Advertising that shreds

Trade press It is as well-known among lawyers as the cult among advertisers: the bimonthly magazine for law and politics Plädoyer, for which publisher René Schuhmacher commissioned the Zurich agency Hesskiss for the subscription campaign. Their simple yet unusual basic idea: to encourage celebrities who have come into conflict with the law to use Plädoyer. The first motif is aimed at the Basel financial juggler Dieter Behring, who receives a free trial number with the rather cheeky question: Who can actually afford not to subscribe to Plädoyer? At the time of going to press, it had not yet been decided who would be allowed to answer this question after Behring.