Creativity meets size: Serviceplan Suisse and Swisscom set new standards for MegaPosters
In a co-creative collaboration between Serviceplan Suisse and Swisscom, an extraordinary campaign has been developed for the
MegaPoster in Zurich West
.
What is behind the idea of integrating a gorilla into the brick facade of a parking garage? In an interview, Raul Serrat, Chief Creative Officer & Partner at Serviceplan Suisse, provides exclusive insights into the development and realisation of this campaign.
Serviceplan Suisse, Creative agency
The idea with the gorilla on the MegaPoster in Zurich West was a great one. How did you come up with the monkey?
Raul Serrat: The idea of the gorilla, which is one of a series of characters, arose from the core message of the sure campaign, which deals with claims in a humorous and creative way. He symbolises the unexpected, chaos – and perhaps also that moment when you think: "This really can't be true!". This is exactly when the insurance message comes into play: with a simple «switch», even a gorilla tearing off the façade is no problem – provided you are properly insured.
The gorilla fitted right into the picture and the façade looked really realistic. Can you tell us something about the process of creating this MegaPoster subject, particularly with regard to its integration into the surroundings?
Nicole Grogg: The MegaPoster subject was the visual continuation of the entire sure campaign. The decision to show the gorilla on the brick façade of a multi-storey car park arose from the desire to merge reality and illustration and thus draw on the full potential of this unique advertising format.
It is remarkable that the MegaPoster subject worked from every perspective. You must have worked night shifts to create it?
Raul Serrat: The design of this MegaPoster subject was not without its challenges. The biggest creative challenge was to seamlessly integrate the textures of the brick car park façade into the subject design so that the gorilla looks as if it is really breaking open the bricks. Scaling the subject to 158 square metres was technically challenging as the level of detail and visual impact had to work both from a distance and up close. By combining illustration and artificial intelligence, we were able to overcome this challenge and bring the gorilla to life. Rumour has it that some people were even afraid to walk past Pfingstweidstrasse at night – it was so realistic! (*wink*)
In one or two sentences: How do you get the best out of MegaPosters?
Raul Serrat: An advertising space of 158 m² offers the opportunity to achieve a larger-than-life visual impact that cannot be overlooked in an urban space. The gorilla on this gigantic MegaPoster managed to create a strong presence through both its size and its visual integration into the surroundings.
Oversized advertising spaces have always broken the rules of conventional advertising. Why did you choose to emphasise this?
Raul Serrat: In general, creativity plays a decisive role in outdoor advertising campaigns – because there is a battle for attention. Large advertising spaces such as MegaPosters offer additional space for bold and visually striking ideas. In contrast to smaller advertising spaces, a MegaPoster allows for more visual storytelling and greater integration into the surroundings.
Responsible at the House of Communication Zurich: Nadja Tandler, Carina Kienzle (Art Direction), Michael Winnicki (Graphics), Kelsang Gope (Text), Marcin Baba, Micha Seger (ECD), Nicole Grogg, Edi Walker (Consulting), Barbara Meier (Realization), Nico Podgorny (Chief Client Officer), Raul Serrat (Chief Creative Officer), Nathalie Diethelm (CEO)
Inspired? Book a MegaPoster for your next Out of Home campaign.
