Moving images, frozen criteria
In Hamburg, "Die Klappe" honored the best moving images from the DACH region. This has shown: In the cross-media age, new criteria must also be sought for the evaluation of films.
Ever since the "pictures learned to walk", there has been movement in the film scene. And it has been constantly growing. That's why the advertising industry introduced the new term "moving images" for the good old TV commercial a few years ago. Because such an advertising video had to compete more and more with films in other formats at trade fairs, on e-boards or finally on the Internet. Since then, there have been a few more playback options and moving images can be found cross-medially across all communication measures. Only in a few cases is film still the main medium. In most cases, the "seventh art" only functions as a supplement or documentation within a multimedia-staged idea. This development is now increasingly giving rise to lively discussions at film competitions. What should be judged here?
As is now the case at many festivals, pears had to be compared with apples in the same category at the "Klappe" in Hamburg, or case films for the agency's own advertising had to compete against virally distributed gags with no further explanation but 4 million clicks, commercials against interview collages or music videos against a compilation of various weather forecasts. The criteria that the individual jury members wanted to apply were not interpreted in the same way by everyone. It can therefore be summarized here: With the cross-media development, everything works crosswise today and this has also produced completely new crossovers of ideas. The next step should be to incorporate this insight into the competition business. Otherwise, interest in such awards seems to be unabated. With 305 entries, this was 7 percent more than in the previous year. Around 20 percent of them won a hatch. For Switzerland, there were only two bronze awards for Swisscom. There were also no "winners" from Germany. Heimat won the most golds, for Hornbach and Otto. Detailed information on all the winners can be found at Theflap.com.
Andreas Panzeri
You can find the pictures of the article in the PDF version.
