René Sennhauser
Chair of the Jury for the Direct Marketing I and Outdoor Advertising Categories
Jury President of the Direct Advertising I and Outdoor Advertising categoryJury President of the Direct Advertising I and Outdoor Advertising category
What is so groundbreaking about the Arena Fitness Center poster that it won gold?
: The poster is characterized by the fact that one picture says it all.
How do you rate the level in your category? Do you see any new trends?
Sennhauser: To put it bluntly, the level ranged from Zürichberg to Langstrasse, all three "S's" were present: shallow, sexy and super. A new trend is not discernible, but the expansion of an existing one: The classic image-text system has been replaced by strong images.
How is the quality of this advertising vintage in general?
Sennhauser: The work could have been even better and there were a few slip-ups. I'm afraid I'll have to tear a few pages out of my copy of the ADC Yearbook 2001.
Which works could have a chance at the World Advertising Championships in Cannes?
Sennhauser: The Arena poster, precisely because it is a visual idea and therefore internationally understandable.
What did you pay particular attention to when evaluating the work?
Sennhauser: As always, the image, the text and the idea.
The ADC is 25 years old: did you therefore set the bar even higher than usual? Sennhauser: No, we had to be careful that this bar didn't suddenly become a rubber rope that was stretched up and down individually.
What is so groundbreaking about the Arena Fitness Center poster that it won gold?
: The poster is characterized by the fact that one picture says it all.
How do you rate the level in your category? Do you see any new trends?
Sennhauser: To put it bluntly, the level ranged from Zürichberg to Langstrasse, all three "S's" were present: shallow, sexy and super. A new trend is not discernible, but the expansion of an existing one: The classic image-text system has been replaced by strong images.
How is the quality of this advertising vintage in general?
Sennhauser: The work could have been even better and there were a few slip-ups. I'm afraid I'll have to tear a few pages out of my copy of the ADC Yearbook 2001.
Which works could have a chance at the World Advertising Championships in Cannes?
Sennhauser: The Arena poster, precisely because it is a visual idea and therefore internationally understandable.
What did you pay particular attention to when evaluating the work?
Sennhauser: As always, the image, the text and the idea.
The ADC is 25 years old: did you therefore set the bar even higher than usual? Sennhauser: No, we had to be careful that this bar didn't suddenly become a rubber rope that was stretched up and down individually.
