Eleven stars in sparkling Diax red
McCann-Erickson, Zurich, has celebrities promote Diax and organized a vernissage for the campaign
McCann-Erickson, Zurich, lets celebrities advertise for Diax and organized a vernissage for the campaignBy Ernst Weber A lot of celebrities met in Zurich's Inplace Inkognito in the Limmat West development. To be celebrated was a new appearance for the telecom provider Diax, designed by McCann-Erickson, Zurich, for which the stars posed. The pictures were taken by Michel Comte.
Anyone who stages a vernissage to present an advertising campaign must be pretty sure of himself: Frank Boller's voice, CEO of Diax, sounded proud as he thanked everyone who had contributed to the success of the campaign in his welcoming speech. In particular, he named the Swiss star photographer Michel Comte, the eleven celebrities - Geraldine Chaplin, Melanie Winiger, Heliane Canepa, Roger Schawinski, Roger de Weck, Bernard Pichon, Stéphane Chapuisat, Andy Hug, Alain Prost, Simon Estes and Michael von der Heide - who have given themselves up to now for Diax, as well as the agency McCann-Erickson, Zurich, which designed the celebrity appearance.
Diax, which has just become a telecom customer millionaire, considers the appearance a milestone in its still young history. "The national reference campaign is intended to turn the dry product 'telephone minute' into an experience and position Diax as an innovative and lively alternative to Swisscom," said Frank Boller before passing the floor to Peter Rothenbühler.
Tele 24's mercurial program director interviewed Michel Comte, who pointed out the considerable amount of material required for the six-week shoot because the brief called for photos steeped in Diax red. "Engagements like this," Comte said, "allow me to continue to advance the ICRC's People And Places With No Name project."
The creative fathers of the appearance are the two creative directors Claude Catsky and Daniel Comte. "The campaign," says Erwin Brunner, Managing Director McCann-Erickson, Zurich, "sums up the Diax philosophy 'Diax brings telecommunications to life'." Incidentally, the project was kept quiet for as long as possible. During the planning phase, there was a fear that Swisscom might copy the idea, which was tailored to a market leader, at the last moment.
Anyone who stages a vernissage to present an advertising campaign must be pretty sure of himself: Frank Boller's voice, CEO of Diax, sounded proud as he thanked everyone who had contributed to the success of the campaign in his welcoming speech. In particular, he named the Swiss star photographer Michel Comte, the eleven celebrities - Geraldine Chaplin, Melanie Winiger, Heliane Canepa, Roger Schawinski, Roger de Weck, Bernard Pichon, Stéphane Chapuisat, Andy Hug, Alain Prost, Simon Estes and Michael von der Heide - who have given themselves up to now for Diax, as well as the agency McCann-Erickson, Zurich, which designed the celebrity appearance.
Diax, which has just become a telecom customer millionaire, considers the appearance a milestone in its still young history. "The national reference campaign is intended to turn the dry product 'telephone minute' into an experience and position Diax as an innovative and lively alternative to Swisscom," said Frank Boller before passing the floor to Peter Rothenbühler.
Tele 24's mercurial program director interviewed Michel Comte, who pointed out the considerable amount of material required for the six-week shoot because the brief called for photos steeped in Diax red. "Engagements like this," Comte said, "allow me to continue to advance the ICRC's People And Places With No Name project."
The creative fathers of the appearance are the two creative directors Claude Catsky and Daniel Comte. "The campaign," says Erwin Brunner, Managing Director McCann-Erickson, Zurich, "sums up the Diax philosophy 'Diax brings telecommunications to life'." Incidentally, the project was kept quiet for as long as possible. During the planning phase, there was a fear that Swisscom might copy the idea, which was tailored to a market leader, at the last moment.
