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

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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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About

Credits
Date
Sep 06, 2017
Agency:
Jung Von Matt
CEO:
Martin Vincenz
Client:
Graubünden
Head of Product & Experience Marketing:
Clemens Bartlome
Social Media:
Marc Held
Corporate Communications:
Roland Signer
Text:
Alain Eicher
Art Direction:
Johannes Dörig
Art Direction:
Lukas Frischknecht
Media Relations & Content:
Nathalie Eggen
Media Relations & Content:
Christoph Kinsperger
Consulting:
Marie Vuilleumier
Consulting:
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
Artist:
Stefan Rüesch
Sound:
Jingle Jungle
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