"Empowering women is something we have defined as a meta-theme".

Werbewoche.ch: Susann Vogel, Swissfim Association embedded its legendary Cannes Lions party at the ADC Creative Days - instead of celebrating on the beach. Why?

Susann Vogel: We were represented last year in Cannes with a lunchtime event, which cannot be compared to the legendary Swisspartys of the past. We noticed, and we heard this from other sides, that only a few Swiss were represented in Cannes after the pandemic. That's why we decided not to be present in Cannes in 2023. But that doesn't mean that we will never be represented there again.

What conclusion do you draw after the Swissfilm party?

Our event on Thursday evening and the collaboration with ADC was a success. Many members were there, many creatives from the agencies as well. The exchange definitely took place and that is basically the goal of the party. So we rate the event as a great success. We also received particularly good feedback for our presentation of the spots from the 80' and 90'. In addition to Leila, the experience of seeing this part of our commercial past, reworked with new technology, was also an experience.

The Swissfilm Association is committed, among other things, to strengthening women in the film production industry and also to increasing the proportion of women in directing, screenwriting, technology and creation. How do you intend to achieve this?

We are taking a multi-layered approach. We have defined the topic as a meta-topic within the Board of Management and the administrative office. This means that it is included in all our activities, all our projects and in our day-to-day business. Here is a very recent example: For Edi.23, we are currently in the process of putting together the jury. Here we pay special attention to the representation of women from all areas - such as filmmakers, clients and representatives from the agencies. We are also a member of the Gisler Protocol.