"ADCE judging is unique".
Current ADCE President Barbro Ohlson on this year's awards ceremony
The current ADCE President Barbro Ohlson on this year's awardsSwede Barbro Ohlson studied at the renowned Saint Martins College of Art & Design in London. Among other things, she created a new CI for the English National Opera for CDT Design Consultants. In 1992, she founded her own company, which works for clients in England and Scandinavia. Today, Barbro Ohlson lives in Stockholm and is Head of Graphic Design at the Swedish television company TV4.Barbro Ohlson, are you satisfied with this year's jury?
Barbro Ohlson: Very much so! As a Scandinavian, I'm also delighted that the Norwegian creative clubs are back after an absence.
Did you find the judging process stressful?
Ohlson: As ADCE President, my main task was to intervene in the event of disagreements. Since there were none, I limited myself to welcoming the various juries. There were almost no debates this year, but of course I couldn't be on every jury at all times.
There was no criticism of the procedure and the chosen winners?
Ohlson: Of course, some people are more satisfied than others, that's normal. There is also criticism about the disparity between the countries. But all in all, the ADCE judging is a straightforward process, as the works have already received awards in advance.
What do you think of the Grand Prix-winning campaign that only won silver nationally?
Ohlson: I saw the campaign for the first time at the D&AD awards ceremony and was very impressed. However, I noticed at the British awards that monumental works are very well received in England. For example, the Millennium Wheel or other grandiose installations.
Is it not a contradiction that the ADCE Grand Prix campaign only won silver nationally?
Ohlson: No gold was awarded in the corresponding category, and she also won gold at the British TV Awards.
Do advertisements have a chance of winning the Grand Prix? Films and interactive media are simply more exciting.
Ohlson: I still believe that print, outdoor and the design category also have a chance. At the end of the day, it's still the idea that counts, not the budget.
Do you have any favorites among the participating countries?
Ohlson: The British are always doing good advertising. But I've also noticed excellent work from Norway and Holland. A Grand Prix is certainly not a minor matter. Just as important, however, is the opportunity to show the award-winning work from different countries in one place and thus gain an overview of European advertising. And that is the unique thing about the ADCE judging. Interview: Beat Fritsch
Barbro Ohlson: Very much so! As a Scandinavian, I'm also delighted that the Norwegian creative clubs are back after an absence.
Did you find the judging process stressful?
Ohlson: As ADCE President, my main task was to intervene in the event of disagreements. Since there were none, I limited myself to welcoming the various juries. There were almost no debates this year, but of course I couldn't be on every jury at all times.
There was no criticism of the procedure and the chosen winners?
Ohlson: Of course, some people are more satisfied than others, that's normal. There is also criticism about the disparity between the countries. But all in all, the ADCE judging is a straightforward process, as the works have already received awards in advance.
What do you think of the Grand Prix-winning campaign that only won silver nationally?
Ohlson: I saw the campaign for the first time at the D&AD awards ceremony and was very impressed. However, I noticed at the British awards that monumental works are very well received in England. For example, the Millennium Wheel or other grandiose installations.
Is it not a contradiction that the ADCE Grand Prix campaign only won silver nationally?
Ohlson: No gold was awarded in the corresponding category, and she also won gold at the British TV Awards.
Do advertisements have a chance of winning the Grand Prix? Films and interactive media are simply more exciting.
Ohlson: I still believe that print, outdoor and the design category also have a chance. At the end of the day, it's still the idea that counts, not the budget.
Do you have any favorites among the participating countries?
Ohlson: The British are always doing good advertising. But I've also noticed excellent work from Norway and Holland. A Grand Prix is certainly not a minor matter. Just as important, however, is the opportunity to show the award-winning work from different countries in one place and thus gain an overview of European advertising. And that is the unique thing about the ADCE judging. Interview: Beat Fritsch
