Clio: Ruf Lanz, TBWA\Zürich and CRK can hope for metal

Ruf Lanz is on the shortlist in three categories with the already multiple award-winning campaign "The art of transporting art" for Welti Furrer: Poster, Print and Print & OOH Craft.

TBWA\Zurich also made it onto the shortlist three times. Once for Coop with "Nevi" in the Film Craft category and twice with the work "Field" for McDonald's in the Illustration and Print categories.

CR Kommunikation is also nominated with three campaigns. With the video "Four friends" for the Swiss Federal Office of Energy, the agency was shortlisted in the "Film Craft - Animation" category. In the "Out of Home - Billboard" category, "Take Over" for Pro Infirmis received a nomination, and the film "The eventful life of Rosemarie" for Curaviva, Spitex and OdASanté is nominated in the "Design Craft - Animation" category.

Manuel Wenzel from TBWA\Zurich was on the jury for both the Clio (Film) and the One Show (Radio & Audio) this year. Werbewoche.ch talked to him about the award and the judging process.

Advertisingweek.ch: Manuel Wenzel, dhe Clio Awards in New York are among the most prestigious international creative competitions. You sit on the jury. Many years of strategic work or a stroke of luck?

Manuel Wenzel: More of a "gap case."

By "Lücksfall" do you mean Dennis Lück?

Yes, exactly. Dennis got me involved there at the Clio and the people there obviously didn't mind. It was very cool and instructive and ultimately, even if I find such words a bit over the top in the advertising fuzz context, an honor.

What was the jurying process like in pandemic times?

The judging ran over several weeks, there were almost 1000 minutes of film to watch and evaluate. This was done individually up to the statue round and via a very pleasant to use online tool. The final decisions from SL to Gold were then discussed and decided via video call.

You yourself are nominated with TBWA\Zurich, did you have to stand down?

Of course I had to take a break from work sometimes, but unfortunately not that often.

How different are the judging processes between Clio and One Show? Because you're a member of the jury there, too.

The processes are plusminus the same, the online tool works a bit differently and with the One Show even more submissions trickle in bit by bit, so it's almost a bit of Sisyphean work and you spend a lot of time with or in the first round. And the One Show judging is still going on, so I can't really judge it until the end. But there are more video calls scheduled for the discussions. What I would like to say here: Make more radio again, people. There's something going on!

As TBWA's creative director, you're used to being evaluated yourself for your work. What's it like to screen other work?

It is also my everyday life to evaluate work and yes, to be evaluated. But that's more from clients and usually based on more parameters than pure creativity. And of course as a participant in the award shows. In general, I have a split relationship with the award circus. A love-hate relationship, so to speak. I'm one of those people who can get terribly upset about various judgments and then question the circus, but I'm also one of those who is very happy about an award. Bit bigoted, I know. In the meantime, I'm just happy when any Swiss agency manages to attract a bit of international attention. Like last year for example Thjnk with the cool "Catch a flight" thing, or Ruf Lanz with some work. I simply enjoy good creation and am at most envious in a positive sense when it comes from someone else.

What are the main criteria in the evaluation of creative works?

Hm, these are actually defined in very meaningful manifestos. And creativity is always at the top of the list. And for me, that simply means in other words: is it really new? Has something new been created, a new perspective on a subject found? And of course the pure craft for all the craft categories. But for me personally, something else counts almost more, namely whether it touches me, whether it triggers something emotional, or I just consume it away. Especially with film. Even the smartest idea is useless if it doesn't touch the people, the consumers. And even if it's just a laugh. It's just as much an art to be really funny as it is to be really touching, but it's also an art to be really clever, strategically and conceptually, but also, for example, in dealing with technology. And all of these (and many more) can be justified reasons for an award.