Kampagne Südkurier Online

Description

The SÜDKURIER is rethinking journalism. With SÜDKURIER Online as the central platfrom. It’s where topics that are at the forefront of local people’s minds take centre stage. Now, potential readers had to take notice of this shift. And this is where we come into play. In each motif, we play with two editorial themes. Both the image and text ignite an environment that keeps the viewer engaged – until the subline reveals what’s going on. The campaign got people talking, and got them reading, too.

Statement of the jury

The intelligent campaign plays with the perception that the headline always refers to the image. However it’s only at first glance that the headline and image match in these attention-grabbing motifs; only when reading the much smaller sub-line does it become clear that something has been swapped around here. A strong campaign concept that irritates the viewer, making them look twice and stimulating them to think.