Albert Einstein and Ruf Lanz promote excellence scholarships
Ruf Lanz's campaign uses the famous ETH graduate as an example: Geniuses should not be distracted from their studies by jobbing.
The Swiss Federal Institute of Technology Zurich, ETH for short, is one of the most renowned universities in the world. With the ETH Excellence Scholarships, the most outstanding ETH talents are supported annually with a full scholarship. This allows them to concentrate fully on their master's studies and gives them the necessary freedom for excellent research.
The ETH Excellence Scholarships are fully funded by donations. In order to raise enough donations to continue the program, the ETH Zurich Foundation decided to work closely with Ruf Lanz after a careful agency evaluation.
Using the example of the most famous of all ETH graduates, the creative agency shows how paradoxical it would be if geniuses were distracted from their studies by jobs. Nobel laureate Albert Einstein is seen in a way you've never seen him before: as a bicycle courier, pizza courier or service assistant.
Albert Einstein had a close relationship with ETH: He studied at ETH from 1896 to 1900, when it was still called the Swiss Federal Polytechnic. After publishing his famous treatise on the special theory of relativity in 1905, he taught as a professor of theoretical physics at ETH from 1912 to 1914.
Now, with his attention-grabbing appearance, he is helping to raise funds for the Einsteins of tomorrow. The campaign addresses a wide range of target groups: Customized mailings with a print run of 60,000 copies are aimed at existing benefactors (mostly ETH alumni) as well as potential new donors. In addition, the campaign is aimed at a broad audience that is committed to the future of science and to Switzerland's leading international position. To this end, the subjects appear on advertisements, posters, postcards, rear posters on the ETH bus, screens in the ETH main building and, of course, on the website Ethz-foundation.ch.
Responsible at the ETH Zurich Foundation: Tonja Cruse (Public Fundraising), Amina Chaudri (Deputy Executive Director), Dr. Donald Tillman (Executive Director). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Isabelle Hauser (Art Direction), Andreas Hornung, Markus Ruf, Christian Stüdi (Text), Philipp Tschirren (Graphics), Armin Arnold (DTP), Marc Gooch (Consulting). Production: All In Productions; Dhondup Tersey, Aliza Eva Berger, Yangdon Nesar (assistant), Photography: Jonathan Heyer, Photo Assist: Oliver Schwarz, Styling: Nicole Knupfer, Post Production: Aschmann Klauser.
