Taking a bite out of a mythical mountain. Heinz Jost, 1991.
Tractor racer: Michael Schumacher backs Swiss farmers. Burson-Marsteller, 2006
S. Mach, project, 1971
Got milk? Advico Young & Rubicam AG, 1996
A new exhibition looks at Swiss myths through the prism of advertising.
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Since the 18th century, images of Switzerland have depicted a mythical country of cows, crosses and mountains along with values such as closeness to nature, traditions and quality. An exhibition at Zurich’s museum of design, which ends on July 25, takes a look at how billboards portrayed these ideas over the years.
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