Hans Ulrich Schweizer
Jury Chair for Public Submissions (Individual Images)
Jury President Public Ads (individual motifs)What is so groundbreaking about this year's Gold campaign? The snowboard ad for the Alpenarena is a worthy winner. Groundbreaking means that a gold medal should be the benchmark for future work. And that means: a brilliant idea of high relevance - i.e. an idea that communicates a product benefit or advantage in a succinct way; a production that dramatizes this idea as much as possible - i.e. attractive, unique and very, very fast; an implementation that is pleasing to the eye and tickles the brain cells in a pleasant way.
How would you rate the level in your category?
Schweizer: The standard of all the works that made it to bronze was high. Individual ads are generally good playgrounds for creative solutions. Because the task can be approached in a much more focused way than with entire campaigns.
How is the quality of this advertising vintage in general?
Schweizer: In economically uncertain times, solid values become more relevant again. I think that's a good thing, because people don't allow themselves to be led by spectacular gimmicks that don't create sustainability.
Are there any newcomers to be spotted, or did the ADC habitués win once again?
Schweizer: The large amount of excellent work continues to be produced at the same addresses. Because they can attract and employ the good people. But among these good people there are a lot of new maker names. These are the real newcomers.
Which works do you think have a chance at the Cannes Festival?
Swiss: These include the Snöber ad "Halfpipe", Hakle ad "Finger", Big posters, Tibits posters, Güggel ad for Radio DRS, Tibet ad with folklore music and the ad for "Together against violence".
Has advertising become bolder?
Schweizer: What do you mean by braver? She has to get better. And she got better!
How would you rate the level in your category?
Schweizer: The standard of all the works that made it to bronze was high. Individual ads are generally good playgrounds for creative solutions. Because the task can be approached in a much more focused way than with entire campaigns.
How is the quality of this advertising vintage in general?
Schweizer: In economically uncertain times, solid values become more relevant again. I think that's a good thing, because people don't allow themselves to be led by spectacular gimmicks that don't create sustainability.
Are there any newcomers to be spotted, or did the ADC habitués win once again?
Schweizer: The large amount of excellent work continues to be produced at the same addresses. Because they can attract and employ the good people. But among these good people there are a lot of new maker names. These are the real newcomers.
Which works do you think have a chance at the Cannes Festival?
Swiss: These include the Snöber ad "Halfpipe", Hakle ad "Finger", Big posters, Tibits posters, Güggel ad for Radio DRS, Tibet ad with folklore music and the ad for "Together against violence".
Has advertising become bolder?
Schweizer: What do you mean by braver? She has to get better. And she got better!
