An Artist Creates Mini-Masterpieces Out of Trail Markings in Latest Campaign for Graubunden Tourism

Another Unusual Idea for the Swiss Region From Jung von Matt

By Alexandra Jardine. Published on Sep 06, 2017

Editor's Pick

Jung von Matt's work to promote the remote Swiss region of Graubunden internationally has always been innovative -- for example, its charming 2011 campaign to get a tiny village to be a viral hit on Facebook or its 2012 crowdsourcing effort to create a Friendship Museum .

The latest campaign from the agency is a little different, but still unusual. To promote the region's walking and hiking trails, it engaged local artist Stefan Ruesch, who is known for his modern landscape paintings, to create mini-masterpieces out of the traditional red and white trail markings that guide hikers.

The markings, which identify three different hiking trails through Graubünden all feature the typical white-red-white pattern, but also incorporate Ruesch's signature style. Ruesch integrated one aspect of each landscape into his designs, which are abstract and minimalist; plaques explaining the markings are installed alongside them so that hikers can understand the ideas behind his artistic interpretations of the landscape.

This is not just a local project however; the whole idea features in a social media fim, seen here, that documents how the trail markings were redesigned. "Our goal was to make a film that highlights the beauty of the natural landscape of Graubünden, thereby inspiring people to get out and go hiking. We were able to do this in a natural, authentic way," explains Dennis Luck, chief creative officer at Jung von Matt/Limmat, in a statement.

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Sep 06, 2017
Jung Von Matt
Martin Vincenz
Head of Product & Experience Marketing:
Clemens Bartlome
Social Media:
Marc Held
Corporate Communications:
Roland Signer
Alain Eicher
Art Direction:
Johannes Dörig
Art Direction:
Lukas Frischknecht
Media Relations & Content:
Nathalie Eggen
Media Relations & Content:
Christoph Kinsperger
Marie Vuilleumier
Marco Dettling
Post-processing / Production:
Fabrizio Rutishauser
Post-processing / Production:
Pepe Kägi
Chief Creative Officer:
Dennis Lück
Director & Photographer:
Lukas Wälli
Film Production:
Rocket Film
Stefan Rüesch
Sound Director:
Jingle Jungle

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