Agency Network: 
December 2007

Print advertisment created by Ruf Lanz, Switzerland for Hiltl, within the category: Food.

Our new vegetarian restaurant makes even meat enthusiasts curious.

Advertising Agency: Ruf Lanz, Zurich, Switzerland
Creative Directors: Markus Ruf, Danielle Lanz
Art Director: Lorenz Clormann
Copywriter: Nicole Glaus
Photographers: Stefan Minder, Felix Schregenberger

Comments (27)

Log in or register to post comments
Ling's picture
Activity Score 55

These photos do not give me desire to go there to eat

512's picture
Activity Score 212

this is one is the best. she really looks like old miss piggy.

TonySF's picture
Activity Score 22

I agree with Ling a little bit. But I am a vegetarian and it's always hard to find a good place to eat. They all offer the same thing, no meat. This place is great for all species though, herbivores and carnivores. The images are great and I love the fonts for the copy.

echo for's picture
echo for
Activity Score 10

I can not get his meaning.
maybe a dish of fresh vegetables simply can attract me simply.

Qbird's picture
Activity Score 142

correct me if i'm wrong....

i think something wrong tith the setup.... looking at all the visual...
they purposely make all the noses look like a "pig" to resemble "meat"...
so meaning they are the "meat enthusiasts".....
sorry.. is pig a "meat-itarian" or carnivores???

Tinglow's picture
Activity Score 614

Actually yea, Pigs eat anything. But i think thats not the point here. They have shown pork lovers.

Qbird's picture
Activity Score 142

sorry but i think.. pigs eat anything because we feed them everything....
wild boar is consider a pig.. that we dun rare... they are not meat eaters right???

Tinglow's picture
Activity Score 614

Not the pig, birdie.

The twose nose + Man = A pork lover.
I don't quite like the equation. But that is what they're trying to say.

Qbird's picture
Activity Score 142

yeah tinglow... =)
do you know wats the problem with the creatives nowadays??
they assume their reader to be "smart" enough to understand their creative concept..
thats is the reason why there are so many crapz...
as the matter of fact, we should take them as "stupid".. and our visual/message should be as simple as possible... remember SMP???
when i look at the visual..i take it as i'm stupid... it says MEAT EATER...
pork lover??? what if i'm a Muslim?? or.. a beef or chicken lover?? it doesn't work that way right???

Tinglow's picture
Activity Score 614

I perfectly agree. It is a stupid ad. But after a lot of mathematics, lolz, that is what the guy is trying to say.

babahall's picture
Activity Score 43

yuck....very ugly..doesnt exactly make me feel good bout an eating place...

Alexisb's picture
Activity Score 18
Pauflies's picture
Activity Score 205

An example of the campaign linked after this one... jajaja

Rekker's picture
Activity Score 123

Done in Belgium and elsewhere... or

Scam Detector's picture
Scam Detector
Activity Score 1048

So, meat eaters are all pigs? You just lost my goodwill.

juliangray's picture
Activity Score 987

agree. its offencing.

adrianapr's picture
Activity Score 1254

agree a little, but in the other hand the target is vegetarian people... they really don't care if meat lovers (like me!!) feel offended.

i agree with the comments about pigs being carnivore, it makes me say the campaign is a little forced. i don't like it very much (and it certainly doesn't make me want to eat there but hey, i'm a meat lover).

capywriter's picture
Activity Score 5509

If you like pig meat, you look like a pig? And I agree with qbird... pigs are no carnivores by nature... So no matter how you look at this campaign... it's difficult to find an eplanation that makes sense...

joelapompe's picture
Activity Score 3853

What's happening these days??? Adsoftheworld is full of copycats, rips off and déjà-vu...
That's too much work for me, I need vacations. :-)) / Facebook : Joelapompe

elmikel's picture
Activity Score 1147

this looks like an ambiquity...I think the overall concept is pretty clear though. I like it.

Qbird's picture
Activity Score 142
dr_alfonso_bremel's picture
Activity Score 179

miss the point

rocketman's picture
Activity Score 385

i don't think the ads intend to be offensive at all, they are just a new approach on the old "you are what you eat" saying.
the pig faces against the glass are just a way to say these people eat pork, that's all, there's no judgement there.
would've been cool if they had found a way to portray other animals too.

hawkline's picture
Activity Score 89

I think you're all over-thinking this....

My only comment would be if there was more variety. Why repeat the same thing over and over?

jamesrothenburg's picture
Activity Score 554

I agree completely. They could have just shot the one execution and had the same effect. A more interesting direction would have been to find a few different ways to demonstrate people looking like pigs. someone with a curly tail? etc. Also, that headline feels really clunky... but maybe that's just me.

Checho's picture
Activity Score 308

A lot of thinking for an ad that just want to say that we, the people who eat meat, symbolized by a pig, now can enjoy the pleasures of vegetarian food. Now, repeat 3 times the same thing it is a lame. Maybe they could find a way to represent us, meat eaters, like cows, chickens, etc. and not just like a pig.

daveconrey's picture
Activity Score 36

to me it says meat eaters are pigs. Being a meat eater, I'm not likely to go to this restaurant based on this ad.