Only creativity can do that
Since early May, the first of the two winning campaigns from the «Das kann nur ein Inserat» contest has been running in newspapers and magazines. For the first time, the young talents were required to create not just an ad, but an entire campaign.
Teams: 39, campaigns: 85, subjects: 368 - never before in the past four years has the Swiss Press Association's Das-kann-nur-ein-Inserat jury had to choose between so many witty and captivating ideas. In the end, Laurie Morard from Advico Young & Rubicam and Bettina Klossner from OgilvyOne were able to convince the jury with their campaign "Ein Inserat bringt's immer und überall" and Silvio Seiler from Wegelin & Co., Privatbankiers, with his work "In einer Anzeige steckt mehr als nur Werbung". The winning campaigns had to meet Michael Conrad's ten judging criteria: startling, destructive, non-competitive, cliché, innovative strategy, fresh idea, excellent execution, new standard in the category, new standard in advertising, world class. The rewards for the excellent work are CHF 10,000 prize money each, an additional fee for the realization, the placement of the campaign in around 100 magazine and newspaper titles and an invitation to the Europe-wide creative competition BestYet 2009* in London. "In terms of reach, 'Das kann nur ein Inserat' is once again likely to be the biggest campaign of the year," says jury president Andreas Prokesch.
> The nominees
The winners of the competition have been known since the end of January. In the meantime, Laurie Morard and Bettina Klossner have optimized the campaign subjects, clarified the rights and designed the final version. The revised campaign was launched at the beginning of May, and Silvio Seiler's campaign will be revised and then realized by the autumn.
Anne-Friederike Wilhelm
> The very personal Advertising Week rating
> The nominees
The winners of the competition have been known since the end of January. In the meantime, Laurie Morard and Bettina Klossner have optimized the campaign subjects, clarified the rights and designed the final version. The revised campaign was launched at the beginning of May, and Silvio Seiler's campaign will be revised and then realized by the autumn.
Anne-Friederike Wilhelm
> The very personal Advertising Week rating
What does an advertisement do on the azure blue South Sea, in a tent high up in the mountains or in the shower? - Advertising. Laurie Morard and Bettina Klossner were able to convince the jury with this idea and its implementation in the image. Above, the first motif of the professionally prepared campaign. Below, four of the designs submitted by Morard and Klossner. They are currently being revised and professionally implemented.
Below: Silvio Seiler scored points with his leaflet idea. His thesis: there is so much in some advertisements that they could also be found in the Brockhaus, Max und Moritz, Knigge, the Bible or even the Swiss passport.
