Ruf Lanz: Consumers are above CEOs
The consumer magazine K-Tipp is the largest subscription magazine in Switzerland. For 25 years, K-Tipp has provided clear, critical and competent information and stands for independent product tests and valuable consumer tips.
Ruf Lanz, the creative agency, emerged as the test winner for communications in the anniversary year. The campaign kicks off with a print campaign that uses an amazing inversion to show that with the K-Tip, power lies with the consumer. In organizational charts, the nationally known CEOs of Migros, Swisscom, Swiss Post, UBS and SBB are for once to be found at the bottom, while above them are consumers in all their diversity: from floor layers to yoga instructors to lawyers. Since the beginning of June, the subjects have been on full-page display in newspapers and magazines. Further trenchant anniversary appearances will follow in late summer.
Responsible at K-Tipp: René Schuhmacher (Editor), Peter Salvisberg (Member of the Executive Board). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (overall responsibility), Markus Ruf, Peter Brönnimann (creative direction), Isabelle Hauser (art direction), Peter Brönnimann (text), Pascal Trütsch (consulting), Armin Arnold (DTP).
