Relaunch campaign for the new regional SZ.

There was no bigger change in the structure of the SZ since the 70's. In the name of quality the complete regional "book" was restructured. And since Munich is hometown of the SZ, most of it's readers are living in the Munich area. So this was an important change that had to be communicated carefully in each region. Therefore the new local quality of the regio-book had to play a big part in the campaign, as a window to the region. That's why we casted locals and shot them in front of wellknown local backgrounds. But although each reagion had to be addressed seperately we wanted to use one uniting regional thought as our slogan. It's a bit difficult to translate. "Reading here" has a double meaning. Not only to read here but also to read about here:
"Living here means reading here. Your new Süddeutsche Zeitung for Munich and the region."