The street is alive

Creative school The ADC/BSW jury has selected the best ideas for a poster "Safety for children in road traffic" from a total of 137 proposals: With a
A new record of 137 ideas were submitted by 94 young Swiss creatives to the jury.
and therefore also the teacher. The
ADC/BSW creative school organized as part of the Cannes advertising festival
a creative competition on the subject of "Safety for children in the
Road traffic".

The competition was open to graphic designers, art directors and
copywriters in Switzerland under the age of 28. The five best teams of two will travel
to this year's Cannes Lions International Advertising Festival, where
participate in four days of workshops and presentations and
can gain valuable impulses for their future professional work.
The winning team will compete in the Young Creatives Competition with
the best creative teams from around the world. 

The competition is organized by Keystone, Cinecom, Werbewoche and Clear Channel.
Outdoor supported. The photo agency has opened its archives because
the young creatives used stock images from the
million offer from Keystone. The poster company will
the award-winning works from May 22 to June 4 in Zurich, Bern, Basel
and Geneva at official poster sites. In the
summer, they will be on display throughout Switzerland.
The jury was made up of top advertisers André Benker, Simone Fennel,
Valentina Herrmann, Alexander Jaggy and Hans Tanner as well as the
University lecturers Richard Feurer from the HGKZ in Zurich and Andréas
Netthoevel from HKB in Berne.

Tough battle for the winner
The jury was "overwhelmed by the unexpectedly high level of participation and by
the high quality of the work". Of course, among the
youthful ideas, there are also high-spirited ones that are a little
approached the topic. "Children are exposed to traffic
conceived - not killed by traffic", one headline wanted to
provoke. On the other hand, all too seriously, the message was: "Stop the
Child abuse - drive carefully."

It was striking that only one of the 137 ideas was directly linked to the
naturalistic depiction of blood and accident horror.
The smashed child's body on the windshield has a lively
discussion. However, as is currently the case in prevention circles
is still the norm, the idea was rejected as too blatant.

Whether the
harsh representations in today's video games of our kids here
perhaps require a rethink, is an open question. Long
There was also a lively debate about the poster, in which a
Child's body is wrapped in a starting flag for car races. "Game
over", one jury member also wanted to make a successful connection to
of youthful video games. Another CD saw today's
The issue of speeding has been raised. But shouldn't
adults be addressed with these subjects?

The computer as an assistant
What was striking - although obvious - was that many participants with a
pedestrian crossings as the basic image. Gaëtano Bally, the
photographically documented the judging, was quite amazed at what
with the help of the Graphiccomputer from his former Keystone
can do with snapped strips.

The versions in which the childish "Himmel,
Hell" game as a real game between death and life.
If an idea is to be awarded a prize for its three-dimensional
extension shows a lot of creative potential - but as a poster only
can be hung up in a limited way? Or should work rather be rewarded
that can also be used on a large scale in a campaign?
Which talent should learn the most in Cannes?

In reducing its shortlist from ten to five, the jury
Posters an almost never-ending discussion of principles
instigated. Listening to a wide variety of arguments would be
Young Creatives would certainly have been valuable. But because such sessions
are known to be secret, will only be summarized here: Sometimes
a win in a creative competition is not worth much more than
a lottery win. But of course this is only from a statistical point of view.

Andreas Panzeri

Picture: The first-place winners Fernando Pérez, AD, and Iris Alder, Text (both Lowe).