Keyhole included
Magazines Publicis makes it clear for Schweizer Illustrierte that it not only wants to get closer to celebrities, but that it can get closer.
Magazines Publicis makes it clear for Schweizer Illustrierte that it not only wants to get closer to celebrities, but that it can get closer.
"Playfully close to the stars." Schweizer Illustrierte (SI) has worked according to this concept in its previous reader campaigns, both at Wirz Werbung and now also at Publicis. They showed how SI photographers spared no effort to jump into the water with celebrities, rehearse next to a ballerina or, as SI reporters, take pictures closer than conventional paparazzi. Now Publicis is continuing the series with an advertisement for SI's actual core competence, namely the home story. A football star is not only interesting as a football star, a presenter not only as a presenter, a politician not only as a politician. Celebrities are interested in everything, from their living conditions to everyday details. Logically, the better access a magazine has to this world, the more exciting its reporting can be. In addition to this editorial credo of SI, Publicis wants to make it known that the claim "closer to the stars" is by no means an empty promise. And it goes without saying that the aim of advertising must be to implement and accentuate this special proximity in an attractive way.
For the new campaign, the agency worked with Editor-in-Chief Marc Walder and Publishing Director Urs Heller to develop a multiple-choice presentation, "a quiz to make you smile instead of puzzling you," as CD Markus Gut puts it. The three names in connection with the picture amuse and lead the viewer to the solution.
And if you occasionally have to take a closer look, that can't hurt either, say the specialists for home stories. In the quiz subject with the elegant ladies' shoes, for example, both Patty Schnyder and Salome Clausen come into question. But with a little more attention, the saving tennis rackets can be spotted in the background of the picture.
The goodwill that Schweizer Illustrierte enjoys with celebrities was a great advantage in the realization of the campaign. "The commitments came quickly, and Ines Rimmele from Art Buying at Publicis was able to enjoy an uncomplicated collaboration in a good atmosphere," reports the agency.
Incidentally, Publicis believes that taking part in the SI campaign also benefits the stars. By opening their doors to the general public, they demonstrate their sense of humor.
The SI credo for home storiesSI editor-in-chief Marc Walder defines a home story as a portrait
of a person, taking privacy into account. It goes without saying that every celebrity has the right not to have certain areas photographed. Before every shoot, there is a discussion about what is shown and what is not. But the picture must be genuine. Walder is not interested in anything that is posed, artificial or inauthentic.
The mini home stories in the new campaign are a pointed development of last year's subjects. However, the claim "Closer to the stars" is visualized even more strongly this time. The second strength Walder likes about the campaign is the wink. If you look closely, you will discover such a funny detail in every subject. But here, too, it had to be true: Everything remains genuine.
The campaign can currently be continued at will. However, no stars will be included in the advertising without their permission.
SI competes with questions: Who is the most beautiful in the whole country? new underwear for the girlfriend: soccer star Murat Yakin.
Andreas Panzeri
"Playfully close to the stars." Schweizer Illustrierte (SI) has worked according to this concept in its previous reader campaigns, both at Wirz Werbung and now also at Publicis. They showed how SI photographers spared no effort to jump into the water with celebrities, rehearse next to a ballerina or, as SI reporters, take pictures closer than conventional paparazzi. Now Publicis is continuing the series with an advertisement for SI's actual core competence, namely the home story. A football star is not only interesting as a football star, a presenter not only as a presenter, a politician not only as a politician. Celebrities are interested in everything, from their living conditions to everyday details. Logically, the better access a magazine has to this world, the more exciting its reporting can be. In addition to this editorial credo of SI, Publicis wants to make it known that the claim "closer to the stars" is by no means an empty promise. And it goes without saying that the aim of advertising must be to implement and accentuate this special proximity in an attractive way.
For the new campaign, the agency worked with Editor-in-Chief Marc Walder and Publishing Director Urs Heller to develop a multiple-choice presentation, "a quiz to make you smile instead of puzzling you," as CD Markus Gut puts it. The three names in connection with the picture amuse and lead the viewer to the solution.
And if you occasionally have to take a closer look, that can't hurt either, say the specialists for home stories. In the quiz subject with the elegant ladies' shoes, for example, both Patty Schnyder and Salome Clausen come into question. But with a little more attention, the saving tennis rackets can be spotted in the background of the picture.
The goodwill that Schweizer Illustrierte enjoys with celebrities was a great advantage in the realization of the campaign. "The commitments came quickly, and Ines Rimmele from Art Buying at Publicis was able to enjoy an uncomplicated collaboration in a good atmosphere," reports the agency.
Incidentally, Publicis believes that taking part in the SI campaign also benefits the stars. By opening their doors to the general public, they demonstrate their sense of humor.
The SI credo for home storiesSI editor-in-chief Marc Walder defines a home story as a portrait
of a person, taking privacy into account. It goes without saying that every celebrity has the right not to have certain areas photographed. Before every shoot, there is a discussion about what is shown and what is not. But the picture must be genuine. Walder is not interested in anything that is posed, artificial or inauthentic.
The mini home stories in the new campaign are a pointed development of last year's subjects. However, the claim "Closer to the stars" is visualized even more strongly this time. The second strength Walder likes about the campaign is the wink. If you look closely, you will discover such a funny detail in every subject. But here, too, it had to be true: Everything remains genuine.
The campaign can currently be continued at will. However, no stars will be included in the advertising without their permission.
SI competes with questions: Who is the most beautiful in the whole country? new underwear for the girlfriend: soccer star Murat Yakin.
Andreas Panzeri
