Barbara Strahm
Chair of the Jury for the Advertising Film, TV Trailer/TV Design Category
Jury president of the category Advertising Film, TV Trailer/TV DesignWhat is so groundbreaking about the Hakle windshield wiper commercial that it won gold? The commercial gets to the heart of the not-so-appetizing consumer benefit in a funny way.
How do you rate the level in your category? Do you see any new trends?
Strahm: The standard in the film category was higher than last year. However, it would be a little premature to talk about trends. Perhaps Switzerland will develop into a film nation after all.
How is the quality of this advertising vintage in general?
Strahm: Just like other years. Some things stand out - and lots and lots of junk.
Which works could have a chance at the Cannes Festival?
Strahm: Off the top of my head: The "Hakle windshield wiper" and the "Renault Kangoo bank robbery" commercials, the Open Systems campaign, the Opera House Nutcracker poster - and of course our wonderful Tibits campaign.
What did you pay particular attention to during the evaluation?
Strahm: This year, especially the work of Advico Young & Rubicam.
The ADC is 25 years old: is that why you are setting the bar even higher than usual?
Strahm: No. I set the bar equally high every year, namely very high.
How do you rate the level in your category? Do you see any new trends?
Strahm: The standard in the film category was higher than last year. However, it would be a little premature to talk about trends. Perhaps Switzerland will develop into a film nation after all.
How is the quality of this advertising vintage in general?
Strahm: Just like other years. Some things stand out - and lots and lots of junk.
Which works could have a chance at the Cannes Festival?
Strahm: Off the top of my head: The "Hakle windshield wiper" and the "Renault Kangoo bank robbery" commercials, the Open Systems campaign, the Opera House Nutcracker poster - and of course our wonderful Tibits campaign.
What did you pay particular attention to during the evaluation?
Strahm: This year, especially the work of Advico Young & Rubicam.
The ADC is 25 years old: is that why you are setting the bar even higher than usual?
Strahm: No. I set the bar equally high every year, namely very high.
