Sir Mary sprays 8,000 advertising week covers by hand

This is an absolute novelty in Swiss media history: The Zurich agency Sir Mary has hand-designed 8,000 covers of the current Werbewoche. Individual graffiti subjects adorn the magazine, which will be published on 6 March.

The agency is thus celebrating its Megaphon Award as best newcomer in the DACH region, which it received in Berlin on 31 January. Pascal Baumann, Creative Director at Sir Mary and former graffiti artist, spent several days at Galledia Print in Flawil for the spectacular campaign.

There he sprayed hearts, smileys or peace signs, among other things, over the pre-printed letters "SRMY BRLN". This abbreviation of "Sir Mary in Berlin" refers to the prize and the cover story of the advertising week dedicated to the agency's trip to the German capital.

Covers

Editors and agency are pleased with the successful campaign

But Pascal Baumann's biography is not the only explanation for the use of graffiti colours on the Werbewoche cover. After all, three years ago the agency won its first major account from Allianz Insurance with a graffiti campaign. "What a successful campaign," says Anna Kohler, editor-in-chief of Werbewoche, delightedly. "Being bold, unconventional and even a little provocative at times is what further raises Werbewoche's profile. Through this performance, we are underlining this attitude."

Pascal Baumann, Creative Director at Sir Mary, adds with a twinkle in his eye, "When an idea is born of passion, you make 8,000 unique pieces and get tendinitis."

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