ADC jury not only full of praise

Dice race The Art Directors Club Switzerland was cautious this year when handing out the coveted dice: 5 gold, 8 silver, 40 bronze. "Italianità" was the motto for the ADC's creative dice evening in the ABB event hall in Zurich. However, the theme was not chosen because "Italian conditions" prevailed during the judging, said Mike Müller. It would have been better to use German football as the theme. The comedian hosted the ceremony with an ironically serious face. "Please bring the winners and Ruf Lanz on stage," joked Müller, for example, when the winners of the evening were asked to hand over the dice once again. Or he tried to do the award ceremony "in less time than it takes to launch the ADC website". If you have patience: The complete list of all award winners can be viewed at www.adc.ch. In total, the Swiss Art Directors Club awarded 5 gold, 8 silver and 40 bronze awards from the 871 entries submitted last year. 122 works had to make do with a shortlist place. The competition was dominated by the three agencies that also top the Werbewoche creative ranking: Ruf Lanz (1 gold, 1 silver, 11 bronze, 27 shortlisted), Jung von Matt/Limmat (1/1/7/8) and Publicis (1/1/4/19). There was also gold for Contexta. Otherwise, however, the large Bernese agency only achieved one shortlist place.
The judging was based on the tougher system introduced last year. ADC honorary member Michael Conrad's 10-point system served as a yardstick. Out of 123 voting members, 87 took part in the judging process. "We were unanimous in all the decisions for gold and silver, and the bronze cube winners were chosen almost unanimously," explained Andreas Prokesch, ADC Chairman of the Board.
The cubes in the mirrorThe 5 Gold Cube winners of 2005 are: "Lebensstationen" by Jung von Matt for SBB in the Ads category, "Schnelle medizinische Hilfe" for Médecins sans Frontières by Publicis in Outdoor Advertising, "Beck & Bondi" by Contexta for Swisscom Fixnet in Film, the radio spots "Bekloppte Songtexte" for NZZ Folio by Ruf Lanz and, in the Design category, issue 26 of Soda magazine with the title "Surface". It was noticeable that no Gold Cube was awarded in the overall campaign category this year.
A silver ADC cube was awarded to: The "Etui" ad for McKinsey by Ruf Lanz. The ads and the poster series "Flat Switzerland" for the VW 4Motion by Lowe. The three adjacent posters for Candida Dental Tape from Migros by Advico Young & Rubicam. The "Customer Ideas" film series for Migros by Publicis. The radio spot series "Taxi Turk" for Swiss by Jung von Matt/ Limmat. In the sales promotion category, the snow cars for the early season opening of the Alpenarena by Spillmann Felser Leo Burnett and the T-shirt and
the signature campaign "Weniger Dräck" with Chris von Rohr for Greenpeace by Advico Young & Rubicam.
For the first time this year, the ADC awarded a press prize in the advertising category. One editor-in-chief and four editors-in-chief wanted to award this cube to Jung von Matt/Limmat for the SBB ad "Ping Pong". The ADC Press Prize jury consisted of Andreas Durisch (SonntagsZeitung), Werner De Schepper (Blick), Peter Rothenbühler (Le Temps) and Lisa Feldmann (Annabelle) as well as Stefan Barmettler from Facts. This magazine produced this year's ADC festival magazine Fakes. "Boom industry advertising. The golden age is back" is the auspicious cover story of the special issue.
All award-winning works will be published in the ADC yearbook at the end of May. "A dirty work that you had to be ashamed of, but of which all copies were sold anyway," Andreas Prokesch retrospectively countered a few reviews of last year's book, which was also honored with a bronze cube. The new yearbook is now to be printed again by Werd Verlag with a print run increased by around a third. It will also be distributed in Germany in exchange for the ADC book there.
"We can always do better. But we can be satisfied. I'm particularly pleased that we won the top prize and the press prize for clients who are actually perceived in the market. This shows me how important consulting and integrated thinking are in addition to creation. "Alexander Jaggy, CD Jung von Matt/Limmat

"If we are proud of anything, it is that we have won most of our awards for relevant clients such as Suva, VBZ, NZZ Folio or McKinsey & Company. And not for the cannabis shop around the corner. In general, you can see that the proportion of 'fun work' for gold, silver and bronze has decreased. Instead, there were suddenly concise campaigns for brands such as Dar-Vida, Maggi Quicklunch or the good old WC duck. As an advertiser and consumer, which you always are, you want more of that." Markus Ruf, CD Ruf Lanz
"I am very satisfied. It has been judged extremely strictly. What used to win bronze is now at most on the shortlist. The quality level has shifted. But compared internationally, it makes sense and is justified because it gives a more objective cross-section. Real works have been honored and not just award shows. That's a good development. "Daniel Comte,
CD Advico Young & Rubicam
"Perhaps the result was a little sobering. The jury only considered a few of the large number of works worthy of a cube. On the other hand, there may be a reason why there hasn't been so much stunning work on the table in the last twelve months. Little money also diminishes courage." Jean Etienne Aebi,
Brand Creative Director, Publicis
"The assessment was 'good' in the sense of 'stricter' than in previous years. In terms of the result, we can be satisfied. We certainly didn't have an exhilarating vintage to assess. But we knew that. Nevertheless, there were some really beautiful and successful works." Martin Spillmann, CD Spillmann Felser Leo Burnett
The criteriaThis year's judging was also based on the criteria scale of Michael Conrad, the former global creative director of Leo Burnett and Cannes president. These criteria are being used by more and more agencies and clients worldwide to assess advertising.
Levels 1 to 4 eliminate what you want to avoid: clichés, no competitive message, destructive advertising.
Levels 5 to 7 assess the path to the goal: an innovative strategy, a fresh idea or even excellent execution.
Level 8 to 10 would be the goal, namely to set a new standard so that the brand can stand out from the competition.
Design: Issue 26 with the title "Surface" of the magazine Soda.
Advertisement: "Life stations" by Jung von Matt/Limmat for SBB.
Outdoor advertising: "Rapid medical aid" by Publicis for Médecins sans Frontières.
Film: "Beck & Bondi" for Swisscom Fixnet by Contexta.
Sales promotion: T-shirt and signature campaign with Chris von Rohr for Greenpeace by Advico Young & Rubicam.
Advertisements: SBB's "Ping Pong" by Jung von Matt/Limmat won the press prize, which was awarded for the first time this year.
Film series: "Customer ideas" for Migros by Publicis.
Advertisement: "Etui" for McKinsey by the highly acclaimed agency Ruf Lanz.
Posters: Candida Dental Tape from Migros by Advico Young & Rubicam.
Advertisement and poster series: "Flat Switzerland" by Lowe for VW 4Motion.
Sales promotion: snow cars for the season opening of the Alpenarena by Spillmann Felser Leo Burnett.
Andreas Panzeri