Neutral: class and elegance of today
Neutral designed the 2013 image campaign and an anniversary book for Bucherer. The agency has been serving Bucherer since 2010.
With its third image campaign, the agency is continuing its strategy of portraying contemporary class and elegance, passion and precision in expression in advertisements and posters. The campaign focuses on the ethereal beauty of Bucherer's jewels and the watches from the best manufactures that Bucherer offers in its total of 26 stores in Switzerland, Germany, Austria and now in France, more precisely Paris.
The jewelry is worn by the Brazilian Isabeli Fontana and the Swede Alex Lundqvist. The Bucherer blue is to provide emotional space and background. The couple was staged by photographer Sølve Sundsbø.
Bucherer celebrates birthday
For Bucherer's 125th birthday, Neutral has continued to produce a large-format anniversary book that traces the development and soul of the company since 1888. With milestones - but also side notes and peculiarities - the chapter "Moments in Time" outlines the Bucherer story from its origins in Lucerne in 1888 to Paris in 2013: Epoch-making events, styles, fashions in design, art, architecture, film, society are associated with Bucherer.Jörg G. Bucherer reveals personal insights. Bucherer customers and Bucherer people are characterized archetypically. Anniversary watches, realized with important watch partners, are accompanied by notes author and blog-ger Scott Schuman. Elle editor-in-chief Sabine Nedelchev comments on the anniversary creations from Bucherer's ateliers.Finally, a series of still lifes stages the anniversary collections.
The images were realized together with young photographer Zoe Ghertner and stylist Sam Logan.
Responsible at Bucherer: Jörg Baumann (Director Marketing and Business Development), Sandra Bär (Head of Marketing Communications). Responsible at Neutral: Rudolph Schürmann (Strategy and Creation), Michelle Nicol (Consulting and Art Buying), Peter von Ah (Art Director), Vincent Delaleu (Graphic Designer), Carole Lütschg (Client Service Director), Lisa Binkert (Account Director), Corinne Wiederkehr (Account Assistant). Responsible at Burki Scherer: Patricia Häuselmann (image editing and realization). Responsible at Te Neues: Nele Jansen (Manufacturing/Production). Photography image campaign: Sølve Sundsbø. Photography Still Lifes Anniversary Book: Zoe Ghertner. Styling Still Lifes Anniversary Book: Sam Logan.
