Y&R Group Switzerland AG (SWITZERLAND)
|SonntagsZeitung (Tamedia), Sunday Paper: "Nurse Merkel"||15-02120-FLM|
Agency (& City): Y&R Group Switzerland AG
Creative Director(s): Martin Stulz
Group Account Director : Christoph Schwarz
Account Director: Valeska Pfeil
Production Company (& City): MARKENFILM SCHWEIZ AG, Zurich
Information today is often one-dimensional and superficial. It’s different in the “SonntagsZeitung”. The Sonntagszeitung is getting to the core of things and reveals a much more complex picture. This is visualized through the Babushka-principle: beginning with a superficial topic, layer by layer the figures reveal a deeper insight to themes such as the relationship between Germany and Greece. In the spot, German chancellor Angela Merkel is visiting Greece to get Minister Samaras on board with the European Union’s austerity measures. In the x-ray picture created by the Sonntagszeitung, we see chancellor Merkel first as a benevolent nurse, and then as a surgeon constantly needing to resort to more serious measures.