Advertising Day 2011 in Lugano - "Exemplary Advertising with Children" Awarded
SBB and Gasverbund Mittelland will receive the Child Guardian advertising award, which will be presented for the fifth time in 2011, at today's Advertising Day 2011 in Lugano. The award for exemplary advertising with children is presented by Terre des hommes - Kinderhilfe TDH, the Swiss children's charity, together with the associations Schweizer Werbung SW and Publicité Romande.
A TV commercial and a poster/advertising motif were awarded the prize, which show that respect for children and successful advertising with children can be reconciled. Children are taken seriously and not instrumentalized as mere objects, according to a press release from TDH. SBB received the Child Guardian 2011 as a symbolic award for the TV commercial entitled "Sergio, Benoît and Beat in the museum", created by the Contexta agency: the three men stand stiffly and rigidly, a small boy stands on a stool and twists the moustache of one of the men to see if the three are real. The spot was unanimously chosen as the winner by the expert jury.
The award ceremony in the Print category was less straightforward: the adult jury of communication and child protection experts could not decide between three equally worthy subjects in the final selection, including the natural gas motif with cheerful sack-jumping children realized by Gasverbund Mittelland with the agency Startbahnwest. The children's jury, made up of 22 schoolchildren from Saint-Prex in the canton of Vaud, was a different story. With their spontaneity and intuition, the children immediately and clearly recognized who they thought deserved the prize, and so they also decided with conviction in favour of Erdgas, explained Child-Guardian jury president Evelyne Hug.
