Digital Campaign

SZ Plus. The perfect fit.

“SZ Plus. The perfect fit.” is the title of an online campaign with which the Süddeutsche Zeitung daily newspaper, published in Munich, Germany, is promoting its contemporary digital subscription model. The aim was to appeal to the new target group of millennials, by attracting their attention and putting them under the paper’s spell. Under the motto “digital, flexible, affordable”, six animations were created for use across various social media channels to communicate what makes the new digital subscription model stand out. The message is that it does not slightly fit the target group’s requirements – rather it fits perfectly. In collaboration with Swedish motion designer Andreas Wannerstedt, the central idea of “the perfect fit” was translated into a visually captivating effect. Viewers can hardly escape the visual pull created by the various geometric elements that move towards and away from each other following a precise rhythm and, in so doing, naturally encapsulate the message.

Statement by the Jury

The online campaign for the new Süddeutsche Zeitung daily newspaper subscription model impresses with the high quality with which it makes form and content coalesce to create a metaphor that is as impressive as it is captivating. Using new 3D technologies, the message of the slogan is coherently conveyed, while also communicating the high standards of the newspaper company in a smart manner and with a wink.

Red Dot: Best of the Best

Credits

Client:

Süddeutsche Zeitung Digitale Medien GmbH, Munich, Germany
Design:

Zeichen & Wunder, Munich, Germany
Project Team:

Zeichen & Wunder: Irmgard Hesse (Managing Partner) Marcus von Hausen (Managing Partner) Annika Kaltenthaler (Brand Design) Nicole Hector (Brand Strategy) Alexander Fackler (Design Director) Caroline Gouy (Project Management) Claudia Less (Design)

Andreas Wannerstedt (Motion Design), Kloon Production AB