Farner makes invisible raw material visible for Cemsuisse
Farner was commissioned by Cemsuisse, the Swiss Cement Industry Association, to launch a campaign to raise awareness of the importance of Swiss cement production. The result was a 2-year national information and awareness campaign.
The campaign aims to bring cement and its social benefits into a direct context. In everyday life, cement is ubiquitous, it is needed and used everywhere, it plays a literally supporting role in any highly civilized society, but people don't notice it, Farner said in a statement. The agency developed a campaign idea for the Swiss cement industry that conceptually turns the tables: "Whatever you can imagine in our Switzerland, cement makes it possible because it is so versatile. And exactly where cement is needed, it is available. It is the invisible but omnipresent and, in its ecological significance, underestimated only real raw material in Switzerland."
The campaign aims to bring cement and its social benefits into a direct context: The headline takes on the function of buildings made of cement. Key images are created that show the achievements of civilization for which the use of cement has become indispensable. For example, for our energy production, our mobility, our housing construction or our education sector, or for securing our future.
The campaign is scheduled to run for two years. Advertisements, posters and the website http://www.schweizer-zement.ch will be flanked by other communication measures.
Responsible at Cemsuisse: Georges Spicher (Director), Olivia Zbinden (Head of PR and Promotion). Responsible at Farner: Michel Grunder (PR Consulting), Alexander Roosdorp (Advertising Consulting), Matthias Berg (CD, Text), Reto Sidler (PR Consulting), Irena Barbaric (PR Consulting), Tsunshan Samson Ng (AD), Marco Cavalli (DTP), Peter Thieu (Web Programming), Nina Wick (Media Planning), Otto Zingg (3-D Design, formD).
