Last but not least: Old rockers promote Young Creatives

Last Friday, the ADC Young Creatives Award was presented for the first time at the Kaufleuten in Zurich (see ). The jury received around one hundred entries on the theme set by Amnesty International "It's not happening here, but now", all of a very high standard. The logo for the event is also very high quality, but less creative and certainly not young. It shows a gold-plated hand grenade with an explosive device made of brain matter. Anyone who has ever been interested in the extremely rarely successful mixture of rap and hard rock will already be familiar with the motif. It adorned the cover of an album by the Swedish band Clawfinger back in 1995. The title of the record: "Use Your Brain". If the creatives had stuck to it, the event would now have a different logo, you could say maliciously. Funnily enough, almost nothing sounds as old as Clawfinger's ageing crossover sound. But the fact that the four members of the band, who met in 1988 on a ward at Roselund Hospital in Stockholm, are still riding the long-dead crossover wave as if it were an eight-metre breaker off the coast of Hawaii, somehow makes them cool again. But only somehow. Young Creatives sound different.