Eric Voser
Chair of the Public Service and Design Jury
Jury President Public Service and DesignWhat is so groundbreaking about this year's Gold campaign? The Big campaign does not focus on the product, but on the consumer effect - a witty implementation.
How is the quality of this advertising vintage in general?
Voser: There are hardly any big campaigns for big brands in Switzerland anymore. That's a shame.
Your conclusion after 26 years of ADC: Has the standard of the submitted work increased, remained the same, or deteriorated?
Voser: The standard has clearly improved. Modern means of communication and international competition have clearly brought about an increase. I very much hope that this trend continues so that Swiss advertisers are also in demand for international budgets.
Can newcomers be spotted, or did the ADC habitués win once again?
Voser: Highly creative advertising is no coincidence. That's why there are actually no ADC habitués, but simply outstanding creatives and less good ones.
Which works do you give a chance for the Cannes advertising festival?
Voser: Flims Laax Falera, Big and Radio DRS.
What did you pay particular attention to during the evaluation?
Voser: What is particularly important to me is the originality of the idea, which presents the product in an advantageous and above all differentiated way, so that it is not interchangeable. And if it comes across with a smile, all the better.
Has advertising itself become bolder?
Voser: Unfortunately not.
What importance do you attach to lobbying in such competitions?
Voser: "The common assessment criteria and the continuous improvement of the jury's approach provide an objective picture of annual Swiss advertising.
Has there been any work that has achieved art status for you as an art director?
Voser: First we would have to define art again. But advertising is basically created on behalf of a client and for commercial purposes.
How is the quality of this advertising vintage in general?
Voser: There are hardly any big campaigns for big brands in Switzerland anymore. That's a shame.
Your conclusion after 26 years of ADC: Has the standard of the submitted work increased, remained the same, or deteriorated?
Voser: The standard has clearly improved. Modern means of communication and international competition have clearly brought about an increase. I very much hope that this trend continues so that Swiss advertisers are also in demand for international budgets.
Can newcomers be spotted, or did the ADC habitués win once again?
Voser: Highly creative advertising is no coincidence. That's why there are actually no ADC habitués, but simply outstanding creatives and less good ones.
Which works do you give a chance for the Cannes advertising festival?
Voser: Flims Laax Falera, Big and Radio DRS.
What did you pay particular attention to during the evaluation?
Voser: What is particularly important to me is the originality of the idea, which presents the product in an advantageous and above all differentiated way, so that it is not interchangeable. And if it comes across with a smile, all the better.
Has advertising itself become bolder?
Voser: Unfortunately not.
What importance do you attach to lobbying in such competitions?
Voser: "The common assessment criteria and the continuous improvement of the jury's approach provide an objective picture of annual Swiss advertising.
Has there been any work that has achieved art status for you as an art director?
Voser: First we would have to define art again. But advertising is basically created on behalf of a client and for commercial purposes.
