watson (CH Media)
This image campaign takes profundity literally
watson is a journalistic voice with depth. “News, but deep.” gets to the heart of the matter: readers receive attitude, relevance and context. The 360-degree campaign ranges from out-of-home and print ads to social media and TV. We create the concept for the campaign and take care of the implementation
Holistic communication concept
TV commercial for national TV
Multilingual 360-degree campaign
Underwater shooting of the key visuals
Communication concept
Slogan world
Key-Visual
Photo shoot
TV spot
Message concept
Social media campaigning
Content concept
Design of advertising material
Video animation
In a media world full of headlines, disinformation and AI-generated content, classification is becoming increasingly important. The new campaign underlines watson's role as a platform that not only informs, but also explains – in an understandable, differentiated and socially relevant way.
Advertising for a critically thinking, digitally informed target group.
The campaign focuses on key challenges: migration, digital equality, changes in journalism and sensory overload on social media. Topics from the reality of life for the urban target group, on which watson is also strongly positioned. Because watson is more than just news: the medium represents its own opinions with commentaries and columns.
The diving goggles are the visual centerpiece of the campaign. They stand for transparency in an ocean of information that surrounds us every day. The shoot, which was carried out deep into the night in a remote indoor swimming pool, required intuition and technical understanding. The three key visuals show models looking confidently and informed into the camera - representing all watson readers. Ella Mettler was responsible for the shoot.
From the indoor pool to the largest advertising spaces
The campaign was designed as comprehensive 360-degree communication. It includes out-of-home measures such as posters, two megaposters or streetcar advertising, TV commercials, social media, traditional print advertisements and digital advertising media.
Shortly before the campaign rollout, pink diving goggles were also spotted on various historical statues in Lausanne and Zurich. Some even at dizzying heights. watson reported.
