Advertising that sticks and lives

 
Training I The ADC/BSW creative school breathed new life into the Uhu brand. 
Every year, local advertising agencies can send their talents to the ADC/BSW creative school. Over a period of seven months, the talented young people from the fields of copywriting and design are taught the necessary skills to create good advertising. The culmination of the course is a practical case on which the young creatives can apply their knowledge. This year, the 19 participants in the creative school had the task of breathing new life into the Uhu brand. Uhu is the viscous superglue that can be found in every Swiss craft shop. The classic all-purpose glue has a problem with consumers. The brand image is gone and it is very expensive compared to the broad competition on the shelves.
The creative team had to develop a campaign to bring the glue back into the conversation. For the participants in the course, the fact that Uhu had achieved a breakthrough in research with "Uhu verso" made things even more difficult. A second tube, which quickly separates objects that have been glued together, is to be made known. The message that needed to be conveyed: thanks to "Uhu verso", you always have a second chance.
This was no easy task for the young creative talents, as the campaign had to work in all mass media. The best solution was presented by the team of Peter Brunner, Marianne Friedli, Philippe Lüthi and Barney Rees. Their idea shows consumers the product in action and dispenses with other word and image games.
You can find out more about the work at www.kreativschule.ch. Anyone wishing to register for the next course in August this year can also find the registration forms and admission criteria there.
Christian Lüscher
The winnerGold UHU verso sticks.
UHU verso solves.Peter Brunner, Stoll, Traber and Partner, Bern
Marianne Friedli, Walker Advertising Agency, Zurich
Philipp Lüthi, Cosmic advertising agency, Bern
Barney Rees, Euro RSCG, Zurich
Silver UHU verso. Stay or go?
Carlo Piller, Burson Marsteller, Berne
Andrea Tschirren, in flagranti, Bern
Jacqueline Wehrle, Wirz Advertising, Zurich
BronzeUHU no longer sticks.
Natasha La Marca, Spillmann Felser Leo Burnett, Zurich
Franziska Langenbacher, Matter & Gretener, Zurich
Barbara Staub, Publicis, Zurich
Katja Wölfel, Sulzer Sutter, Zurichδ