With the Next initiative, Julius Baer wants to promote the discussion of mega-trends in science and technology through art. For the first project, the bank was able to win digital artist Refik Anadol. The artist has created "Glacier Dreams" from over 80 million glacier images using artificial intelligence. This work about the beauty and vulnerability of glaciers is at the heart of the campaign. The first chapter was shown in the Julius Baer Lounge at Art Dubai 2023. Further presentations are planned at the ArtScience Museum in Singapore, at Art Basel and at the Serpentine Gallery in London.
The Forward team has designed and implemented the advertising strategy around "Glacier Dreams". The aim is to attract the interest of culture lovers in the environment of major art fairs. To this end, Forward has worked with the NZZ, The Straits Times, The Times and The New York Times large-scale homepage takeovers have been agreed. During Art Basel, the campaign will be supplemented by digital outdoor advertising spaces in Switzerland. The regional measures will be flanked by contextual targeting via social media and programmatic advertising.
Responsible at Julius Baer: Larissa Alghisi Rubner, Olivier Berger, Alexander Tysl. Responsible at Forward: Naomi Habisreutinger, Andrea Kloter, Sonam Wieland.