Mn mss save where mn can
The ADC Germany has distributed the nails for the best works 2008 on Saturday in Berlin. 7,000 creations were evaluated. Among them also entries from Switzerland. Two silver nails and one award went to Pius Walker, one each to Spillmann Felser Leo Burnett and Euro RSCG Zurich. Around the award, a congress discussed the topic of creativity against crisis.
The ADC Germany has distributed the nails for the best works 2008 on Saturday in Berlin. 7,000 creations were evaluated. Among them also entries from Switzerland. Two silver nails and one award went to Pius Walker, one each to Spillmann Felser Leo Burnett and Euro RSCG Zurich. Around the award, a congress discussed the topic of creativity against crisis.
"There has never been a crisis in the history of the economy for which creatives were responsible." That's what Amir Kassai, spokesman for ADC Germany and creative director of DDB, wanted to state in his laudation. But can creativity defeat the crisis? - That was the key question at the "Summit of Creativity" congress. Of course, many in Germany also see a new hope in the Internet. But the network can only generate optimal results if it lives up to its name - namely, if it networks in a meaningful way. Another insight: Only those who have something to say in their advertising messages that promises the customer real added value will be able to deliver their messages in the future. The advertiser should mutate more into a service provider in terms of information. How does one envision this? More about this in the upcoming Advertising Week.
"Mn mss sparn wo mn kann." That's what Max magazine commented in an analysis of this year's competition. However, the trend magazine has not broken with its tradition yet and distributed a booklet with photos of the award show as well as all the prize winners during the party shortly after midnight again this year. This time, however, the celebrating creatives in a hangar of the disused Tempelhof airport waited in vain for a really "hot party". A DJ in a small side hall - that was it. Instead, there was a delicious white tomato soup. Did they save the red color here or is this now the announced creativity?
Entries to the competition have fallen from around 9,000 to 7,000 this year. In addition, many of the previous sponsors have dropped out. As a result, the traditional exhibition no longer featured all the works, but only those that won prizes. "The rent of a bigger hall for a whole week was simply not possible anymore", an ADC board member let slip. Thus, only the "party" was held in the Tempelhof. The exhibition and the congress took place in the old cinema Kosmos. However, the center in the old East presented itself as an extremely atmospheric substitute. And the speakers at the workshops were, despite cost-cutting measures, very renowned, creatively selected and competent - such as, for example, a professional wave surfer from Hawaii in conversation with a creative director on the subject of courage and risk management.
And the hard facts: 323 jury members awarded prizes to 446 works in 46 categories. This means that "only" 6.5 percent were classified as "high quality". Gold was awarded even more sparingly. Jury president Michael Preiswerk, who emigrated from Switzerland to the German creative scene, commented: "We're looking for excellence here, groundbreaking things, and there aren't a hundred of them." Judging was based on six criteria. Is the work original and original? Does the work communicate its content in an understandable way? Does it raise awareness? Is the work convincing in terms of craftsmanship? Does it delight, touch or enrich? - An award thus means that the advertisement meets all these criteria. Spillmann Felser Leo Burnett won in this sense for the idea "WOZ buys UBS" in the category Holistic, Innovative Communication. Euro RSCG won an award in the print ads with "Goosebumps" for the Zurich Chamber Orchestra.
An award in Media went to Walker for the Bindella project with the novel "Tanti Auguri". This "commissioned book", which was first published as a serialized novel by Peter Zeindler in the Sonntagszeitung and then became a bestseller in bookstores, also won silver for Holistic Communication. A second time for silver on the stage Pius and Patricia Walker were allowed for their double-page advertisement in the FAZ with the "sex tips" around the book "50 success models" from the Zürcher Buchberlag Kein + Aber. With all these awards, the small Walker agency appears in 19th place in the creative rankings in this year's ADC competition. The most nails - as the dice are called in Germany - went to Jung von Matt, followed by Scholz & Friends, Heimat and DDB.
"There has never been a crisis in the history of the economy for which creatives were responsible." That's what Amir Kassai, spokesman for ADC Germany and creative director of DDB, wanted to state in his laudation. But can creativity defeat the crisis? - That was the key question at the "Summit of Creativity" congress. Of course, many in Germany also see a new hope in the Internet. But the network can only generate optimal results if it lives up to its name - namely, if it networks in a meaningful way. Another insight: Only those who have something to say in their advertising messages that promises the customer real added value will be able to deliver their messages in the future. The advertiser should mutate more into a service provider in terms of information. How does one envision this? More about this in the upcoming Advertising Week.
"Mn mss sparn wo mn kann." That's what Max magazine commented in an analysis of this year's competition. However, the trend magazine has not broken with its tradition yet and distributed a booklet with photos of the award show as well as all the prize winners during the party shortly after midnight again this year. This time, however, the celebrating creatives in a hangar of the disused Tempelhof airport waited in vain for a really "hot party". A DJ in a small side hall - that was it. Instead, there was a delicious white tomato soup. Did they save the red color here or is this now the announced creativity?
Entries to the competition have fallen from around 9,000 to 7,000 this year. In addition, many of the previous sponsors have dropped out. As a result, the traditional exhibition no longer featured all the works, but only those that won prizes. "The rent of a bigger hall for a whole week was simply not possible anymore", an ADC board member let slip. Thus, only the "party" was held in the Tempelhof. The exhibition and the congress took place in the old cinema Kosmos. However, the center in the old East presented itself as an extremely atmospheric substitute. And the speakers at the workshops were, despite cost-cutting measures, very renowned, creatively selected and competent - such as, for example, a professional wave surfer from Hawaii in conversation with a creative director on the subject of courage and risk management.
And the hard facts: 323 jury members awarded prizes to 446 works in 46 categories. This means that "only" 6.5 percent were classified as "high quality". Gold was awarded even more sparingly. Jury president Michael Preiswerk, who emigrated from Switzerland to the German creative scene, commented: "We're looking for excellence here, groundbreaking things, and there aren't a hundred of them." Judging was based on six criteria. Is the work original and original? Does the work communicate its content in an understandable way? Does it raise awareness? Is the work convincing in terms of craftsmanship? Does it delight, touch or enrich? - An award thus means that the advertisement meets all these criteria. Spillmann Felser Leo Burnett won in this sense for the idea "WOZ buys UBS" in the category Holistic, Innovative Communication. Euro RSCG won an award in the print ads with "Goosebumps" for the Zurich Chamber Orchestra.
An award in Media went to Walker for the Bindella project with the novel "Tanti Auguri". This "commissioned book", which was first published as a serialized novel by Peter Zeindler in the Sonntagszeitung and then became a bestseller in bookstores, also won silver for Holistic Communication. A second time for silver on the stage Pius and Patricia Walker were allowed for their double-page advertisement in the FAZ with the "sex tips" around the book "50 success models" from the Zürcher Buchberlag Kein + Aber. With all these awards, the small Walker agency appears in 19th place in the creative rankings in this year's ADC competition. The most nails - as the dice are called in Germany - went to Jung von Matt, followed by Scholz & Friends, Heimat and DDB.
Andreas Panzeri
> To the Gold winners list
> To the list of winners until silver
No & But, 50 Success Models "Love model", by Pius Walker was awarded a silver nail in the "Text" category.
The Bindella Local campaign "Tanti Auguri", also by Pius Walker, received a silver nail in the category "Holistic Communication, Innovative Communication".
