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“Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign

Contributed by Stephen Coles on Jan 20th, 2021. Artwork published in .
    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 1
    Source: https://www.youtube.com License: All Rights Reserved.

    For their recent “We need Switzerland.” campaign, seen in web videos and subway billboards, Switzerland Tourism went with a Portuguese product: Nazare from Lisbon foundry Ndiscover. Perhaps their criteria was purely aesthetic: an expressive, idiosyncratic typeface to contrast with their standby Neue Helvetica which is used throughout the rest of their identity. To quote branding firm Jannic Mascello:

    We got away from the static geometric design and wanted to get closer to the famous vintage posters from Switzerland Tourism.

    I’m interested to see which vintage posters they had in mind because Nazare feels distinctly 21st-century to me, but I get the gist.

    Agency: Wirz BBDO, Creative Direction: Alain Eicher, Fernando Perez, Livio Dainese, Thomas Kurzmeyer, Graphic Design: Nicole Jara Vizcardo, Nico Schläpfer, Lia Bellini, Text: Florian Siegrist, Mark Stahel, Adrian Busse, Photography: Bruno Augsburger, Image Editing: Lorenz Wahl, Agency Producing: Erasmo Palomba, Mediarealisation: Oliver Fäs, Sherif Ademi, Jacqueline Chevrolet, Thomas Peller, Production: Dynamic Frame

    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 2
    Source: https://jannicmascello.ch License: All Rights Reserved.
    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 3
    Source: https://jannicmascello.ch License: All Rights Reserved.
    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 4
    Source: https://jannicmascello.ch License: All Rights Reserved.
    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 5
    Source: https://www.facebook.com License: All Rights Reserved.
    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 6
    License: All Rights Reserved.
    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 7
    Source: https://www.youtube.com License: All Rights Reserved.
    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 8
    Source: https://www.youtube.com License: All Rights Reserved.
    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 9
    Source: https://www.youtube.com License: All Rights Reserved.
    “Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 10
    Source: https://www.youtube.com License: All Rights Reserved.

    Typefaces

    • Nazare
    • Neue Helvetica

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    1 Comment on ““Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign”

    1. Over on Twitter, Francis Chouet (lines of packed tourists this week) and Nina Stössinger (numbers) rightfully point out that launching a mid-pandemic tourist campaign is not exactly clever, if not outright harmful:

      55 deaths per day works out to one in 155,000 or so… which puts the current death rate per capita (7-day average) at about ⅔ of what it is in the US. So like… not *great* for a holiday paradise

      — on second reading, this is a 2020 campaign. In hindsight, still not a smart idea, even if partly understandable from tourism entrepreneurs’ point of view.

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