When slope hooligans go off the rails
SuvaLiv wants to make the ski slopes safer with Ruf Lanz
SuvaLiv wants to make the ski slopes safer with Ruf LanzAmong recreational accidents, winter sports such as skiing and snowboarding (over 32,000 accidents in 2000) occupy an unenviable second place. Nevertheless, even if the number of accidents is subject to weather-related fluctuations and no real trend is discernible, it is clear that the costs for Suva have fallen. According to Susan Huber-Brun, Head of Marketing at Suva, they were around 15 percent lower in the 2000/01 winter season, compared with 210 million francs five years ago.Despite this encouraging development, it is a fact that snow bunnies often overestimate themselves and drive too fast. Due to the increased density of skiers on the slopes, accidents are increasingly resulting in serious injuries.
Denouncing recklessness as the most frequently cited cause of accidents among the core target group of 20 to 30-year-old snow sports enthusiasts was not an easy task for the new prevention budget manager Ruf Lanz: communication with a threatening finger or ingratiation does not go down well with the target audience.
The cool-aesthetic world of Quentin Tarantino
"We have dramatized the message in a concise and surprising way," says concept designer Markus Ruf. Winter sports caps with incisions reminiscent of the masks worn by criminals symbolize the criminal driving style of hooligans and emphasize the message "Don't drive like a criminal on the slopes".
Director Michael Fueter was also inspired by the crime genre of the campaign for the main advertising medium, the TV spot. With a cinematic language that resembles the cool aesthetic world of Quentin Tarantino, he builds up suspense: from the American sleigh that rolls squeakily into an underground parking garage to the driver who menacingly slowly puts on his gloves and cap and then appears to take a double-barrelled gun out of the trunk.
Advertising should also be effective at the point of danger
This turns out to be a pair of ski poles that belong to the skier. "To accompany this, we will come up with a series of unconventional measures at the 'point of danger'," says Ruf. These include posters with the emphatic headline "This is not a stopwatch. It's not worth speeding" right next to the clocks at the top station of the ski lifts and chairlifts. Luca Aloisi
Denouncing recklessness as the most frequently cited cause of accidents among the core target group of 20 to 30-year-old snow sports enthusiasts was not an easy task for the new prevention budget manager Ruf Lanz: communication with a threatening finger or ingratiation does not go down well with the target audience.
The cool-aesthetic world of Quentin Tarantino
"We have dramatized the message in a concise and surprising way," says concept designer Markus Ruf. Winter sports caps with incisions reminiscent of the masks worn by criminals symbolize the criminal driving style of hooligans and emphasize the message "Don't drive like a criminal on the slopes".
Director Michael Fueter was also inspired by the crime genre of the campaign for the main advertising medium, the TV spot. With a cinematic language that resembles the cool aesthetic world of Quentin Tarantino, he builds up suspense: from the American sleigh that rolls squeakily into an underground parking garage to the driver who menacingly slowly puts on his gloves and cap and then appears to take a double-barrelled gun out of the trunk.
Advertising should also be effective at the point of danger
This turns out to be a pair of ski poles that belong to the skier. "To accompany this, we will come up with a series of unconventional measures at the 'point of danger'," says Ruf. These include posters with the emphatic headline "This is not a stopwatch. It's not worth speeding" right next to the clocks at the top station of the ski lifts and chairlifts. Luca Aloisi
