Jung von Matt's work to promote the remote Swiss region of Graubunden internationally has always been innovative -- for example, its charming 2011 campaign to get a tiny village to be a viral hit on Facebook or its 2012 crowdsourcing effort to create a Friendship Museum .
The latest campaign from the agency is a little different, but still unusual. To promote the region's walking and hiking trails, it engaged local artist Stefan Ruesch, who is known for his modern landscape paintings, to create mini-masterpieces out of the traditional red and white trail markings that guide hikers.
The markings, which identify three different hiking trails through GraubÃ¼nden all feature the typical white-red-white pattern, but also incorporate Ruesch's signature style. Ruesch integrated one aspect of each landscape into his designs, which are abstract and minimalist; plaques explaining the markings are installed alongside them so that hikers can understand the ideas behind his artistic interpretations of the landscape.
This is not just a local project however; the whole idea features in a social media fim, seen here, that documents how the trail markings were redesigned. "Our goal was to make a film that highlights the beauty of the natural landscape of GraubÃ¼nden, thereby inspiring people to get out and go hiking. We were able to do this in a natural, authentic way," explains Dennis Luck, chief creative officer at Jung von Matt/Limmat, in a statement.