Print against the rest of the world

(Luca Schneider and Yannick Schaller, the winners of DKNEI, celebrate. Photo: Tom Stuckert)

The advertisement has advantages that no other advertising medium can claim. The Swiss Media Association has been communicating these advantages for eleven years now. Creating a new idea after 97 advertisement subjects is a challenge. But this was once again the task of the "Only an advertisement can do that" DKNEI competition. 

24 teams submitted a total of 61 works: 32 ideas for individual subjects and 29 ideas for campaigns (with a total of 95 subjects). Slightly fewer than in the record year of 2013, but more than in 2012.

 

The winners

The winner was a campaign with three subjects by Luca Schneider and Yannick Schaller from Havas Worldwide Zurich.
 

"Subject by subject, the campaign confronts the other media - internet, television, radio - with hard-hitting facts. Credible, comprehensible and without hitting below the belt," comment those responsible. "A campaign with a relatively large amount of text - which is only possible in this form in an advertisement - and yet neither a text campaign nor a mini-format poster." 

The shortlist 

In addition to the winning entry, six other works were shortlisted:

Luca Schneider and Yannick Schaller, Havas Worldwide Zurich 

Gaël Tran, Trio Lausanne, and Gregory Talbot, Freelance, Nyon 

Martin Voggensperger, graphic designer, Basel 

An Le and Olivia Gnani, Advico Young & Rubicam, Zurich 

An Le and Olivia Gnani, Advico Young & Rubicam, Zurich 

Christian Omlin, Sanagate, Lucerne

(The shortlist winners present (from left to right): Martin Voggensperger, An Le, Luca Schneider, Yannick Schaller, Christian Omlin; Photo: Tom Stuckert)

No Best YET 2014

As every year, the winners receive a fee plus the commission to realize their campaign. The subjects will appear in the entire Swiss press landscape from around April. This includes over 120 newspapers and magazines whose publishers are members of the Swiss Media Association.

Unlike in previous years, however, the winning duo will not receive a ticket for the Best YET, which was due to take place in Dublin in May. The European competition of national newspaper and magazine associations was canceled at short notice this year. The reason is the financial problems of individual participating countries, as explained by the Swiss Media Association. Intensive discussions are currently taking place as to whether and, if so, in what form the competition could take place next year. 

The jury

It was made up of three ADC members, a former DKNEI winner, an advertising client and a representative of the Swiss Media Association:

• Andreas Prokesch (Jury President), hubatka-prokesch-seiler.ch
• Dominic Beyeler, freelance art director and illustrator, winner 2013
• Marcel Kohler, Managing Director of 20 Minuten, representative of the Swiss Media Association 
• Thomas Kurzmeyer, Creative Director Wirz Advertising
• Simon Staub, Creative Director Leo Burnett
• Heinz Vögeli, Vice Director VBZ, Head of Human Resources and Corporate Communications, client representative

(The jury at work. Photo: Keystone)

Partners and sponsors of the competition 

Keystone made its entire treasure trove of images available for the competition free of charge and without restriction. Other partners and sponsors: Art Directors Club (ADC) Switzerland, Allianz Schweizer Werbeagenturen ASW, BSW Swiss Leading Agencies, Schweizer Werbung SW, Textverband, Cominmag (media partner), Werbewoche - Zeitung für Marketing, Werbung & Medien (media partner) and Swissprinters Zofingen (production of print material) - plus the sister organizations of the Swiss Media Association, Médias Suisses and Stampa Svizzera.