Almost like the World Cup
Newspaper advertising In Berlin, young creative talents met for the "bestYET - best Young European Team" competition.
In its fourth year, the Swiss Press Association is promoting the
Uniqueness of advertisements. 34 ads from 34 well-known agencies
have been published so far - in a total edition of many
million. In 2006, established advertising agencies were replaced by young
creative people born up to 1977 were invited to take part in the competition. 78
proposals were submitted. 12 award-winning subjects are now available
for publication in the Swiss print media.
From this dozen, the jury selected two of the best advertisements. Their
creators were able to take part in the final in Berlin last Thursday and Friday.
of the European young talent competition on the subject of newspaper advertising
"bestYET - best Young European Team".
Nik Hodel started the journey with his job advertisement for a new
television management. Nik is a graphic designer at Polyconsult in Bern.
Achim Kaufmann and Alain Szerdahelyi were the runners-up.
travel with you. Your idea shows how advertisements can bring dreams closer, to the
example on the wall of a child's room. The two
contestants come from Basel and are stuck in a
Graphic design apprenticeship, Alain at Vittorio Müller, Achim at the WOMM agency.
Switzerland's participation in bestYET for the first time is made possible thanks to
Publimedia. The leading advertising marketer sees this competition
an ideal vessel for generic marketing.
The competition takes place every year in the country hosting the winners.
This year, however, the second-placed Germany was Berlin.
taken into account because the winners in 2005 came from
England. The competition was launched in 2002 by the most important European
marketing organizations of the daily press.
Publimedia has now been the Swiss member of bestYET since 2006 and
will continue to support this idea in the future, as Sabine Tschopp from
Publimedia in Berlin. The selection process for determining
of the participating teams from Switzerland will be organized together with the
Swiss Press Association. This was in Berlin with
Toni Vetterli represented.
No Swiss at the forefrontYoung people
from nine countries took part this year. At one
Measures have been adopted at the 4th Conference of Country Representatives,
how the competition can be implemented even more broadly. "A
Newspaper ad must captivate the reader in less than 2 seconds."
That was the premise on which the Young Creatives started with just a few
pencils and white paper and then search for their ideas in front of the
had to present to the plenum. The briefing was: Nike is a sponsor
of the Brazilian football team at the upcoming World Cup.
What kind of advertisement can Nike place in the world press if
Brazil loses and has to leave the World Cup early?
In the jury under the presidency of Amir Kassaei from DDB Germany
Daniel Comte from Advico Y&R Zurich was also involved. A total of seven
top international advertisers selected two French teams for gold and
Silver. Bronze and a 5th place went to Norway. England
The Swiss have attracted attention with good ideas. For the
However, it was not enough to reach the top ranks. The winning idea from
France - by two young women, by the way: The soccer
personally weeps a bitter tear because the Brazilians
have left the company.
Andreas Panzeri
www.bestyet.ch
