Observed Signal · Aug 25, 2026 · Partnership · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Neutral
Ruf Lanz Expands 'It-Bag' Campaign to More Cities
Ruf Lanz has launched a second wave of its Recycling-Bag 'It-Bag' awareness campaign, expanding poster placements from major cities into additional Swiss towns (e.g., Burgdorf, Davos, Rapperswil) since mid‑August 2026. The industry organisation RecyPac joined as a new partner and its logo appears on the recycling bag creative. Media placements for the campaign include OOH, DOOH, full-page Sunday print ads and supporting online measures. The campaign was previously recognised in Lürzer’s Archive Best Advertising Worldwide.
Local campaign expansion with a new partner and OOH/DOOH placements — relevant to media planning and agencies but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Ruf Lanz is rolling out a second wave of its Recycling-Bag 'It-Bag' campaign in additional Swiss cities including Burgdorf, Davos and Rapperswil.
- RecyPac joined the campaign as a new partner and its logo is displayed on the recycling bag creative.
- Primary media for the campaign are OOH, DOOH and full-page Sunday print ads, supported by multiple online measures.
- The campaign was previously included in Lürzer’s Archive Best Advertising Worldwide.
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Related Market Signals & Shifts
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Rebel Agency Designs Campaign for Swiss Food Waste Week
Swiss creative agency Rebel Communication has designed the visual identity and communication materials for the first National Week against Food Waste in Switzerland, taking place from September 12-20. The campaign, under the motto 'Mach mehr draus!' (Make more of it!), includes naming, a trilingual logo, and a central landing page. The initiative was launched by United Against Waste and foodwaste.ch, with over 50 partner organizations from business, civil society, and the public sector, including major retailers Coop, Migros, Denner, Lidl, and Aldi. The campaign aims to raise awareness about the 2.8 million tons of food waste generated annually in Switzerland, with 80 kilograms per person from private households.
Ruf Lanz Chief Sees Image Advertising Rising
In an interview published 02 August 2026, Ruf Lanz co‑founder Danielle Knecht‑Lanz says image (brand) advertising is gaining importance as algorithmic distribution reduces the predictability of digital channels. She considers artificial intelligence useful for research and producing images/videos but not a replacement for human creativity. Knecht‑Lanz also criticises extended internal approval loops that dilute creative ideas and defends outdoor poster advertising against proposed restrictions in some Swiss cities. She co‑founded Ruf Lanz with Markus Ruf in 2001, helped win the Verkehrsbetriebe Zürich account early on, and in June 2026 became the first woman inducted into the Art Directors Club Hall of Fame.
Ruf Lanz Launches Private Banking Campaign for BKB
Basler Kantonalbank (BKB) has launched a new advertising campaign for its holistic Private Banking service. The creative agency Ruf Lanz developed and produced the campaign, which emphasizes human senses and the personal role of advisors. BKB recently received the awards “Ausgezeichnet” and “Langjährige Qualitätsleaderin” from the business magazine Bilanz. BKB marketing leaders Mathias von Wartburg and Raffael Kouril are credited and appear in the campaign. The campaign began on 4 May 2026 and runs in the Basel region and in Sunday print, using billboards/megaposters, ePanels/DOOH, digital screens on BKB ATMs and online banners. Production and media-planning partners include TWmedia and Biggie Switzerland.
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