Having served some of the world’s largest advertising agencies, Busag also boasts a notable legacy of its own campaigns. The standout example is the “Grundsatz No. 1: Denk nie in Klischees” campaign. Its defining feature is the reversed main typeface, underscoring the message of avoiding stereotypical thinking. Ironically, several online posts have mistakenly displayed the typeface the wrong way around.
In a late‑1970s campaign, Busag partnered with renowned photographer Jost Wildbolz and multifaceted artist Grace Jones. Wildbolz was already one of Europe’s leading photographers, while Jones had made her mark as a model, singer, songwriter, and actress. She later achieved major musical success with “Slave to the Rhythm” and appeared in films such as Conan the Destroyer and A View to a Kill.
