The public transport company relies on teamwork in which all the gears mesh together: From chauffeurs to mechanics and back office staff. The campaign focuses on this solidarity and celebrates the importance of each individual position for the city's mobility. Creative Director Elia Binelli explains: "We used to take the bus to the office every day. That's why we know first-hand what Stadtbus does - and we wanted to communicate that to the job market."
The Hollywood movie theme permeates all elements and touchpoints of the campaign: from advertising posters and social media content to the landing page, which acts as a central job hub. There, interested parties can find out about professions, training and employment conditions and apply directly.
Responsible at Stadtbus Winterthur: Matthias Gerth, Ramona Lüthi. Responsible at Ese Agency: Elia Binelli (responsible agency / contact person), Elia Binelli, Emanuel Ernst, Jessica Gerber, Aline Braun (concept), Severin Gamper, Rozalia Budimir, Ian Weber, Eleonora Trifunovic (production). Photographer: Alessandro Della Bella.
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According to waste consultant Simon Amann from Winterthur's civil engineering office, many Winterthur residents are unaware that they are doing something illegal and making themselves liable to prosecution. The campaign is therefore primarily intended to educate people. The Winterthur agency Tollkirsch was called in to create suitable campaign themes.
As litter garbage cans at bus stops are mainly used for illegal household waste disposal, the idea was born to integrate these locations into the campaign: The subjects show in an exaggerated way what the respective locations would look like if the employees of the city of Winterthur were not constantly and actively working to keep the city clean.
The aim of the poster campaign is to provide neutral and factual information and raise awareness so that people dispose of their waste correctly again using bin bags. For this reason, the posters deliberately avoid using terms such as "ban", "illegal" or "punishable" - anything else would be counterproductive.
The poster campaign was launched in mid-October and is displayed at bus stops, in parks and on municipal billboards in Winterthur's old town.
Responsible at Entsorgung Winterthur: Simon Amann (waste disposal consultant at the City of Winterthur). Responsible at Tollkirsch: Simon Keller, Carmen Wittmann (idea/concept), Anna Facen (realization).
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From 2023, Clear Channel will market the city of Winterthur and was also able to defend the lots for the digital advertising spaces and the illuminated rotating columns in Zurich. With more than 119,000 inhabitants, Winterthur is the sixth largest city in Switzerland and the second largest in the canton. The new advertising spaces in Winterthur cover more than 700 spaces on public land. In addition to the classic posters, there are now also digital installations with an interactive city map, which provides the population with information about the surroundings and current events.
In addition, Clear Channel will continue to market the screens on Bahnhofstrasse in Zurich. For large-format presence, the illuminated rotating columns positioned throughout the city can still be booked.
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