SZ Plus. The perfect fit.

“SZ Plus. The perfect fit.” is the title of an online campaign with which the Süddeutsche Zeitung daily newspaper, published in Munich, Germany, is promoting its contemporary digital subscription model. The aim was to appeal to the new target group of millennials, by attracting their attention and putting them under the paper’s spell. Under the motto “digital, flexible, affordable”, six animations were created for use across various social media channels to communicate what makes the new digital subscription model stand out. The message is that it does not slightly fit the target group’s requirements – rather it fits perfectly. In collaboration with Swedish motion designer Andreas Wannerstedt, the central idea of “the perfect fit” was translated into a visually captivating effect. Viewers can hardly escape the visual pull created by the various geometric elements that move towards and away from each other following a precise rhythm and, in so doing, naturally encapsulate the message.