Leo Burnett: Well-researched advertising for the Woz
Week after week, the weekly newspaper Woz writes about a wide variety of topics. But the articles always have one thing in common: a lot of research goes into them, as Leo Burnett shows.
And with advertising that is unusually unadvertising: under the motto "Researched down to the last detail. Even our advertising." you learn a lot about each advertising medium. In this way, you finally get to know the employees who help make advertising visible in the first place. The APG employee who has put up a poster with his short portrait likes driving in his job and is a passionate mushroom picker in his spare time. The viewer of the advertisement also learns that the 23-year-old printer of the advertisement is a passionate fan of The Mars Volta and has no problem with night shifts.
The entertaining portraits were created in the same way as every Woz article: through intensive research. The two journalists Timo Posselt and Jan Jirat met the people in question and tried to find out as much as possible about them in lengthy interviews - with success, as the interviews prove. You can read them in full on woz.ch.
Responsible at the weekly newspaper: the collective of the Woz. Responsible at Leo Burnett Switzerland: Pablo Schencke, Johannes Raggio, Peter Brönnimann (creation), Nino Zuberbühler (consulting).
