Twisted words against twisted bones
Ruf Lanz has created a new campaign for Suva to bring speeders to their senses.
Wintertime is ski time. Anyone who is finally back on a white summit can think of nothing better than giving their skis free rein to enjoy freedom and speed to the full. Modern carving skis are becoming easier and easier to maneuver, giving even average skiers the feeling that they are in control of their skis. But those who seem to fly through the snow as if on rails quickly reach speeds of 50 to 70 kilometers per hour - and forget the risk of accidents in the rush of speed. A collision at 50 km/h is the equivalent of a fall from a height of 9.8 meters.
From the knee joint to the Kienglenek
The number of speeding accidents on the ski slopes is increasing from year to year. According to UVG statistics, around 24,000 skiers and 9,000 snowboarders were involved in accidents in 2006. The costs for the insurance company Suva amounted to over 230 million Swiss francs. For years, the Suva brand SuvaLiv has been committed to improving skiing safety, for example with voluntary speed measurements on the slopes. Ruf Lanz has been designing the award-winning advertising campaigns that support this commitment since 2002. In the current campaign, twisted words stand for twisted limbs. They are just as unrecognizable after a crash as the fragmented words of the creatives. Anyone who reads "Oebrshcneekl" on the poster, which is designed like an X-ray, will feel the impending pain in the affected body part as soon as they read it - and will adjust their speed accordingly. That's what the insurance company and advertising agency hope.
The motifs are not only displayed on F12 posters in all Swiss ski regions, but are also stuck on the safety bars of the chairlifts. This makes them the "last words" that skiers and snowboarders read before plunging into the white fun. An appeal for short-term memory. The chairlift hangers also refer to the possibility of creating a personal risk profile with Suva.
Anne-Friederike Wilhelm
From the knee joint to the Kienglenek
The number of speeding accidents on the ski slopes is increasing from year to year. According to UVG statistics, around 24,000 skiers and 9,000 snowboarders were involved in accidents in 2006. The costs for the insurance company Suva amounted to over 230 million Swiss francs. For years, the Suva brand SuvaLiv has been committed to improving skiing safety, for example with voluntary speed measurements on the slopes. Ruf Lanz has been designing the award-winning advertising campaigns that support this commitment since 2002. In the current campaign, twisted words stand for twisted limbs. They are just as unrecognizable after a crash as the fragmented words of the creatives. Anyone who reads "Oebrshcneekl" on the poster, which is designed like an X-ray, will feel the impending pain in the affected body part as soon as they read it - and will adjust their speed accordingly. That's what the insurance company and advertising agency hope.
The motifs are not only displayed on F12 posters in all Swiss ski regions, but are also stuck on the safety bars of the chairlifts. This makes them the "last words" that skiers and snowboarders read before plunging into the white fun. An appeal for short-term memory. The chairlift hangers also refer to the possibility of creating a personal risk profile with Suva.
Anne-Friederike Wilhelm
