Core fire shows that Basel taxes are not art
With the creative central idea "Taxes are not art", Kernbrand realized an advertising campaign for the tax administration of the Canton of Basel-Stadt to draw attention to the new tax portal Esteuern.bs and its practical services.
The new tax portal Esteuern.bs has been available to Basel residents since the beginning of February 2021. This platform offers many practical services related to tax business. These include the electronic tax account, where all payments can be viewed, and the online tax return BalTax.
The advertising campaign developed by Kernbrand around this new portal plays with art, which is of great importance to Basel as a city of culture and museums, and relates it to the fact that the services of the new tax portal will make tax transactions much easier.
Humorous promotional video with artist Mardi Malt
In keeping with the motto "Taxes are not art," the artist Mardi Malt was brought on board to create a colorful work of art with Tinguely-like motifs out of a tax return for the campaign's commercial after she made a mistake filling it out in writing. The commercial humorously shows that filling out the tax return will be much easier in the future with the new online solution.
To explain the services of Esteuern.bs in detail, Kernbrand's interaction media designers have created animated explainer videos for e-account registration, online tax return and electronic tax account. All videos can be found on the eTax.BS platform, in the design of which the core brand design team was involved.
Mardi Malt's artwork is not only featured in the promotional video, but is also the main motif of the accompanying poster campaign and explanatory brochure.
