Serviceplan Suisse turns ads upside down for SKO Swiss Leaders
To put the Swiss cadre organization SKO's commitment to equality in perspective, Serviceplan Suisse came up with an agile ad campaign.
The SKO Swiss Leaders organization advocates for the interests of executives and for all those who want to get ahead. To draw attention to the fact that there are still too few women in leadership positions and to communicate the SKO Swiss Leaders' commitment to relevant research projects and initiatives, Serviceplan Suisse created two subjects - ambigrams and a copy that is upside down. To read them, you have to turn the paper 180 degrees. When the view is changed, a woman's name becomes legible: Peter becomes Alice and Michael becomes Nathalie. The ad wants to convey that equality should not be a matter of opinion.
The subjects will be published from June as advertisements in the Leader, the magazine for executives, in the Handelszeitung and in the magazine PME switched.
Responsible at the Swiss Squad Organization SKO: Jeannette Häsler Daffré (Head of Communications and Member of the Executive Board). Responsible at Serviceplan: Hanning Beland (art direction), Terence Fuchs (graphics), Jan Krohn (text), Michael Kathe (creative direction), Marcin Baba (executive creative direction), Barbara Hasenböhler (consulting), Pam Hügli, Raul Serrat (overall responsibility).
