Well nailed, ADC
Awards The German ADC judged more strictly and only awarded prizes for "real existing quality".
Awards The German ADC judged more strictly and only awarded prizes for "real existing quality".
A lot of work awaited this year's ADC jury: over 7000 works - a new record - were awaiting their verdict. And for the most part, the judging was clearly tough. In each of the 36 categories, the 208 jurors were extremely stingy with their points and selected around 25 percent fewer winners than last year. Apparently, the higher the creative quality, the higher the expectations - in 2004, German advertising shot up to fourth place in the Gunn Report's international creative ranking. Jury chairman Fred Baader was not impressed by the track record and called for "not just quality, but real existing quality". He wanted to put a stop to the gold ideas that are created purely for the award show.
Clearer Springer & Jacoby
With success, as the list of precious metal winners shows. Not a single tattoo or piercing studio, not an unknown pub and no
There is hardly a hair salon among them. On the contrary: the ten Gold Nails went to brands and institutions, most of which are known beyond the country's borders. Springer & Jacoby received all five Gold Nails in German advertisers' favorite discipline - the automotive industry - for two Mercedes-Benz and one Smart campaign. This enabled S & J to make a comeback to first place in the top ten, which many did not believe it was capable of due to the delicate generational change in leadership. The creative team created real graphic feasts for the eyes in the "From A to B" line campaign for the G-Class and in the "Sound of Summer" TV and cinema spot for convertibles. In the latter, the viewer glides through landscapes and sounds that are shaped by oscillating bars, like an equalizer. The jury and audience agreed that this film is sure to win more medals at international competitions.
There was also a gold award for the cinema spot "Für Jungs, die damals schon Männer waren" by DDB Berlin, the up-and-coming agency of the year. The film, a testosterone-boosting homage to the fast workers' Ferrari - the VW Golf GTI - was virtually acclaimed by the audience. The unconventional TV commercial series "Blixa Bargeld reads Hornbach" for the DIY chain, created by the Berlin agency Heimat, also climbed to the top of the podium and was also named "Client of the Year".
Success for Jung von Matt
Jung von Matt was denied the gold nail. Thanks to the many silver works, it was nevertheless the second most successful agency at the ADC. For example, the cinema commercials for the energy drink K-fee, in which screaming monsters tear the audience away from the romantic atmosphere. The poster for the travel agency chain Tui, which renamed the Berlin subway station "Unter den Linden" "Unter den Palmen" during the cold season, can also be counted among the most beautiful, but only locally applicable JvM works. In the poster category, Scholz & Friends won its only gold nail - again in fourth place - for the first-class motif "Kent Nagano conducts Wagner" for the Baden-Baden Festspielhaus.
Hardly any bold concepts
Courageous and unusual concepts were not common in the Spatial Communication/Events category. Nevertheless, the jury awarded gold to two temporary works: an art and fundraising campaign for a mine-free world, which Heine Lenz Zizka staged for the aid organization Medico International with a virtual minefield, and the media installation and exhibition "Illumination:Evolution" from the Senckenberg Nature Museum, which was designed by Atelier Markgraph and implemented with a strong media and audience appeal.
As a general trend, Fred Baader noted that "the 'Brazilian crypticism' - the tendency towards pure visuality - that is often used in creative competitions has now clearly declined in the coding and decoding style". Instead, narrative formats, lots of emotion and humor were on the rise.
Gold posters: Scholz & Friends for the Festspielhaus Baden-Baden.
Gold communication in space: "Minenfeld" by Heine Lenz Zizka for Medico International e. V.
Gold ads: Mercedes-Benz G-Class, "From A to B", by Springer & Jaoby.
Gold TV commercials: "Blixa Bargeld reads Hornbach", by Heimat, Berlin, for Hornbach Baumarkt AG.
Gold TV and cinema commercials: "Sound of summer", Mercedes-Benz Cabriolets, by Springer & Jacoby.
Gold cinema spot: Volkswagen Golf GTI, "For boys who were already men back then", by DDB Berlin.
Luca Aloisi
A lot of work awaited this year's ADC jury: over 7000 works - a new record - were awaiting their verdict. And for the most part, the judging was clearly tough. In each of the 36 categories, the 208 jurors were extremely stingy with their points and selected around 25 percent fewer winners than last year. Apparently, the higher the creative quality, the higher the expectations - in 2004, German advertising shot up to fourth place in the Gunn Report's international creative ranking. Jury chairman Fred Baader was not impressed by the track record and called for "not just quality, but real existing quality". He wanted to put a stop to the gold ideas that are created purely for the award show.
Clearer Springer & Jacoby
With success, as the list of precious metal winners shows. Not a single tattoo or piercing studio, not an unknown pub and no
There is hardly a hair salon among them. On the contrary: the ten Gold Nails went to brands and institutions, most of which are known beyond the country's borders. Springer & Jacoby received all five Gold Nails in German advertisers' favorite discipline - the automotive industry - for two Mercedes-Benz and one Smart campaign. This enabled S & J to make a comeback to first place in the top ten, which many did not believe it was capable of due to the delicate generational change in leadership. The creative team created real graphic feasts for the eyes in the "From A to B" line campaign for the G-Class and in the "Sound of Summer" TV and cinema spot for convertibles. In the latter, the viewer glides through landscapes and sounds that are shaped by oscillating bars, like an equalizer. The jury and audience agreed that this film is sure to win more medals at international competitions.
There was also a gold award for the cinema spot "Für Jungs, die damals schon Männer waren" by DDB Berlin, the up-and-coming agency of the year. The film, a testosterone-boosting homage to the fast workers' Ferrari - the VW Golf GTI - was virtually acclaimed by the audience. The unconventional TV commercial series "Blixa Bargeld reads Hornbach" for the DIY chain, created by the Berlin agency Heimat, also climbed to the top of the podium and was also named "Client of the Year".
Success for Jung von Matt
Jung von Matt was denied the gold nail. Thanks to the many silver works, it was nevertheless the second most successful agency at the ADC. For example, the cinema commercials for the energy drink K-fee, in which screaming monsters tear the audience away from the romantic atmosphere. The poster for the travel agency chain Tui, which renamed the Berlin subway station "Unter den Linden" "Unter den Palmen" during the cold season, can also be counted among the most beautiful, but only locally applicable JvM works. In the poster category, Scholz & Friends won its only gold nail - again in fourth place - for the first-class motif "Kent Nagano conducts Wagner" for the Baden-Baden Festspielhaus.
Hardly any bold concepts
Courageous and unusual concepts were not common in the Spatial Communication/Events category. Nevertheless, the jury awarded gold to two temporary works: an art and fundraising campaign for a mine-free world, which Heine Lenz Zizka staged for the aid organization Medico International with a virtual minefield, and the media installation and exhibition "Illumination:Evolution" from the Senckenberg Nature Museum, which was designed by Atelier Markgraph and implemented with a strong media and audience appeal.
As a general trend, Fred Baader noted that "the 'Brazilian crypticism' - the tendency towards pure visuality - that is often used in creative competitions has now clearly declined in the coding and decoding style". Instead, narrative formats, lots of emotion and humor were on the rise.
Gold posters: Scholz & Friends for the Festspielhaus Baden-Baden.
Gold communication in space: "Minenfeld" by Heine Lenz Zizka for Medico International e. V.
Gold ads: Mercedes-Benz G-Class, "From A to B", by Springer & Jaoby.
Gold TV commercials: "Blixa Bargeld reads Hornbach", by Heimat, Berlin, for Hornbach Baumarkt AG.
Gold TV and cinema commercials: "Sound of summer", Mercedes-Benz Cabriolets, by Springer & Jacoby.
Gold cinema spot: Volkswagen Golf GTI, "For boys who were already men back then", by DDB Berlin.
Luca Aloisi
