Art.I.schock: Do you know Hugo?
Who is Hugo? The name could be seen on streets, squares and in alleys. It is a national youth campaign by the advertising agency Art.I.schock for the trade union Syndicom.
Hugo (or Ugo in Ticino) was the name that one morning at the end of May could be read in all major cities on streets, squares, in front of cafes and schools. Hugo was playing a game of hide and seek in the biggest Swiss cities as well as at festivals. Now, after more than three months, it is clear who is behind Hugo: the trade union Syndicom, for which the advertising agency Art.I.schock has launched a new youth campaign.
Using chalk spray, among other things, volunteers publicized the Hugo lettering in a broad-based guerrilla action. At the same time, Hugo was present on a website and on Facebook, where the agency continued the guessing game about Hugo, for example with videos of street polls. After more than three months, in mid-August, the big secret was revealed and Hugo was presented to the media as a youth ambassador for the Syndicom trade union. The centerpiece of the campaign, Hugo's website, was expanded into an advisory and service platform. Hugo devotes himself there to young people's issues of all kinds and is particularly committed to the concerns of apprentices and students.
In the first phase, the slogans were still called "Where is Hugo?" and "Hugo was there! In the second phase, they are called "Hugo is here!" or "We are Hugo!". The design is simple and unique. On printed matter, speech bubbles dominate; on the website, the surfer is oriented to apps. The agency adopted Syndicom's corporate design with the colors yellow, blue, and black for the Hugo campaign.
Responsible at Syndicom: Bernadette Häfliger Berger (Head of Equality and Legal Affairs). Responsible at Art.I.schock: Bettina Ledergerber (overall responsibility and text),Urs Akeret (idea and concept), Philipp Bremer (project management), Valeria Häberli, Petra Schultz, Dominik Blaas and Alex Koveos (design).
