"We are moved by what moves you": Blick focuses on emotionality and proximity with new campaign

Blick gets to the heart of what moves Switzerland: courageous, independent and close to the people. With the new image campaign, the country's best-known media brand underlines its brand essence: authentic journalism that informs, emotionalizes - and sometimes polarizes. The campaign designed by TBWA\Switzerland consists of four video clips and three poster motifs that show the emotional impact of news from different angles.

More than news - an emotional resonance chamber

"Gaze moves and remains in motion itself," says Maximilian Börke, Head of Marketing Ringier Media Switzerland, in the exclusive m&k video interview from the Blick newsroom. Following the visual relaunch, the new campaign also makes the brand promise visible in terms of communication - "close to the people, entertaining and with modern storytelling from different perspectives".

The aim: to show that headlines are more than just information. Every piece of news triggers an emotion - joy, anger, empathy or dismay. The 1:0 in football doesn't cause cheers everywhere, the Bitcoin high doesn't make everyone celebrate, and even the fishing boom among teenagers has its downsides. This duality of emotions forms the narrative core of the campaign.

The claim returns - with attitude

With "We are moved by what moves you", the classic advertising claim is celebrating a small comeback. Manuel WenzelChief Creative Officer TBWA\Switzerland, explains in an interview with m&k: "We wanted to highlight the intersection between the editorial team's drive and the added value for readers. The editors at Blick have a feel for topics that really move people - and that's exactly what the claim expresses." The sentence functions as a symmetry: it combines journalistic drive with proximity to the audience - without pathos, but with precise observation.

Humor instead of tears

Subtle humor is an important element of the campaign. Blick deliberately opts for a tone that also allows for lightness. "News should be fun - but it can still have depth," says Börke. This attitude is reflected in the design: the clips present everyday situations with a wink. They are not over-staged, but tangible. "We wanted to tell a meta-truth that always applies and doesn't need to be topical," adds Wenzel.

Closeness as an attitude - and a trademark

The campaign was developed in close cooperation between the editorial team and the agency. "It was a joint development - almost on an editorial level," says Wenzel. For Börke, this is key: "Blick doesn't look through the window, but is always there when things happen. We wanted to make this proximity visible."

It is hardly surprising that the campaign works primarily in moving images. You can tell that it was first conceived as a film - and only then translated into posters and print. The duality of the implementation does not always work at first glance, but it remains in the memory.

A wreath for the advertisers

Remarkable: Blick and TBWA\Switzerland resist the temptation to play with generational clichés. Instead of targeting Gen Z or millennials, the campaign is aimed at people, not cohorts. At a time when Gen Z is often exaggerated in marketing and advertising circles - in fact, demographically it makes up barely more than 20 percent of the population - this is a pleasantly pragmatic decision.

Show presence - and be remembered

The campaign is running throughout Switzerland on all major TV stations, on digital surfaces and in social media. The posters are visible throughout German-speaking Switzerland. The decisive factor is that Blick is once again making its presence felt - among existing and former readers as well as new target groups. In the end, it's less about campaign aesthetics and more about brand recall. Or, as Börke puts it: "Blick is more than just emotion."