The Swiss are at the forefront
Newspaper advertising In Paris, the Swiss took third place in the "best YET - best Young European Team". A respectable success.
Newspaper advertising In Paris, the Swiss took third place in the "best YET - best Young European Team". A respectable success. For three years, advertisers from well-known agencies created the "Only an advertisement can do that" campaign for the Swiss Press Association. Since 2006, the association has been focusing on young talent. As part of the Young Creative competition, young creatives are allowed to design the advertisements. And rightly so. The competition showed that young people are in no way inferior to the established players in terms of creative output. 86 entries were submitted this year - 8 more than last year. The 10 best advertisements can currently be seen in almost all Swiss print media. The best go to ParisIn addition, the jury selects two teams each to take part in the international "best YET - best Young European Team" competition. A meeting with prestige. The best young talents from nine European countries face each other there. The best idea wins an invitation to the Cannes Advertising Festival. This year, Isabelle Hauser (Advico Young & Rubicam), Martin Arnold (Felser Spillmann Leo Burnett), Beni Haslimeier (Wirz) and Iris Alder (Jung von Matt/Limmat) represented Switzerland.
36 creatives met in the French metropolis of Paris last weekend for the competition. The advertising talents were given their brief at the prestigious Atelier Richelieu. The aim: a campaign for Renault. Eco2, Renault's eco-label, stands for cleanliness, environmentally friendly production and recycling. All three aspects had to be put on paper in an advertising campaign. Not an easy task. Equipped with a few pens and white paper, the teams set to work. Incidentally, the assignment was not made up. Eco2 is an ongoing project at Publicis.
The Swiss team with Martin Arnold and Beni Haslimeier showed enthusiasm and immediately set to work. The task allowed plenty of room for creativity. There are many approaches. "As it has to be," say Arnold and Haslimeier.
Traces of fatigueThe Hauser/Alder duo took a break. The last few days had been too exhausting. The team left the studio immediately after the briefing. Later, they preferred the typical Parisian café to the studio premises for their creative work. Isabelle Hauser: "We wanted to break out of the stressful and restrictive environment of the studio on the first day."
The Swiss delegation was supported by Luigi Del Medico. Del Medico, who worked for Publicis in Zurich for a long time, now works as a freelancer. The creative coach was surprised by the output of the young people. Many good approaches with potential were presented. What surprised him most, however, was the fact that both teams came up with the same idea independently of each other - something that has happened to him before. The women's team was allowed to present the double piece. The shock came hours later: the French had sketched out the same idea. And the English and Dutch teams, it turned out at the presentation, had also designed a duplicate. The teams took it with humor.
Swift selection processThe jury, chaired by Olivier Altmann, Chief Creative Officer Publicis France, met briefly. There were no long debates. The winner had already been decided. Five of the eight top advertisers chose the Swedes, Martin Lundgren and Ted Harry Mellström, as the winners. Silver went to Germany and bronze to Isabelle Hauser and Iris Alder, a respectable success on the international stage. Last year, the Swiss team's ideas did not make it onto the shortlist. Hauser and Alder owe their good ranking to Austrian juror Tibor Barci and jury president Altmann. They were enthusiastic about the design with the wrapped organic car (see right) and, contrary to the opinion of their colleagues, included the ad on the shortlist in a second round. Nevertheless, the animal subjects from Ferrari, Saab and Peugeot went through with the statement "The car industry has since its beginning used nature as a front figure. Quite a big mockery if you ask us" emerged as the undisputed winner.
Del Medico, who had to return home early because of a customer, is surprised at the success of the Swiss women. The mechanism behind the idea is not new or particularly creative. But it simply works well. Del Medico praised the teams' achievements: "Putting such good ideas on paper in such a short time is testament to the high standard of the participants. Both teams mastered the task with aplomb."
Toni Vetterli from the Swiss Press Association and Sabine Tschopp from Publimedia were also pleased with how this year's best YET went. Despite the success of the event and the positive feedback, they want to improve it. The delegates agreed that the jury process in particular had been too loose. Clear instructions and guidelines were lacking. It was a shame that the jury chose the winner in a rush, two of the jurors said afterwards. Isabelle Hauser and Iris Alder are nevertheless satisfied: "At the end of the day, it always takes a bit of luck. We were surprised that we were able to convince the jury with our idea."
The "best YET - best Young European Team 2007" competition took place in Paris this year. 36 people from nine European countries took part in the creative competition. The winner will go to the advertising festival in Cannes. Participation in the best YET is made possible by Publimedia. The leading print marketer and the Swiss Press Association see the best YET as the ideal vehicle for promoting young talent and genre marketing. The host country in 2008 will be Sweden. The winners Martin Lundgren and Ted Harry Mellström, both from DDB, clearly prevailed in Paris.
Christian Lüscher
36 creatives met in the French metropolis of Paris last weekend for the competition. The advertising talents were given their brief at the prestigious Atelier Richelieu. The aim: a campaign for Renault. Eco2, Renault's eco-label, stands for cleanliness, environmentally friendly production and recycling. All three aspects had to be put on paper in an advertising campaign. Not an easy task. Equipped with a few pens and white paper, the teams set to work. Incidentally, the assignment was not made up. Eco2 is an ongoing project at Publicis.
The Swiss team with Martin Arnold and Beni Haslimeier showed enthusiasm and immediately set to work. The task allowed plenty of room for creativity. There are many approaches. "As it has to be," say Arnold and Haslimeier.
Traces of fatigueThe Hauser/Alder duo took a break. The last few days had been too exhausting. The team left the studio immediately after the briefing. Later, they preferred the typical Parisian café to the studio premises for their creative work. Isabelle Hauser: "We wanted to break out of the stressful and restrictive environment of the studio on the first day."
The Swiss delegation was supported by Luigi Del Medico. Del Medico, who worked for Publicis in Zurich for a long time, now works as a freelancer. The creative coach was surprised by the output of the young people. Many good approaches with potential were presented. What surprised him most, however, was the fact that both teams came up with the same idea independently of each other - something that has happened to him before. The women's team was allowed to present the double piece. The shock came hours later: the French had sketched out the same idea. And the English and Dutch teams, it turned out at the presentation, had also designed a duplicate. The teams took it with humor.
Swift selection processThe jury, chaired by Olivier Altmann, Chief Creative Officer Publicis France, met briefly. There were no long debates. The winner had already been decided. Five of the eight top advertisers chose the Swedes, Martin Lundgren and Ted Harry Mellström, as the winners. Silver went to Germany and bronze to Isabelle Hauser and Iris Alder, a respectable success on the international stage. Last year, the Swiss team's ideas did not make it onto the shortlist. Hauser and Alder owe their good ranking to Austrian juror Tibor Barci and jury president Altmann. They were enthusiastic about the design with the wrapped organic car (see right) and, contrary to the opinion of their colleagues, included the ad on the shortlist in a second round. Nevertheless, the animal subjects from Ferrari, Saab and Peugeot went through with the statement "The car industry has since its beginning used nature as a front figure. Quite a big mockery if you ask us" emerged as the undisputed winner.
Del Medico, who had to return home early because of a customer, is surprised at the success of the Swiss women. The mechanism behind the idea is not new or particularly creative. But it simply works well. Del Medico praised the teams' achievements: "Putting such good ideas on paper in such a short time is testament to the high standard of the participants. Both teams mastered the task with aplomb."
Toni Vetterli from the Swiss Press Association and Sabine Tschopp from Publimedia were also pleased with how this year's best YET went. Despite the success of the event and the positive feedback, they want to improve it. The delegates agreed that the jury process in particular had been too loose. Clear instructions and guidelines were lacking. It was a shame that the jury chose the winner in a rush, two of the jurors said afterwards. Isabelle Hauser and Iris Alder are nevertheless satisfied: "At the end of the day, it always takes a bit of luck. We were surprised that we were able to convince the jury with our idea."
The "best YET - best Young European Team 2007" competition took place in Paris this year. 36 people from nine European countries took part in the creative competition. The winner will go to the advertising festival in Cannes. Participation in the best YET is made possible by Publimedia. The leading print marketer and the Swiss Press Association see the best YET as the ideal vehicle for promoting young talent and genre marketing. The host country in 2008 will be Sweden. The winners Martin Lundgren and Ted Harry Mellström, both from DDB, clearly prevailed in Paris.
Christian Lüscher
