CAMPAIGN
[01] DARÜBER MÜSSEN WIR REDEN
«Darüber müssen wir reden.» (We Need to Talk.) is a campaign platform built on clear, concise visuals and a flexible mechanism. Developed in collaboration with NZZ Deutschland, the campaign addresses current editorial topics and brings them directly to the public—making them relevant and timely.
With simple, bold visuals, the campaign can swiftly respond to societal debates and maintain a presence at high-traffic locations, such as major train stations in Frankfurt or Düsseldorf. For example, the topic «Is football becoming fairer with VAR?» is highlighted at just the right moment on the day of the German national team’s match. This dynamic approach ensures that NZZ remains in continuous dialogue with its audience.
The simplicity of the concept makes the campaign especially effective: a few powerful words and clear images that make an impact within seconds. It is ideal for out-of-home media, where attention is particularly valuable.
[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: Concept and execution of the advertising materials, including headlines PROLOG7: Strategy, campaign platform, creative concept audienzz AG, Ströer: Distribution