"Censored" campaigns
Advertising Bans: With an advertising campaign designed by Publicis, Allianz aims to stir up opposition to the introduction of advertising bans.
Advertising bans With an advertising campaign conceived by Publicis, the alliance wants to create a mood against the introduction of advertising bans.The idea is simple: using existing campaigns, censored with bars, the alliance against advertising bans promotes "freedom of opinion". The advertising idea was conceived by Publicis. It won the pitch against two other agencies. "We opted for this campaign because it is apt and versatile," explains Piero Schäfer, Communications Officer at Schweizer Werbung. CD Markus Gut, the consulting duo Christian Siegrist and Sylvia Goetschel as well as Cornelia Harder in project management were responsible for the implementation.
It is not yet clear when the campaign, which consists of posters, advertisements, TV and radio spots, will be launched. "We're expecting June," says Harder. She has already received the green light from six companies whose advertising will be "misused" in the campaign: Swisscom, Heineken, Mobiliar, Renault, Migros and Coca-Cola.
The Alliance also wants to exert pressure on the political terrain: it decided to fight the efforts of some cantons to enact a cantonal ban on tobacco advertising, similar to that in Geneva, by means of referendums. Thanks to the involvement of the Swiss
trade association, the
Allianz has the necessary structures in place. There are currently no further legislative proposals. However, initiatives calling for a ban on tobacco advertising are still pending in various cantons. In Bern, the government has also called on outdoor advertisers to voluntarily refrain from tobacco advertising before any legislation is passed. This proposal will also be opposed by the
Alliance lobbying. Alliance campaign: advertising bans are "censorship".
(mk/af)
It is not yet clear when the campaign, which consists of posters, advertisements, TV and radio spots, will be launched. "We're expecting June," says Harder. She has already received the green light from six companies whose advertising will be "misused" in the campaign: Swisscom, Heineken, Mobiliar, Renault, Migros and Coca-Cola.
The Alliance also wants to exert pressure on the political terrain: it decided to fight the efforts of some cantons to enact a cantonal ban on tobacco advertising, similar to that in Geneva, by means of referendums. Thanks to the involvement of the Swiss
trade association, the
Allianz has the necessary structures in place. There are currently no further legislative proposals. However, initiatives calling for a ban on tobacco advertising are still pending in various cantons. In Bern, the government has also called on outdoor advertisers to voluntarily refrain from tobacco advertising before any legislation is passed. This proposal will also be opposed by the
Alliance lobbying. Alliance campaign: advertising bans are "censorship".
(mk/af)
