Heyer (photo), Bala Trachsel (overall responsibility).
