Looking down the throat of the Cannes lion
Supporting Young Talent: Nina Rentschler and Björn Burkhard are the winners of the Keystone Cannes Open 05.
Promoting young talent Nina Rentschler and Björn Burkhard are the winners of the Keystone Cannes Open 05. Today, "Foti-Schöpplen" is mastered to perfection by young creatives. And used with a lot of fun, as the 70 works submitted for the Keystone Cannes Open 05 prove. "It's getting better every year. The clientele is also expanding," says Walter Grolimund, CEO at Keystone. With the Keystone Cannes Open, Switzerland's largest photo agency has been offering a platform for advertising talent up to the age of 30 for five years now. The only conditions for participating in the competition are a real client and the use of Keystone images.
Progress was also evident for the jury. "The result is something to be proud of," said Matthias Freuler from Wirz Werbung. "Sometimes only little is missing to an absolutely professional work", evaluated Markus Ruf from Ruf Lanz. Simone Fennel admired the level of handling in the photo store. Daniel Comte from Advico Young & Rubicam remarked that it was almost impossible to abstract that it was the young talent and not the old hands who worked here.
It was immediately clear to the jury who should win the first prize. Nina Rentschler and Björn Burkhard from the agency Publicis convinced the experts with their work "Smile": The smile of a man served as the image, the laugh lines were formed into the three stripes of Adidas using a computer. "Simple, reduced - but with a laugh and positive through and through. Every company would like to have such an advertising message," said Walter Grolimund, who agreed with the jury's decision.
As the gold-winning poster showed, a strikingly large number of works for larger and well-known labels were submitted this year. It is true that image montages around "customers" such as a funeral parlor, a woodworm sanatorium, sunscreen products and sushi stores continued to appeal. However, the jury saw it as a positive trend that the young creatives - as is in fact part of their everyday working life - were also able to convince more critical clients such as Migros Kulturprozent, the Zoological Museum, Emmentaler cheese, Coop, Amnesty International or the Federal Office of Public Health with their ideas.
With their work for Adidas, the winning team will be rewarded with a flight to Cannes as well as participation in the "Press & Outdoor Award" category of the international advertising festival, where they can compete for the Lions.
In a first round, the jury marked 16 of the 70 works with one or more points. From this first shortlist, a selection of 10 was made. One "forgotten" work then also made it into the top ten with a wildcard. The jury wanted to award not only successful and thus professionally usable submissions, but also never-before-seen ideas. "We want to encourage new trends."
Regarding the winning subject, the jury said that it was "the most reduced, but the message is still immediately understood". It was also judged to be "internationally understandable". With other works, one wondered whether one had not already seen a similar implementation somewhere. Some work was also rated more as an ad than a poster, as required. All 10 subjects that the jury put on the final shortlist are shown on this double page. The pictures of the award ceremony can be found on page 23.
With over 70 entries, the yield is the same as last year. However, the number of participants increased significantly, with more teams taking part with fewer subjects. "It's a sign of professionalism that you only send the best ideas to a competition," said Alexander Jaggy. The CD from Jung von Matt/Limmat acted as moderator during the judging. His agency, together with Keystone, conceived the competition five years ago and has provided communications support ever since.
The winning subject by Nina Rentsch-ler and Björn Burkhard will be shown on
F12 size as a poster in various Swiss cities - in Zurich on Weinbergstrasse as well as in other prominent locations in Bern, Basel, Lucerne, St. Gallen, Lausanne, Geneva and Lugano.
1st place: Björn Burkhard and Nina Rentschler, who was present at the vernissage only by photo, in front of her winning poster for Adidas.
2nd place: Sebastian Hugelshofer and Daniel Roznovjak for Zippo.
3rd place: Natasha La Marca and Sabina Meyer for Yooji's Sushi.
Also 3rd place: Marc Schmit and Caspar Heuss for Microsoft.
The jury: Simone Fennel, Matthias Freuler, Daniel Comte and Markus Ruf were appointed to the Keystone jury from the master teachers in the various agencies. They placed the posters seen below on the final shortlist.
Grit Wolany and Torsten Maas for Tesa.
Isabelle Hauser and Simon Sennhauser for Maglite.
Iris Thiede and Corinne Englert for the Zug Youth and Children's Office.
Dominic Beyeler and Madeleine Brügger for Furer Schuhmode.
Jota Ziogas and Diana Rossi for Solis.
Andrea Dübendorfer for Ban Song Thai Restaurant.
At the click of a mouse into a universe of imagesFor the Keystone Cannes Open, the entire archive of the largest Swiss photo agency was available to the competition participants. In the real market, too, more and more agencies are working with Keystone's stock. Currently, a campaign for the Basler Zeitung is being designed by cR in this way. Keystone has also supplied subjects for Valser Wasser. Thanks to its own web engineers, search times in the archive are constantly getting shorter. Keystone is investing a lot in technology and will be able to provide all foreign partner agencies with another three
million images into the system software-wise.
Andreas Panzeri
Progress was also evident for the jury. "The result is something to be proud of," said Matthias Freuler from Wirz Werbung. "Sometimes only little is missing to an absolutely professional work", evaluated Markus Ruf from Ruf Lanz. Simone Fennel admired the level of handling in the photo store. Daniel Comte from Advico Young & Rubicam remarked that it was almost impossible to abstract that it was the young talent and not the old hands who worked here.
It was immediately clear to the jury who should win the first prize. Nina Rentschler and Björn Burkhard from the agency Publicis convinced the experts with their work "Smile": The smile of a man served as the image, the laugh lines were formed into the three stripes of Adidas using a computer. "Simple, reduced - but with a laugh and positive through and through. Every company would like to have such an advertising message," said Walter Grolimund, who agreed with the jury's decision.
As the gold-winning poster showed, a strikingly large number of works for larger and well-known labels were submitted this year. It is true that image montages around "customers" such as a funeral parlor, a woodworm sanatorium, sunscreen products and sushi stores continued to appeal. However, the jury saw it as a positive trend that the young creatives - as is in fact part of their everyday working life - were also able to convince more critical clients such as Migros Kulturprozent, the Zoological Museum, Emmentaler cheese, Coop, Amnesty International or the Federal Office of Public Health with their ideas.
With their work for Adidas, the winning team will be rewarded with a flight to Cannes as well as participation in the "Press & Outdoor Award" category of the international advertising festival, where they can compete for the Lions.
In a first round, the jury marked 16 of the 70 works with one or more points. From this first shortlist, a selection of 10 was made. One "forgotten" work then also made it into the top ten with a wildcard. The jury wanted to award not only successful and thus professionally usable submissions, but also never-before-seen ideas. "We want to encourage new trends."
Regarding the winning subject, the jury said that it was "the most reduced, but the message is still immediately understood". It was also judged to be "internationally understandable". With other works, one wondered whether one had not already seen a similar implementation somewhere. Some work was also rated more as an ad than a poster, as required. All 10 subjects that the jury put on the final shortlist are shown on this double page. The pictures of the award ceremony can be found on page 23.
With over 70 entries, the yield is the same as last year. However, the number of participants increased significantly, with more teams taking part with fewer subjects. "It's a sign of professionalism that you only send the best ideas to a competition," said Alexander Jaggy. The CD from Jung von Matt/Limmat acted as moderator during the judging. His agency, together with Keystone, conceived the competition five years ago and has provided communications support ever since.
The winning subject by Nina Rentsch-ler and Björn Burkhard will be shown on
F12 size as a poster in various Swiss cities - in Zurich on Weinbergstrasse as well as in other prominent locations in Bern, Basel, Lucerne, St. Gallen, Lausanne, Geneva and Lugano.
1st place: Björn Burkhard and Nina Rentschler, who was present at the vernissage only by photo, in front of her winning poster for Adidas.
2nd place: Sebastian Hugelshofer and Daniel Roznovjak for Zippo.
3rd place: Natasha La Marca and Sabina Meyer for Yooji's Sushi.
Also 3rd place: Marc Schmit and Caspar Heuss for Microsoft.
The jury: Simone Fennel, Matthias Freuler, Daniel Comte and Markus Ruf were appointed to the Keystone jury from the master teachers in the various agencies. They placed the posters seen below on the final shortlist.
Grit Wolany and Torsten Maas for Tesa.
Isabelle Hauser and Simon Sennhauser for Maglite.
Iris Thiede and Corinne Englert for the Zug Youth and Children's Office.
Dominic Beyeler and Madeleine Brügger for Furer Schuhmode.
Jota Ziogas and Diana Rossi for Solis.
Andrea Dübendorfer for Ban Song Thai Restaurant.
At the click of a mouse into a universe of imagesFor the Keystone Cannes Open, the entire archive of the largest Swiss photo agency was available to the competition participants. In the real market, too, more and more agencies are working with Keystone's stock. Currently, a campaign for the Basler Zeitung is being designed by cR in this way. Keystone has also supplied subjects for Valser Wasser. Thanks to its own web engineers, search times in the archive are constantly getting shorter. Keystone is investing a lot in technology and will be able to provide all foreign partner agencies with another three
million images into the system software-wise.
Andreas Panzeri
