Daniel Matter
ADC Jury Chairman
ADC JurychairmanWhat is so groundbreaking about this year's Gold campaigns? The strength of the campaign for Sportplausch Wider: lots of great individual ideas that form a whole. The strength of the campaign for ZVV: a great overall idea that doesn't get boring in its individual parts. The strength of both campaigns: witty ideas, well done.
Have you noticed any new trends?
Matter: The trend in all categories was: less above-average, less below-average.
How is the quality of this advertising vintage in general?
Matter: Not a bad year for a year with only three quarters. It would have been better if things that have already won awards abroad (Cannes, Epica etc.) hadn't ended up under the table.
Your conclusion after 26 years of ADC?
Matter: Difficult. Exciting. Necessary.
Can newcomers be spotted, or did the ADC habitués win once again?
Matter: Yes. Certain habitués in a new formation. RufLanz, for example. Or Jung von Matt/Limmat and Matter & Partner, both of which have grown. But the question is always: who won an award for what? It's easier for clients who give you complete freedom.
Which works do you give a chance for the Cannes advertising festival?
Matter: Anything that wins gold or silver in Zurich has a chance in Cannes. But not only that. I've also seen bronze and even non-award-winning films that should make it.
What did you pay particular attention to during the evaluation?
Matter: Respect for the achievements of others. Even if they are not good enough to receive an award. Professionalism in the evaluation, in the discussion, in the decision. Renouncing self-interest.
Based on the advertising, will you now buy one of the award-winning advertised products?
Matter: Sure. I believe in advertising. Especially the kind that the ADC recognizes.
Has there been any work that has achieved art status for you as an art director?
Matter: There is art that has achieved advertising status. The "Freitag" book by Lars Müller, perhaps the illustrations for Publicis' Christmas mailing. Ah, and then there's the art of pleasing everyone as an ADC board member or jury chairman. But neither Andreas Prokesch nor I have succeeded in doing that. Logical.
Have you noticed any new trends?
Matter: The trend in all categories was: less above-average, less below-average.
How is the quality of this advertising vintage in general?
Matter: Not a bad year for a year with only three quarters. It would have been better if things that have already won awards abroad (Cannes, Epica etc.) hadn't ended up under the table.
Your conclusion after 26 years of ADC?
Matter: Difficult. Exciting. Necessary.
Can newcomers be spotted, or did the ADC habitués win once again?
Matter: Yes. Certain habitués in a new formation. RufLanz, for example. Or Jung von Matt/Limmat and Matter & Partner, both of which have grown. But the question is always: who won an award for what? It's easier for clients who give you complete freedom.
Which works do you give a chance for the Cannes advertising festival?
Matter: Anything that wins gold or silver in Zurich has a chance in Cannes. But not only that. I've also seen bronze and even non-award-winning films that should make it.
What did you pay particular attention to during the evaluation?
Matter: Respect for the achievements of others. Even if they are not good enough to receive an award. Professionalism in the evaluation, in the discussion, in the decision. Renouncing self-interest.
Based on the advertising, will you now buy one of the award-winning advertised products?
Matter: Sure. I believe in advertising. Especially the kind that the ADC recognizes.
Has there been any work that has achieved art status for you as an art director?
Matter: There is art that has achieved advertising status. The "Freitag" book by Lars Müller, perhaps the illustrations for Publicis' Christmas mailing. Ah, and then there's the art of pleasing everyone as an ADC board member or jury chairman. But neither Andreas Prokesch nor I have succeeded in doing that. Logical.
