The advertising campaign for a traditional highlight of the cultural calendar is all about the familiar faces whose works are available at the trade fair.
From Max Frisch to Frida Kahlo and Helmut Newton, the figures at the centre of the campaign for the 24th Zurich Antiques Fair are every bit as varied as the event itself. Whether you are interested in literature, architecture, art or photography, the Zurich Antiques Fair has something for every taste. The headlines are deliberately targeted at a wide but nevertheless knowledgeable audience: understanding the references in the campaign requires at least a passing acquaintance with the personalities featured in it.
The design of the campaign motifs reflects the new look the Zurich Antiques Fair introduced last year. Bookshelves in a reduced design but in keeping with the traditions of Swiss graphic design feature prominently. While the headlines catch the eye thanks to their pastel colours, the rest of the copy only reveals itself at second glance. The whole experience is not dissimilar to browsing the treasures on show at the Kunsthaus Zürich from 1 to 3 November 2019.
The campaign launched on 21 October 2019 and encompasses everything from billboard advertising in the Zurich area and animated e-boards at Zurich’s Stadelhofen railway station to adverts in daily newspapers and specialist magazines. Serviceplan Suisse also designed the cover for this year’s trade fair catalogue and the invitations.