Brrrr: This is how the city of Zurich and Ruf Lanz call on people to save energy

As the largest city in Switzerland, Zurich wants to make a contribution to saving energy. Since September, the city has been implementing energy-saving measures on an ongoing basis and is leading the way: for example, by reducing the room temperature in administrative buildings to a maximum of 19 degrees or switching off the fixed lighting of historic buildings.

Based on the city's energy-saving efforts, a campaign is now motivating the population to also save energy. The campaign is intended to complement the federal government's energy-saving campaign and, according to a press release issued today by the city council, applies the energy-saving appeal "with a wink to Zurich's circumstances.

The campaign was conceived and realized by the Ruf Lanz creative agency, which is well known in the city for its award-winning VBZ campaign "Umsteigen lohnt sich" ("It's worth changing trains"). The media focus is on F12, F200 and F4 posters at locations with high dwell times in Zurich. Backlit posters and digital screens were consistently avoided.

To accompany this, the campaign is picking up speed in Zurich cinemas and on Zurich streetcars and buses. For this, Ruf Lanz has extended terms that begin with Br to Brrrrr. A striking deviation from the norm that also stands out on the smaller public transport posters and underlines the common goal of all energy-saving measures: to get through the winter well and without freezing.

Responsible at the City of Zurich: Department of Industrial Operations (DIB): Irene Tschopp, Philippe Klein (Communication). Responsible at Ruf Lanz, Zurich: Markus Ruf, Danielle Knecht Lanz (Creative Direction), Gian Marco Juon (Consulting Direction), Markus Ruf, Claude Catsky (Text), Catherine Martin, Mario Moosbrugger (Art Direction), Armin Arnold (DTP). External partner: the Generation Media, Dominique Schilling (Media Planning).