Quick and Quality

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When relatively unknown Swiss printing company Maxiprint wanted to prove it was the fastest printer in the world, Zurich-based agency Walker took up the challenge. The results, outlined in this behind-the-scenes video, are impressive. To display the swiftness of their skills, during the first week in July Maxiprint put up posters featuring top news headlines in Zurich's busiest commuting centers before the daily newspapers could get on the streets. From Elton John's decision not to sing "Candle in the Wind" at the Diana benefit concert to the chairman's dismissal at one of Switzerland's largest banks, Maxiprint was able to get the posters up before the newspapers arrived and subsequently garnered plenty of press coverage themselves.

Walker creative director Pius Walker takes us through the process: "Every day we had a news deadline in our agency at around 2 o'clock in the morning. We would decide on the hot news of the moment, design the posters, get the photo and send the data to the printers. They then printed all the posters and at around 6 a.m. the posters were up on the railway stations ready for the first commuters." Walker worked along with a Swiss news agency, which allowed the campaign access to stories from the news wires as well as the latest wire images.

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