Agency Network: 
December 2018
ETH Zurich Foundation: Waiter


The ETH Zurich is one of the most renowned universities in the world. Each year, the 50 most outstanding science students receive financial support through the ETH Excellence Scholarship Programme. This allows them to concentrate solely on their master’s degrees and ensures they have the time they need to carry out excellent research. The ETH Excellence Scholarships are funded by donations. The campaign uses the example of the famous ETH graduate Albert Einstein to show how paradox it would be, if brilliant minds were distracted from their studies by part-time jobs. Albert Einstein studied at the ETH Zurich from 1896 to 1900. After publishing his Theory of Relativity in 1905, he taught here from 1912 to 1914 as a professor of theoretical physics.

Print advertisement created by Ruf Lanz, Switzerland for ETH Zurich Foundation, within the categories: Education, Public Interest, NGO.


Brilliant minds shouldn’t be distracted from their studies by part-time jobs.

Advertising Agency: Ruf Lanz, Zurich, Switzerland
Creative Directors: Markus Ruf, Danielle Lanz
Art Direction: Isabelle Hauser
Copywriters: Andreas Hornung, Markus Ruf, Christian Stüdi
Graphic Designers: Philipp Tschirren, Armin Arnold
Account Executive: Marc Gooch
Photographer: Jonathan Heyer
Photographer Assistant: Oliver Schwarz
Production: All in Productions
Producers: Dhondup Tersey, Aliza Eva Berger, Yangdon Nesar
Styling: Nicole Knupfer
Post Production: Aschmann Klauser
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kleenex's picture

concept is not that bad.

Activity Score 58777
Web Designer/Developer
Billoughsby's picture

Aside from the ad for a product contained in this series, there is a symbolic message here which is badly needed all around the globe – that people are more than cartoons and stereotypes, and deserving of respect.

Activity Score 5154
Art Director |

That's it.

joelapompe's picture

Not really a new idea! Done by Lowe Dubai a few years ago the very same way :

Activity Score 4039
SkipIn5's picture

Cute. But would Einstein be proud? Huh

Activity Score 143
Creative Director
INDSD's picture


Activity Score 1329
Art Director |

Isabelle Catalina's picture

Smart idea! Albert Einstein really studied at the ETH Zurich. In the old ad on Joe la Pompe, he was just a joke for a career portal. Here, it really makes sense to advertise with him to support todays most brilliant students.

Isabelle Catalina
Activity Score 57
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