Campaign of the year: Won right upside down
Publicis Zurich's ZVV campaign was named Campaign of the Year for 2001
The ZVV appearance by Publicis, Zurich, was chosen as the campaign of the year 2001Right backwards won
By Ernst Weber
Readers of WerbeWoche, Schweizer Illustrierte and Tele voted the "upside-down" appearance of the Zürcher Verkehrsverbund (ZVV) as the campaign of the year 2001.
The election of the Campaign of the Year took place for the third time. While the first two votes were cast exclusively by WerbeWoche readers, this year, for the first time, readers of the general-interest magazines Schweizer Illustrierte and Tele also helped determine the outcome of the vote.
The winning campaign, conceived by the Zurich-based advertising agency Publicis, came out on top among the 21 nominated advertising campaigns. It received around 18 percent of all votes and appealed equally to consumers and the professional audience.
The campaign, which has already won an Effie - award for efficient advertising - pours water on the mills of the Art Directors Club Switzerland, which not only wishes to see more creative advertising, but also regards good ideas as a condition of advertising effectiveness. A condition that the Campaign of the Year 2001 fulfills superbly.
The streetcar docks in the harbor, ships sail along the road
In a short communication path, the ad conveys the benefits of the transport association: that passengers can use various means of public transport with just one ticket, for example, they can change from the bus to the train and to the ship.
According to the motto "If you've got it backwards, then get it right", the ad subjects designed by Chief Creative Officer (CCO) Jean Etienne Aebi show public transport vehicles in completely the wrong places: the train and the ship travel on the road; while the bus has been put on the rails, the streetcar travels by sea. The witty slogan "richtig verkehrt" (really wrong) crowns the campaign. It not only resolves the visuals, but also contributes to the high entertainment value that helped the campaign win the "Campaign of the Year" award.
The major distributors share second and third place
A campaign designed by the Zurich agency Publicis for ZVV the previous year had already caused a sensation and a smile. It used the means of transport as an advertising medium with a similarly perplexing message. In a verbal implementation that used the same line of argument, suburban trains ("I am also a ship") suddenly pretended to be ships and vice versa.
Second place went to the cinema spot campaign for Migros (including "Jeans are better bought at Migros") by the Zurich agency Exxtra. The image campaign for Coop ("So macht's Freude"), created by Basel-based cRDDB, came in third.
PS: The Giant XTC NRS 980 mountain bike raffled off in a contest by WerbeWoche, Schweizer Illustrierte and Tele goes to Marianne Marty from Buch am Irchel ZH. Have a good ride.
By Ernst Weber
Readers of WerbeWoche, Schweizer Illustrierte and Tele voted the "upside-down" appearance of the Zürcher Verkehrsverbund (ZVV) as the campaign of the year 2001.
The election of the Campaign of the Year took place for the third time. While the first two votes were cast exclusively by WerbeWoche readers, this year, for the first time, readers of the general-interest magazines Schweizer Illustrierte and Tele also helped determine the outcome of the vote.
The winning campaign, conceived by the Zurich-based advertising agency Publicis, came out on top among the 21 nominated advertising campaigns. It received around 18 percent of all votes and appealed equally to consumers and the professional audience.
The campaign, which has already won an Effie - award for efficient advertising - pours water on the mills of the Art Directors Club Switzerland, which not only wishes to see more creative advertising, but also regards good ideas as a condition of advertising effectiveness. A condition that the Campaign of the Year 2001 fulfills superbly.
The streetcar docks in the harbor, ships sail along the road
In a short communication path, the ad conveys the benefits of the transport association: that passengers can use various means of public transport with just one ticket, for example, they can change from the bus to the train and to the ship.
According to the motto "If you've got it backwards, then get it right", the ad subjects designed by Chief Creative Officer (CCO) Jean Etienne Aebi show public transport vehicles in completely the wrong places: the train and the ship travel on the road; while the bus has been put on the rails, the streetcar travels by sea. The witty slogan "richtig verkehrt" (really wrong) crowns the campaign. It not only resolves the visuals, but also contributes to the high entertainment value that helped the campaign win the "Campaign of the Year" award.
The major distributors share second and third place
A campaign designed by the Zurich agency Publicis for ZVV the previous year had already caused a sensation and a smile. It used the means of transport as an advertising medium with a similarly perplexing message. In a verbal implementation that used the same line of argument, suburban trains ("I am also a ship") suddenly pretended to be ships and vice versa.
Second place went to the cinema spot campaign for Migros (including "Jeans are better bought at Migros") by the Zurich agency Exxtra. The image campaign for Coop ("So macht's Freude"), created by Basel-based cRDDB, came in third.
PS: The Giant XTC NRS 980 mountain bike raffled off in a contest by WerbeWoche, Schweizer Illustrierte and Tele goes to Marianne Marty from Buch am Irchel ZH. Have a good ride.
