Scholz & Friends Zurich Polishes Up Blick's Image

The Zurich branch of the Scholz & Friends agency is positioning *Der Blick* as a critical opinion newspaper with a new poster and print campaign. According to a press release, the campaign combines the tagline «Im Blick kommt’s raus.» with striking and emotional imagery. The documentary-style images, together with their respective headlines, are designed to tell a story of their own. Since the beginning of the year, *Blick* has been using the new tagline, which aims to reposition the publication more strongly as a critical, opinion-driven newspaper. Blick aims to take a stand on issues that matter to people—even in a polarizing way. The image campaign by Scholz & Friends reflects the change in direction of the best-selling daily newspaper.