The Lötschberger Campaign

The Campaign

The Lötschberger — a Swiss Rail regional train — connects the Bernese Oberland and the Valais. Its routes, which also include several boat services, provide access to numerous tourist destinations.

The style of illustration had to meet several requirements: Not be too urban and ironic — in order to go with nature tourism. Be somewhat abstract and work well even in miniaturization — in order to show the host of possibilities in large panoramas.

And it needed to hit the right balance between realism and humor — in order to make the mountain scenery recognizable and depict it in a family-friendly way. Illustrations in the style of Ligne Claire — the Tintin style — proved to be ideal.

The campaign — by now already in its 7th year — stretches over a multitude of different media: billboard and print, website, Advent calendar, as well as toys — jigsaw and memory game, coloring book
in five-figure circulation — which are not giveaways, but actually sold.

On Facebook, agency erdmannpeisker and client have made the campaign interactive. Users are invited to upload photos of themselves and win their portrait, illustrated in the style of the campaign — and turned into a real-world billboard ad.

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