«News, but deep»: watson launches new image campaign with ESE Agency

With an attention-grabbing image campaign, watson, the news portal from CH Media, positions itself as a journalistic voice with depth. The campaign was developed by the Zurich-based creative agency ESE Agency. The slogan «News, but deep.» encapsulates the message: watson delivers news with a clear stance, relevance, and context. The campaign is launching immediately in German-speaking and Western Switzerland.

In a media world full of headlines, disinformation, and AI-generated content, providing context is becoming increasingly important. The new campaign highlights watson's role as a platform that not only informs but also explains and contextualizes – in an understandable, nuanced, and socially relevant way. Thematically, the campaign focuses on central challenges: migration, digital equality, changes in journalism, or information overload on social media. This reflects watson's editorial standards. Sabrina Mock-Marty, Head of Marketing at watson, explains: «With the slogan 'News, but deep,' we show that watson takes responsibility. The campaign positions the news portal as a medium for a critically thinking, digitally informed target audience – understandable, human, and incisive.»

Diving Mask as Central Visual Motif

With statements like «Those who understand why, understand that a gender star does not yet create equality,» the campaign tells stories that are current and relevant – just like watson's reporting. The campaign's key visual element is the diving mask – a symbol for orientation and clarity in a complex news landscape. The campaign was designed as comprehensive, 360-degree communication. It includes out-of-home measures, TV spots, social media, tram advertising, classic print ads, and digital advertising materials.

The TV spots capture watson's brand character – direct, urban, and modern. Emanuel Ernst, Creative Director at ESE Agency, comments: «The campaign translates watson's editorial stance into a visual language. The spots are intentionally bold and rich in detail. Those who look closely might even find an Easter egg.»

The visuals for the out-of-home measures were created in collaboration with photographer Ella Mettler during an elaborate underwater shoot. The TV production was realized by OHA! Visuals, and Webrepublic is the media agency.