CAMPAIGN PLATFORM
[02] ANSPRECHEN, WAS IM RAUM STEHT
In its fall 2024 campaign, the NZZ will strengthen its presence in the German market, aiming to boost brand awareness and growth driven by its reputation. Under the tagline «Ansprechen, was im Raum steht» (Addressing the Elephant in the Room), the campaign tackles unresolved political and economic issues like migration policy and the rise of the AfD, symbolized by the proverbial elephant in the room. The CGI-rendered elephant becomes a platform for discussions around these pressing contemporary issues.
The campaign responds to the growing need for a diversity of opinions in an increasingly skeptical media environment, reinforcing NZZ’s position as a voice for independent journalism with a fresh perspective. The objective is to expand NZZ’s brand recognition in Germany and cement its status as a trusted source for informed debates.
Luisa Ender, Head of Customer Revenue for NZZ Germany, states: «Our goal in designing the campaign was to use attention-grabbing media to strengthen the positioning of the 'Neue Zürcher Zeitung' as a medium for diverse opinions and debate culture. We give our readers, as well as those viewing the campaign, room to form their own thoughts and opinions.»
Strategically placed on DOOH screens in major German cities, airports, train stations, and across social media, the campaign’s bold visuals ensure a strong urban presence. This powerful imagery plays a key role in driving NZZ’s brand awareness and growth in Germany.
[About NZZ]
Since 1780, the Neue Zürcher Zeitung (NZZ) has shaped quality journalism in the German-speaking world, consistently maintaining its position as Switzerland's top-ranked media outlet for the fifth consecutive year.
[CREDITS]
NZZ: Project management, content development, concept design for individual motifs PROLOG7: Strategy, campaign platform, Art Buying Flaeck, Tobias Stierli: CGI