“Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign
![“Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign 1](https://original.fontsinuse.com/fontsinuse.com/use-images/131/131068/131068.jpeg)
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 &DISCOVER. 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
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1 Comment on ““Ich/Wir brauchen Schweiz.” [“I/We need Switzerland.”] campaign”
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:
— 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.