"Pushing boundaries, not just enduring them": Philipp Skrabal on Cannes, cases and creative courage
In the basement of the Palais, m&k sat down for a conversation with Philipp Skrabal, the current «Advertiser of the Year.» The CCO of Team Farner spoke about his 30 years of experience at Cannes, new categories, cultural pitfalls—and why the big idea is more important than ever.
Philipp Skrabal remembers his first visit to Cannes well: in 1995, when there were just two categories - print and film. Today, he looks back on a highly fragmented competition with over 30 categories. He sees the development pragmatically: as business, but also as a strategic opportunity. After all, those who rush into new categories can score points before they are standardized by the jury.
A heart for the bold and big ideas
Skrabal remains true to his core theme: print, outdoor and everything that is striking. Even if many cases have long since played across channels, such as the Coca-Cola case from Mexico. The decisive factor for him remains the "big idea" - an idea that is so strong that it outshines any medium. Prime example: the Penny Case. What excites him about it is the clear "commitment" to a stable price in unstable times - visible on the packaging. "This is pure branding."
Cultural contrasts and creative friction
Skrabal says the Burger King case, which shows women in the midst of a ravenous appetite after giving birth, is strong, but hardly compatible with Switzerland. "British humor is different," he explains. However, he appreciates these cultural border crossings - not as a provocation, but as a learning field. Creativity can and should polarize.
Own shitstorm experiences
Skrabal himself is also familiar with crossing borders. A campaign for Migros' Aproz mineral water caused heated discussions even before the social media age. He learned the following from this: if you are courageous, you also have to deal with resistance - and benefit from it. "Courage is rewarded."
The feeling of winning a lion
Skrabal recently won two Lions with Farner - an "indescribable" feeling, as he says. For 2025, the team only submitted in the "Creative Effectiveness" category - prerequisite: a Lion from the previous year. The Greenpeace case submitted met this requirement. The National Council election case, on the other hand, was not effective enough according to the jury, says Skrabal.
AI, curiosity and David Droga
Skrabal sees the combination of creativity, technology and data as a driver for the future. At Farner, we have a team that not only understands these disciplines, but also integrates them intelligently. Artificial intelligence? A huge opportunity - even if nobody knows today where it will lead.
Skrabal is a self-confessed fan of David Droga. Courage, disruption, curiosity - for him, these are the essentials of creative work. At the same time, he observes that many customers are becoming more security-oriented. His appeal: don't be compulsively provocative, but boldly explore the limits of what is possible.
