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from event to format – once a year, everything revolves around the Swiss music scene. The red carpet is rolled out and artists compete for an ward made of concrete. The new brand presence creates a big stage for artists and positions the SMA as an institu­ti­on within the cultural landscape of Switzerland.

Switzerland knows no star cult. And yet – the music scene is full of dazzling characters and great artists. We put them under the spotlight. Showcase them on the campaign cover.

Every year has its colour. In order to generate the greatest possible attention in a short time, we are making the SMA visible with a striking colour and a distinctive layout system.

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