Who is going to Croatia?
This year marked the ninth edition of the creative competition «Das kann nur ein Inserat.» The decision on who will represent Switzerland at bestYET in Croatia on May 12 and 13, 2011, will be made tonight.
Four out of forty campaign ideas made it onto the "Only an ad can do that" shortlist at the judging on December 9. Which of the four works was crowned the winner will be revealed tonight, December 16, at the Basilika bar-lounge club in Zurich. The tension is mounting. Because: the winner will receive prize money of 10,000 francs in cash as well as the commission to realize their idea. The winner will also receive up to 30,000 francs for the implementation of the campaign. The campaign will then run for a year from March 2011 in more than 100 Swiss newspapers and magazines. A great opportunity.
But that's not all: on May 12 and 13, the winner of "Only an ad can do that" will also be able to travel to the creative competition bestYET, which will be held in Croatia in 2011. Actually, bestYET was supposed to take place in Paris next year, in the country of the 2010 third-place winners. But the French surprisingly canceled, and the Croatians stepped into the breach.
Now the best of numerous European creative teams under the age of 28 will be determined in Croatia, in which city has not yet been decided. The winner of bestYET will then go on to take part in the 58th Cannes Lions International Advertising Festival in June 2011.
Creative in a double pack
Two teams from each country always travel to the bestYET. That's why not only the winner of "Only an advertisement can do that" will be celebrated tonight. The audience at the award ceremony will choose from the creative
teams on the shortlist, as well as one that will accompany the winners to Croatia, where it will also have the chance to assert itself as the best young creative team in Europe.
The task for "Das kann nur ein Inserat 2010" was to create an advertising campaign that promotes the effectiveness of print media in newspapers and magazines, preferably with an interactive touch, for example through the use of augmented reality, QR codes or Kooaba. In this way, the Swiss Media Association, which is organizing the competition, wants to overcome the media divide and convey that advertisements can achieve something the moment they are viewed: Arouse interest or trigger a purchase.
Print works, online too
Last year's winning campaign already played with the possibilities of interactive technologies. "This time, however, we already made the use of augmented reality, QR codes or Kooaba a topic in the call for entries," emphasizes Toni Vetterli, Head of Marketing at the Swiss Media Association. "This meant that the hurdle was higher than in other years." This was also reflected in the number of participants: A total of 20 teams submitted 40 campaigns with 171 subjects. Last year, there were 35 teams with 83 campaigns.
The winning campaign and the three campaign ideas that will be decided by the audience tonight were selected by a six-member jury. Jury president Andreas Prokesch was supported by five critical and creative minds from the industry: "Croatia or not" was in the hands of Andi Portmann, copywriter at Wirz, Diana Rossi, copywriter at Jung von Matt/Limmat, Marcel Schläfle, AD at Ruf Lanz, Michael Seiler, Swiss Media Association, and Silvio Seiler, winner of "Only an advertisement can do that in 2009". Jury president Prokesch emphasized at the briefing for the jury members: "It is important to me that we respect and understand all the work submitted before we make our choice." Today, December 16, from 7 p.m., you can read on Advertisingweek.chwhich are the two creative teams traveling to Croatia for Switzerland in May 2011.
Anne-Friederike Heinrich
But that's not all: on May 12 and 13, the winner of "Only an ad can do that" will also be able to travel to the creative competition bestYET, which will be held in Croatia in 2011. Actually, bestYET was supposed to take place in Paris next year, in the country of the 2010 third-place winners. But the French surprisingly canceled, and the Croatians stepped into the breach.
Now the best of numerous European creative teams under the age of 28 will be determined in Croatia, in which city has not yet been decided. The winner of bestYET will then go on to take part in the 58th Cannes Lions International Advertising Festival in June 2011.
Creative in a double pack
Two teams from each country always travel to the bestYET. That's why not only the winner of "Only an advertisement can do that" will be celebrated tonight. The audience at the award ceremony will choose from the creative
teams on the shortlist, as well as one that will accompany the winners to Croatia, where it will also have the chance to assert itself as the best young creative team in Europe.
The task for "Das kann nur ein Inserat 2010" was to create an advertising campaign that promotes the effectiveness of print media in newspapers and magazines, preferably with an interactive touch, for example through the use of augmented reality, QR codes or Kooaba. In this way, the Swiss Media Association, which is organizing the competition, wants to overcome the media divide and convey that advertisements can achieve something the moment they are viewed: Arouse interest or trigger a purchase.
Print works, online too
Last year's winning campaign already played with the possibilities of interactive technologies. "This time, however, we already made the use of augmented reality, QR codes or Kooaba a topic in the call for entries," emphasizes Toni Vetterli, Head of Marketing at the Swiss Media Association. "This meant that the hurdle was higher than in other years." This was also reflected in the number of participants: A total of 20 teams submitted 40 campaigns with 171 subjects. Last year, there were 35 teams with 83 campaigns.
The winning campaign and the three campaign ideas that will be decided by the audience tonight were selected by a six-member jury. Jury president Andreas Prokesch was supported by five critical and creative minds from the industry: "Croatia or not" was in the hands of Andi Portmann, copywriter at Wirz, Diana Rossi, copywriter at Jung von Matt/Limmat, Marcel Schläfle, AD at Ruf Lanz, Michael Seiler, Swiss Media Association, and Silvio Seiler, winner of "Only an advertisement can do that in 2009". Jury president Prokesch emphasized at the briefing for the jury members: "It is important to me that we respect and understand all the work submitted before we make our choice." Today, December 16, from 7 p.m., you can read on Advertisingweek.chwhich are the two creative teams traveling to Croatia for Switzerland in May 2011.
Anne-Friederike Heinrich
