Switzerland - Germany: 1 : 1

National pride "How many Germans can Switzerland take?" That's what Blick is currently trying to find out as part of a major campaign. The series of articles is being promoted by the Zurich branch of the Berlin agency Scholz + Friends. As the new agency for Blick, the Zurich-based Friends are working with advertisements, online banners, PoS posters and a TV spot in their broad-based advertising. The latter focuses on polarization: the Swiss flag is first seen on a red background - accompanied by the sounds of the Swiss anthem. As the camera slowly zooms away from the flag, a yellow and a black bar gradually move into the picture at the top and bottom, threatening to displace the white cross on a red background. This visualization is new. However, the implementation on the posters is not entirely new, as Reinhold Weber noticed. Seven years ago, when he opened his agency in Berlin, he used the same gag and put up a series of posters on his own behalf - a campaign that was immediately widely reported in the Berlin press and won awards. Reinhold smiles: "How much German advertising can the gaze take?"