LIGHTSHOW by Scholz & Friends Zurich for Emmi

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LIGHTSHOW

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Switzerland
Agency Scholz & Friends Zurich
Creative Director Joerg Jahn
Art Director Ivo Hlavac, Christian Sommer Serviceplan
Copywriter Steffen Pejas, Sabine Maja Bremermann
Released August 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: EMMI
Product/Service: LIGHT INSTALLATION
Agency: SCHOLZ & FRIENDS ZÜRICH
Agency: HOFSTETTER MARKETING
Date of First Appearance: Aug 1 2010
Entrant Company: SCHOLZ & FRIENDS ZÜRICH, SWITZERLAND
Creative Director: Joerg Jahn (Scholz & Friends)
Chief Creative Officer: Suze Barrett (Scholz & Friends)
Chief Creative Officer: Dennis Lück (Scholz & Friends)
Art Director: Christian Sommer (Scholz & Friends)
Art Director: Ivo Hlavac (Scholz & Friends)
Copywriter: Steffen Pejas (Scholz & Friends)
Copywriter: Sabine Bremermann (Scholz & Friends)
Light Artist: Gerry Hofstetter (Hofstetter Marketing)
Media placement: Ambient Media - Lightshow - French-Speaking Switzerland / Veytaux/ Castle Chillon - 1 August 2010
Media placement: Ambient Media - Lightshow - German-Speaking Switzerland / Lucerne / Hotel Palace & Hotel Montana - 1 August 2010
Media placement: Ambient Media - Lightshow - Rhaeto-Romanic Area Of Switzerland / Greina / Terrihütte And Piz Greina - 1 August 2010
Media placement: Ambient Media - Lightshow - Italian-Speaking Switzerland / Ascona / Hotel Castello - 1 August 2010

Insights, Strategy & the Idea
BACKGROUND:
On August 1, Switzerland celebrates its national holiday to commemorate the country's confederation. At the same time, EMMI celebrates the introduction of a new umbrella brand design.

THE ASSIGNMENT:
An eye-catching publicity event to make the new design of the EMMI packaging unforgettable.

Creative Execution
THE IDEA:
EMMI has a gift for the Swiss people. A gift that is equally well understood in all four parts of the country: art and culture. Specifically, a gigantic light installation with typical Swiss symbols and colours.

THE INSTALLATION:
8 high-powered projectors, 4 teams, 27 crew members, 1 breathtaking show: Working with renowned light artist Gerry Hofstetter, we illuminated culturally significant locations in Switzerland with imagery and colours taken from the newly designed EMMI packaging on the Swiss national holiday.
From dusk to dawn, the motifs on the buildings changed every minute, providing ever-changing, impressive displays.

THE LOCATIONS:
Thousands of people enjoying the fireworks on August 1 in the streets relished the spectacular lighting installation in strategically located, high-visibility locations in the German, Romansh, French, and Italian areas of Switzerland.

Results and Effectiveness
THE RESULT:
The Swiss print media gratefully covered the event – the media was full of reports about the event in the following days.

In figures, this means:
Approx. 5.6 million media contacts for approximately 8 million residents and a total message value of about 5 million CHF. This made the launch of the design into a conspicuous production that was able to remove the boundaries between advertising, art and culture for one night.