We developed a total of five ad-campaign motives for the winter advertising campaign of the Swiss fashion store Charles Vögele. When first looking at the photos they all seem like shots of snowy landscapes. On second glimpse, however, one realises there is no snow visible in any of the pictures.
The pictures‘ surreal look was accomplished by using infrared-photography. For this kind of photography, a special camera shoots pictures of a certain range of light which is not visible for the human eye. Thus, the green of the leaves turns snow-white. The Christmas-like atmosphere is being communicated through shining dots of light and a stylized fir tree made from neon tubes. This tree was re-created for the shop window and thereby connected the shop’s products with the advertising campaign’s motives. The motives we created will be used in different formats at the Point of Sale of over 850 stores. These are located in Switzerland, Germany, Austria, Belgium, Netherlands, Slovenia, Hungary as well as the Czech Republic and Poland