Contemporary communication
Dancing visual worlds: The dance festival "Steps" will soon be touring Switzerland again, presented by Migros Culture Percentage. In its 14th edition, 86 performances will be shown in 39 theaters.
The Migros Culture Percentage Dance Festival "Steps" celebrates its premiere on April 24 - for the first time at the Zurich Opera House with the world premiere of an evening created especially for "Steps" for the Zurich Ballet. Twelve international companies will then tour 35 Swiss cities and present 86 performances in 39 theaters.
The 14th edition of Switzerland's largest contemporary dance biennial is once again taking place this year under the motto "The world dances on". The well-known slogan and a consistent further development of the visual language are intended to achieve the greatest possible recognition effect among the public, even though the festival only takes place every two years, as Barbara Salm and Gerda Treml, who are responsible for communication at Migros Culture Percentage, explain.
The overall concept for "Die Welt tanzt an" and the design of the communication were realized by SCC Sennhauser Creative Consulting. René Sennhauser's agency already developed "Steps 2010". In 2012, the creative team introduced the CD with the typography as the central theme. A wide range of measures have now been created for the third implementation: Posters, program booklet, advertisements, film trailers for the cinema, postcards, online presence, commercials, regional measures at the POS, T-shirts, carrier bags in Migros stores and even sugar bags.
The motifs for the campaign visually showcase the dance explorations of contemporary choreographers that can be seen at this year's festival. "Internationality and individuality overlap in the moment of movement, sometimes clearly recognizable, sometimes as a fleeting trace. This creates fascinatingly multi-layered images, as relevant to the present and everyday life as the choreographies themselves," say the designers. The composing comes from Fluxs Artwork. The photos are by Stefan Jermann. Film camera Tim Emmenegger. The dancers were (among others): Azusa Nishimura, Irene Andreetto, Eugene Rodes, Bert Uyttenhove and Marcel Leemann.
Andreas Panzeri
