Snapshots of Bern

Soirée graphique 2012: Graphic design from around the world, presented in a new light. The Bern creative show will take place at the Kunsthalle for the first time.

This exhibition—the only one of its kind in Switzerland dedicated to graphic design—will take place for the first time this year at the Kunsthalle Bern. From October 20 to 21, visitors will experience an exciting exhibition concept in which approximately 30 unique graphic works are reinterpreted over 60 times. In 2008, the Bern-based advertising agency Komet launched the Soirée graphique. Since then, this comprehensive graphic design exhibition—held annually—has provided a unique creative platform for artists from the fields of graphic design, photography, and visual arts from around the world. The Soirée graphique brings contemporary visual design to life in a direct and accessible way, while enabling creative professionals to network within the scene.

This year, the Soirée graphique will take place at the Berner Kunsthalle for the first time. From October 20 to 21, 2012, it will offer visitors an inspiring snapshot of contemporary graphic design through installations and presentations, open daily from 10 a.m. to 6 p.m. For the fifth edition of the exhibition, 28 graphic designers each created a one-of-a-kind piece. A total of 65 creative professionals from various artistic fields then reinterpreted these pieces in their own works. pan

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Are stormy times ahead?

The private bank Notenstein thinks in terms of scenarios. To support this, Shortcuts created a campaign featuring a commercial that is unusually nature-oriented for a bank.

With a TV commercial—deliberately unconventional for the industry—at the heart of the campaign, the goal is to increase awareness of the relatively new private bank Notenstein and sharpen its image. The content highlights Notenstein’s scenario-based approach to wealth management as «a response to an increasingly unpredictable and ever-changing world.» According to the creative team at Shortcuts, the TV commercial allows Notenstein to break new ground in its communications and thereby introduce its name to a broad public. Notenstein’s values—particularly its forward-looking approach to wealth management—are to be anchored and dramatized in the commercial.

In this 30-second commercial, viewers are taken on a journey through the Alpstein region of Eastern Switzerland and experience a variety of moods along the way, underscored by questions such as «Are stormy times ahead?» or «Do you know what tomorrow will bring?» The honest and candid response, «We don’t know,» is truly unique in the world of banking advertising, which is otherwise never at a loss for empty promises. The Zurich-based agency and production company Shortcuts created and produced the TV commercial in close collaboration with the marketing team at the private bank Notenstein, in co-production with Solid & Hallerfilm and the directing duo Rainer Binz and Benjamin Kempf. Are stormy times ahead?

The TV commercial will be broadcast on the three public television stations—SF 1, RTS Un, and RSI LA 1—mostly during prime time—around the «Tagesschau,» before and after the programs «10 vor 10,» «Eco,» and «Rundschau»—will be broadcast. In French-speaking Switzerland, it will air around «Le Journal,» and in Ticino, before «Telegiornale.» The TV commercial is accompanied by a nationwide print and online campaign in the national and regional daily and business press. The photos for the campaign were taken by Ueli Alder, a young artist and photographer from Appenzell.

The Future Agency

The agency Shortcuts is just as «young» as Notenstein. With a focus on branded entertainment and social media, the two Zurich-based internet entrepreneurs Patrick Mueller and Marc Leuzinger, advertising executive Bene Abegglen, and renowned Swiss filmmaker Peter Lehner have once again joined forces to found an agency. With a blend of experience and «creative foresight» (self-promotion), Shortcuts produces compelling communications. Shortcuts combines creation, production, and technology, thereby delivering both traditional and digital advertising from a single source. «The name says it all. All processes are stripped down to the essentials.» Shortcuts is a «one-stop shop»: an agency and production company in one. pan

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Optics in front of and behind the camera

Zurich-based actress Lisa Brühlmann is set to graduate from the ZHdK Film School with a degree in directing and has already secured a promising offer to work as a «commercial director» at Manifesto-Films.

Three young women are on trial. They have murdered a man. The nymphs met the attractive faun while bathing at a pond. Before the judge, each of the beauties tells a different version of the murder story. In the end, the corpse has disappeared. And also the perky girls finally vanish into thin air on the way to their cell. The plot is a summary of Lisa Brühlmann's diploma film. With this "erotic fiction " she will make her bachelor in the next weeks in Zurich at the film school of the ZHdK.

A story of her own devising, with which the author wanted to "transfer a Greek myth into the modern age. In the narrative form, film historians can also discover inspirations from the Japanese cinema of a Kurosawa. A stylistic adventure. A documentary on a specific topic as a thesis would probably have meant less risk. But the decision for the greater challenge is symptomatic for Lisa Brühlmann.
When the young communications and media student was allowed to work as an editorial trainee at Star TV, she wanted to throw away the chance in the middle of her nascent development into a presenter and first face three years of real training as an actress in Berlin. And when, after graduating from the Charlottenburg Acting School, the requests for roles became more and more numerous, she turned it up a notch.

Curious head

Brühlmann registered for the film school entrance exams, which were pretty crowded everywhere. She would have passed the first round at the renowned star school Babelsberg, but then decided on the ZHdK in Zurich. "I knew a few good graduates and coming back from Berlin was a gut decision that I don't regret until now." At many other film schools, he says, you're "sealed off like in a can." Zurich is a bit freer. "You have more possibilities, it's an art school. You're allowed to try out other subjects in an interdisciplinary way." Admittedly, one can also be overwhelmed by this freedom. "But if you know what interests you, Zurich is the right place," says Brühlmann.

"Many actors talk about directing themselves one day. But very few of them actually do it, because they are aware of the many demands and the huge amount of work involved. Lisa, however, has pursued her desire very consistently and also completed a training course," Reto Salimbeni has also been able to detect such a trait in Lisa Brühlmann. The head of Manifesto Films cast the actress as a figurehead for his Ikea film "Arrange Your Life". During this collaboration they got to know each other better, Brühlmann showed her "showreel" from film school and Salimbeni was immediately enthusiastic. "I saw that Lisa has a very substantive connection to short-form films. She thinks holistically as a director. Analyzing her short films and music clips, it was clear to me after a very short time that she is highly talented and has a successful future in advertising."

The music videos have also convinced Shannon Mildon, producer at Manifesto: "They look fresh and stylish. Lisa likes to work with irony, and creates images with sophisticated harmony. You can already see a very personal signature." Salimbeni can also agree with this assessment when he says, "Often with up-and-coming directors, you see them clinging to a genre concept and not letting the idea breathe." In the case of Brühlmann and her short film "Spring Awakening," produced from her own funds "to try things out," there is a "very stylistic lightness to it" that Salimbeni "naturally thought immediately that the young director could be an ideal addition to Manifesto." At the company, which produces more than 30 spots a year, some with other top directors from Canada and Hollywood, for example, Brühlmann is not to be locked into the "advertising for the young" box, however. "The commitment has less to do with young and old and more to do with male female," Salimbeni specifies. "There are a large number of commercials that are aimed more at a female target audience, and mostly these commercials are made by men. In that, I often see that the tone is off. I also hear this in feedback from women," the director explains.

Salimbeni and Shannon Mildon therefore note in their new commitment "a great talent with women's themes or female staging - without falling into a cliché, but to be provocative as well as modern and fresh as needed. These are things that are not usually on our radar. After all, I have to see a market for my new director." To do this, Manifesto now wants to "take its time and wait until the right projects come along." For Lisa Brühlmann, such an employment relationship offers the chance that she can continue on her two tracks of acting and directing into the future.

Face in demand

She was about to graduate from acting school in Berlin when a casting request came in from Swiss television for the doctor series "Tag und Nacht" (Day and Night). Lisa Brühlmann was able to convince and soon became known to a wider audience as practice assistant Connie. "When you come out of acting school and shoot for seven months at a time, it's a good further training and an enormous opportunity. I was able to build a great network and gain experience. The role has brought me a lot. Acting-wise as well as otherwise." "Swiss television has found its young star," the press was also pleased to hear, and watched further developments with growing interest. First, however, Lisa Brühlmann wanted to finish the acting school she had interrupted. "I was really looking forward to going back to school for another three months."

After graduating in Berlin, roles in German TV series and films followed with regular cadence. In the crime series "Alarm for Cobra 11", the Zurich native was hired for a leading role. In a "Tatort" Lisa was murdered as a drug-addicted waitress. For this she had to "lie for hours on the kitchen floor in an unheated house ". The cold experience at the "crime scene" was nevertheless worthwhile. "If you can list this cult series in your bio, everyone immediately knows what to do with it," Lisa has found. The jump-start worked. In "The Man with the Bassoon," about the biography of Udo Jürgens, which just won the German Television Award, she played a Russian nanny.

Unlike many other young actresses from Switzerland, who - with a preference for Hollywood - usually rush from casting to casting in vain, Lisa Brühlmann was able to skip this "door knocking" for her career. "That wouldn't be my thing either. I'm more reserved in character," she reveals. The Hansen management selects suitable roles for the actress. Then, at the casting, the competition takes place only in a shortlist of five actresses who actually fit the role.

She can currently be seen in the new Swiss feature film "Missen Massaker". Brühlmann would rather explain in another conversation that the horror comedy is not finding its audience in the cinema, because this discussion about Switzerland, cinema and film culture is beyond the scope of this portrait of Brühlmann as a commercial filmmaker. Glad about the role, though, she is. "I've been able to learn a lot from director Michael Steiner." She herself can't act so well that you wouldn't think she'd like to direct a feature film herself someday. "I admire women like Julie Delpy and Sofia Coppola. They both manage to combine acting and directing." Brühlmann also already has a film subject in mind that is important to her. But, as we all know, one never makes it to the screen if you start talking about your immature projects too early.

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Vizner Borel: Heroic campaign for VW Caddy

Vizner Borel is promoting the VW Caddy with “everyday heroes.” They briefly explain why they swear by a reliable partner—namely, the Caddy.

At the same time, the 30th anniversary logo is used to draw attention to the special campaign associated with it. "Because there are people who do extraordinary things in their jobs every day and need a suitable vehicle to do so," the agency said in a statement about the campaign. Posters, advertisements, TV spots, online banners and dealer measures will be used as advertising media throughout Switzerland.

Responsible at VW Commercial Vehicles: Bruno Ueltschi (Marketing Manager), Manuel Marchev (Marketing Coordinator). Responsible at Vizner Borel: Lajos Vizner, Guillaume Borel (overall responsibility), John Leuppi (text/concept), Alban Schelbert (art direction), Martina Glaser (consulting), Peter Hebeisen (photography people), Mediacom (media planning).
 

To the point: civil courage

Bern welcomed a distinguished guest this week. Federal President Widmer-Schlumpf received the President of Turkmenistan, Gurbanguly Berdymukhammedov. This was done, as is customary, with full military honors. An important point to note: In Reporters Without Borders’ 2011 World Press Freedom Index, Turkmenistan ranks 177th—third from the bottom—behind China, Iran, and Syria, and ahead of North Korea and Eritrea.

As usual, there was also a press conference after the speeches. Markus Häfliger writes about this in the NZZ: "Even beforehand, a Swiss official made it clear that the journalists from the two countries would only be allowed to ask two questions each. And so, across the group, the Swiss journalists agree on one nice question about bilateral economic relations and one critical one about human rights." Huh? Is that the option?

Markus Häfliger wrote in the NZZ that he would have liked to ask more questions, Kathrin Ammann criticized clearly and unequivocally in the Aargauer Zeitung "In order to retain international influence, Switzerland is happy to allow Turkmen conditions to prevail at a media conference" and David Hesse even published the seven questions he was not allowed to ask in the Tages-Anzeiger. I think these reactions are good, but are they enough? No.
Ronnie Grob asks on the page of the Zurich Press Association the absolutely justified question whether it would not have been wiser if the journalists had not gone to this fake press conference in the first place. But sure! Boycotting such a neutered Q&A session would have been better. And also for the credibility of the Swiss journalists respectively the Swiss press such a reaction would do more. Better than kowtowing to a foreign potentate resp. to the anticipatory obedience of a bland Swiss official. (Thanks Ronnie Grob for the input!)

While we're on the subject of moral courage: The New York Times no longer wants quotes authorized, effective immediately. Why? Three reasons speak for it. First, the x-times revised and soft-pedaled answer does nothing for the reader. Second, one should be able to assume that decision-makers in business and politics should be able to give answers that don't have to be muddled or even changed by a communications professional afterwards. And thirdly, an O-tone practice, as is common practice on radio and television, would only be good for the reputation of the press. That would be worth discussing in Switzerland, too.

Pierre C. Meier, Editor-in-Chief
[email protected]

Olympic champion Steve Guerdat is Honda's new brand ambassador

 Swiss rider Steve Guerdat won the gold medal in the individual competition in London. He is now also a brand ambassador for Honda.

As Honda (Suisse) announced today, the man from Jura - who currently lives in Herrliberg - will represent the Honda brand as its new ambassador in the coming years. These days, Honda is not only presenting the new brand ambassador, but is also launching the new CR-V in Switzerland. And from November, the first vehicles will be available for test drives at Honda dealerships.

Honda Suisse surprised its Swiss dealers with a guest of honor at an event on Tuesday. Olympic champion Steve Guerdat not only presented his gold medal in Interlaken. Ken Keir, Executive Vice President of Honda Motor Europe, Hiroshi Nomura, President of Honda (Suisse) SA and Vice President François Launaz welcomed the Swiss rider as Honda's new brand ambassador. "Steve Guerdat's charisma and personality make him a wonderful brand ambassador for Honda," says Hiroshi Nomura, President of Honda (Suisse). The new Honda CR-V combines comfort, safety and practicality with a great deal of elegance and power, which suits the equestrian sport and Steve Guerdat's great talent.

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(from left to right: Steve Guerdat, Hiroshi Nomura, François Launaz, Ken Keir)

However, the partnership between the Olympic champion and Honda goes beyond the new CR-V. As François Launaz, Vice President of Honda (Suisse), says, the new constellation will reorganize all business areas in one company - from cars and motorcycles to the marine sector, power units and appliances for the home and yard. The long-term partnership with Steve Guerdat covers all these segments. This means that Steve Guerdat will represent the Honda brand at various levels in the coming years.
 

Spina's Civil Voices: Against the exploitation of children

Spinas Civil Voices' campaign for Terre des hommes is entering its second phase. As it continues the campaign launched last year, the agency aims to once again put viewers in the shoes of an exploited child.

This is to make the suffering of the children tangible without showing images of horror. This writes the agency in a message on Thursday. The classical campaign supports thereby the numerous DM measures for the donation production.

Responsible at Terre des Hommes: Sandra Wirth (Fundraising & Communication Director), Alexandra Burgdorf (Head of Fundraising), Zaira Govoni (Project Manager Fundraising). Responsible at Spina's Civil Voices: Lorenz Spinas (CD), Miriam Fischer (concept/AD), Susi Kammergruber, Andrea Duttweiler (concept/text), Mirko Cresta, André Hermetschweiler (graphics), Ursula Bärtsch (desktop), Claudio Lurati (consulting), Bianca Hotho (production).
 

Last but not least: you can't eat pizza from the base

At Zurich Central Station, a slice of pizza lies on the ground, ready to be served, impaled on a fork. Passersby cannot eat the pizza—not because it is on the ground, but because it only appears to be three-dimensional.

It looks so real that you want to take a bite: The 3D pizza for Coop Betty Bossi is ready to be served and attracts countless passers-by. British street artist Julian Beever, known for his 3D chalk artworks, spent four days drawing a three-dimensional pizza at Zurich main station.

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Passers-by can take photos of themselves with the artwork and experience the 3D effect up close. The campaign will run until Friday evening, October 12. (uma)

TV advertising has the strongest impact

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The Motz von Butz: The art of typography is threatened with extinction

In addition to the endless advantages of the computer, it has unfortunately also encouraged the proliferation of "typography-all-possible". By Theophil Butz, graphic designer, advertising agency owner, inspirer and, for over a year and a half, also a mocker for Werbewoche readers. Please send any relevant information to [email protected].

What I'm talking about here is the fact that nowadays anyone can make their own business card, a vernissage invitation card, a flyer for a total liquidation, a magazine and the advertisements placed in it or a website on their computer.

My thesis: I assume that typography and its rules are no longer taught in schools and art academies, or only marginally. For example, there seems to be no awareness of the fact that every letter has an aura of white space around it as well as inside it. This phenomenon can be compensated for with spacing (perhaps you've heard of it) to improve legibility. Many posters, some even from renowned agencies, do not or only rarely use this typography technique. As a reminder, here is an example: two versal "O "s next to each other have the same amount of white space between them as two "I "s next to each other. The space at the widest points of the "O" is therefore smaller than that of the "I". There is no mathematical formula for this. A trained eye can see that. But it should be trained. Similar rules also apply to separations, indents, wefts, flutter sentences and center lines. This poor typographical design is often paired with boring texts and uncreative, witless headlines. Another phenomenon of today's computer age is unfortunately spelling. What a lot of spelling and punctuation mistakes we see.

I have already explained in previous Motz that advertising is an expensive medium. All the more reason for the content to be implemented by professionals. Including those who understand typography. If you leave the copywriting and design to an authorized signatory, your wife or your son for cost reasons, you won't be well received by consumers.

I don't even look at these design monsters. That's why I won't give any examples. Just this one: Unfortunately, I have to install a new heating system in my house in Italy. I visited three appliance suppliers on the website. I opted for the manufacturer that gave me the most logical, typographically clean and professional impression. Exactly. I dedicate this column to Emil Ruder, my typography teacher and director of the Basel School of Applied Arts. My takeaway is that Signora Lamioni's truffle dog "Tambu" actually found white truffles for us here in Tuscany.

 

Too beautiful for the trash

An exhibition of packaging design will be on display at the Kornhausforum in Bern from October 17 to 27.

The aim of artistic packaging design is to seek contact with the buyer. Once the product has been bought and consumed, the packaging has had its day. It ends up in the garbage bin: ex and hop! However, some packaging vignettes do not deserve to be thrown away because they have artistic value and are original works of art. Georges Boehler, Georges Boehler Productions, has collected such objects. He is presenting his collection this October in the exhibition "Ex-&-hopp-Art. This is throwaway art - too good for the trash" in Bern. A collection that - in keeping with the character of an everyday object - was discovered in everyday life: in the household, in the store, at the market, in restaurants and while traveling. Most of the examples on display date back to the pre-digital design age.

A book has been published to accompany the collection: "Ex-&-hopp-Art. Consumer waste - too good to dispose of", which is available as a print product and as a digital picture book in the i-Tunes app store (ISBN 978-3-7272-1283-3; Stämpfli Verlag). Further information: Ex-and-hopp-art.com. imp

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Exclusive: Plagiarism accusation against Saatchi & Saatchi

The agency Ogilvy & Mather Germany is not pleased with the fork-themed campaign that Saatchi & Saatchi created for UNICEF. Managing Director Ulrich Tillmanns calls it plagiarism. The Zurich-based agency strongly denies the allegations.

The stumbling block is the fork hand that the Zurich agency Saatchi & Saatchi presented to the public a few days ago. Ulrich Tillmanns, Managing Director of the Düsseldorf agency Ogilvy & Mather, was amazed when one of his employees presented him with the fork hand. corresponding contribution on Werbewoche.ch. The idea of a fork in the shape of a hand seemed too familiar to him. Tillmanns told Werbewoche.ch that this idea had already been developed last year and launched in Germany months ago. We're talking about the "Helfende Hände" campaign for Düsseldorfer Tafel e.V., which was presented as part of the Düsseldorf Gourmet Festival from August 24 to 26, 2012. The company has been working with the charitable organization for almost ten years, supporting its ideas as part of pro bono budgets. The Düsseldorfer Tafel distributes surplus food from retailers to those in need; every month, the hunger of 28,000 people is satisfied in this way.

Fork in physical form

In fact, the two subjects look confusingly similar: a fork in the shape of a hand asking - or begging - for a gift. In contrast to Saatchi & Saatchi's version, however, Ogilvy & Mather Germany did not stop with the subject: "The fork is physically produced in cooperation with cutlery manufacturer WMF, and the 10,000 pieces produced are handed out at events for every meal as part of the Tafel promotion," Tillmanns told Werbewoche.ch. Anyone who keeps the piece of cutlery automatically donates the amount previously left as a deposit in favor of the organization Tafel e.V. This fork is now anchored in the public.

But even the charitable backgrounds of Tafel e.V. and Unicef don't make Tillmanns forget one thing: "Agencies are part of the idea business. Only ideas count there - regardless of whether they are voluntary or highly paid commitments." They plan to submit the fork to awards, he says, so they can't simply accept that the idea will reappear in a campaign a few months after launch. Tillmanns can imagine two scenarios: "First, the idea was stolen and adapted for the Swiss market. Secondly: Both agencies had the same idea at different times". In both cases, the company wants to take action and contact the Zurich agency. If no agreement is reached in this way, the company will take legal action and sue for injunctive relief.

"The accusation of plagiarism is untenable".

Saatchi & Saatchi clearly rejects the accusations of plagiarism from Germany. The agency developed both the content idea and the implementation idea absolutely independently and at no time used any elements from other agencies or campaigns, Marlon Chng, Client Service Director & Senior Digital Expert told Werbewoche.ch. Although the agency has always aimed to develop unique creations and campaigns, Saatchi & Saatchi is not immune to the fact that its own ideas may bear a certain resemblance to those of other agencies anywhere in the world. This is also true in the case of the finger fork: The idea is obvious, because a fork with its five fingers is basically reminiscent of a hand. In this specific case, the creative achievement lies less in the idea than in its creative implementation. After five minutes of Internet research, one realizes that the basic idea of the hand fork is anything but new. Chng backs up this statement with various illustrative examples of commercial applications of the hand-shaped piece of cutlery.

Chng, who is also a lecturer in communications law at Simakom Lucerne, concludes: "We are therefore firmly of the opinion that there can be no talk of plagiarism here in any way, since the idea of the "finger fork" also existed long before Ogilvy & Mather's campaign and was implemented in numerous ways. For example, after our press release, a friendly agency sent us a picture with a greeting to say, with a wink and on a sporting basis, that it already existed in a similar form in Switzerland - back in 2006." (Image: See below).

But the accusation is also untenable if you look at the whole thing from a temporal dimension, adds Chng. The earliest moment when one could have learned about the Tafel campaign via a press release was August 16, 2012. As early as August 3, however, Saatchi & Saatchi contacted Unicef and informed it about the idea, which had been developed at the beginning of the year (the conversation with Unicef is available to Werbewoche.ch).

How the fork dispute will continue remains to be seen. Both parties seem pretty sure of their case and unwilling to make concessions to the other side.

Thomas Häusermann

Aktionsplakat
Helping Hands" campaign by Ogilvy & Mather Germany

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The hand fork developed by Ogilvy & Mather, circulation 10'000 pieces

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The subject of Saatchi & Saatchi for Unicef

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The subject of Meyer advertising (2006)

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