Precious metal and Grand Clio for TBWA\Zurich in New York

In April, the renowned creative competition in New York announced this year's winning projects. This year, TBWA\Zurich was the only Swiss agency to secure precious metal. With "Cutcakes", Terre des Femmes 2023 ran a moving campaign to raise awareness of the issue of female genital mutilation, which in many places is part of the rite of passage from girl to woman and the consequences of which women usually suffer for the rest of their lives (Werbewoche.ch reported). With the vulva cakes, TBWA\Zürich wanted to symbolically demonstrate that not every ritual is a celebration.

The work for Terre des Femmes was awarded gold in the "Creative Use of Data" category in April and silver in the "Integrated" category. Ruf Lanz was the only other Swiss agency to be nominated in two categories. However, Welti-Furrer Fine Art Transport's "When art has to travel" campaign was shortlisted twice in the "Print" and "Art Direction" categories.

On Wednesday evening, TBWA\Zurich had another reason to celebrate: the team responsible, led by Manuel Wenzel, was able to swap its golden prize for a "Grand Clio" at the Clio Award Night at Gotham Hall in New York City; the jury therefore went one better for the "Cutcakes" campaign. With m&k advertisingweek.ch the Chief Creative Officer talks about the campaign that brought TBWA\Zurich its first Grand Clio, as well as the award scene.

Cutcakes" addresses the relevant but also sensitive topic of genital mutilation. What was the feedback on the campaign?

Manuel Wenzel: In fact, and somewhat surprisingly for me, the work was polarizing. And that despite the actual basic idea of somehow making the undeniable madness surrounding the topic of genital mutilation presentable. But we also wanted to present it in such a way that it would trigger something. The comments ranged from "applause" to "repulsive". In my view, however, the only thing that is truly repulsive is the fact that 200 million women and girls worldwide are directly affected.

What are the limitations of a campaign for such a sensitive topic?

There are no limitations in the conventional sense, but of course we were a little nervous about whether Instagram would let it through its filter or whether it would be censored or blocked due to offensive content. It was also important to us to focus more on presenting the facts about the women and girls affected than on the perpetrators.

Now TBWA\Zurich has won gold, silver and even a Grand Clio for "Cutcakes" - according to our information, the first Grand Clio ever for Switzerland, congratulations! Was there already a premonition that the campaign - despite polarized feedback - would convince the jury?

Let's just say we had high hopes, otherwise we wouldn't have submitted the project. You always make this assessment beforehand, not least for budgetary reasons. But awards are also always a bit of a lottery. One and the same work may win a shortlist or even nothing in one competition and then suddenly win silver or more in the next. Sometimes all it takes is one person on the jury to mumble a bit and the others are already unsettled - depending on the "industry significance" of the person mumbling, of course. And if you want, you can find something to talk down almost every piece of work. Of course, the principle also works the other way round.

How did "Terre des Femmes" react to winning the award?

The people at Terre des Femmes were extremely happy. They are a lot of fun to work with because they show their sense and enthusiasm for good creation even during presentations. So it's no wonder that they regularly win awards with their campaigns.

You were already in 2021 yourself represented on the film jury of the Clio Awards and know the processes. With this in mind, what significance does this gain have for you personally?

When you realize how high the quality of the work submitted to international shows generally is, the two awards naturally mean a bit more to us. The Clio Silver and Gold were already very, very cool, but when the Grand Clio became the highest award, it was very special. It wasn't one of the best, but the best work in the "Creative Use of Data" category - at least according to the Clio judges. (smiles)

On Wednesday's award night, you received your Grand Clio in New York City. How is this success being celebrated?

Because it is such a special award, we decided that I would fly there with the team that came up with the idea. That means I'll be toasting with Katharina, Sarah and Dom somewhere in New York. No more will be revealed.

In your opinion, how has the award hype changed since you started working in the creative industry?

From my point of view, practically nothing has changed for creatives, or rather the emotional significance for creatives. People are still extremely happy about awards and are - rightly - proud when things work out. In general, it's become a bit of category overkill. Sure, there are a few more disciplines, or rather sub-disciplines, but in Cannes, for example, there are around 100 pages full of categories that you could enter - and the clever copywriters there also formulate things in such a way that you can get the feeling that your work is just right for many categories. The reason is also clear: you earn a lot of money with it. Overall, a few fewer shows would increase the value of the remaining shows and their prices even more.

What does TBWA\Zurich think about awards in general and award campaigns?

Our philosophy is to submit the so-called day-to-day business and a relatively large amount of it. We try to be so good at practically every briefing that it could theoretically be good enough for an award. And we are absolutely aware that some of these works only have a chance of being shortlisted/bronze. But that has always worked out well in recent years. In 2022, we won with ten different works for seven different clients in 28 categories. 2023 with twelve works in 14 categories and for six clients. We are proud of this because it shows the breadth of what we can create for our paying clients. And yes: I explicitly include (international) shortlist or bronze placings in this, because you don't get them for free either. We think that's almost more important than winning silver or more with one or two works - although the latter is of course more worthwhile in the creative ranking (laughs). Maybe we can do both this year.

What other awards are you hoping for this year? And with which campaigns?

Of course, we hope to win a few more prizes with "Cutcakes". But also the Chicken McNuggets of Love I think it's very strong and award-worthy work. Apart from that, as always - and as previously described - we submit a lot of work from our day-to-day business. Our Anniversary campaign for the Ronald McDonald Children's Foundation I really like, for example. But also our Malbuner films and the Campaign for Davos Klosters we are happy to submit.