We suspected it: smoking is no longer fashionable. While Switzerland is still wrestling with a general ban on smoking in pubs and restaurants, the Federal Office of Public Health (FOPH) today launched its nationwide tobacco prevention campaign. The aim of the campaign is to encourage smokers to quit and non-smokers to give up their "cigi". In view of the damage caused by smoking, this is "actually logical". This is precisely the summary of four celebrities and twelve non-celebrity testimonials in ten TV commercials and seven advertising subjects in German, French and Italian - and at the same time the slogan of the campaign.

Smoking is out
The 18-second TV spots focus on experiences with smoking. The emotional, reportage-style films show, for example, Renate Moser, daughter of a smoker, who fears for her father in hospital. With her head down, she ponders whether it wouldn't be better if cigarettes had never been invented. She concludes with the statement "actually logical" and looks the spot viewer directly in the eye. This look is accurate. This is also how the other nine spots work, illuminating the whole range of experiences with smoking. They include teenager Tarek, who has been kissed passionately again since he gave up cigarettes, a smoking mother who wishes her daughter would never put a cigarette in her mouth, and a woman who lost her husband to smoking. But not all of the commercials are tear-jerking: For example, the film with 90-year-old Margrit Stebler-Schweri, who notes that in the past you had to smoke to be trendy, while today only non-smoking is really cool, makes you smile.
Similar to the TV commercials, the ads use celebrity and non-celebrity testimonials to make statements about smoking. In each case, the results of FOPH studies that match the statement provide facts that underline the statements. And, of course, the ads also point in white on blue: "Actually logical", combined with the bent cigarette, which is already familiar from last year's FOPH campaign.

Everything is real
The campaign is given special charm by the fact that all the testimonials are "real. The experiences and fates portrayed in the commercials and ads are real. By Heart/cR Kommunikation was able to win the people through a casting. "Our testimonials reveal a very private part of themselves," says Hans Siegwart, creative director of By Heart. "But it wasn't our goal to expose sufferers. The statements really come from these people and they also all wanted to participate in the awareness campaign of their own accord. That's what makes the spots and ads so authentic." The campaign is also given special power by the fact that equal weight is given to the statements of celebrities and non-celebrities: Renate Moser is next to Stéphane Chapuisat, Barbara Meier next to Sabina Schneebeli, Diego Benaglio and Dimitri.
The campaign runs from now until the end of May, and also in August and October. The spots will be seen on all major and regional TV stations throughout Switzerland, and the ads will be placed in all major newspapers and magazines. Short spots will run on e-boards in train stations, and two of the TV spots will also be shown in cinemas.

Anne-Friederike Wilhelm

> To the spot waiting room
> To the Chapuisat spot
> To the spot role model
> To the spot bereaved woman
> To the spot young father
> To the spot hospital visit
> To the spot man on the train
> To the spot Old, but modern
> To the spot young couple
> To the Joint Exit spot

Responsible at the Federal Office of Public Health (FOPH): Adrian Kammer (Campaign Manager FOPH), Albert Gemperle (Project Manager Tobacco Campaign). Responsible at By Heart/cR Communications: Stefan Batzli (Management, Strategy), Hans Siegwart (CD), Markus Bircher (Conception), Sonja Wolf (AD), Rolf Burkhard (Text), Peter Krebs (Client Service Direction), Vérène Gaillard Christen, Misha Gambetta (Consulting), Dominik Mory (Production Management), Natascha Breu (Realization), Thomas Perret (Web). Responsible at Encore Pictures: Simon Jaquemet (director), Jürg Steudler (producer), Simon Guy Fässler (camera), Peter Bräker (sound design), Niels Vije (casting & production management), Claudio Cea (editing). Postproduction: Analyze. Lab: EgliFilm.
Eke Miedaner, Rémy Steinegger (photos), RTK (lithos), Bart Wasem, LeMob (e-boards), Thomas Rüttimann, ZipMedia (media).

KünzlerBachmann Directmarketing (KBDM) has acquired the Swiss sales operations of the German consumer marketing provider Microm. With this expansion of its expertise, the St. Gallen-based company is further strengthening its market position in direct marketing. Microm is a company within the Creditreform Group, headquartered in Neuss. The company has relocated its Swiss branch from Zurich to St. Gallen.

The Zurich District Court has found a businessman from Winterthur guilty of coercion. In June 2008, he had threatened a journalist in an attempt to prevent the publication of a critical article in *Der Beobachter* about health insurance, which was also intended to shed light on the activities of the Winterthur-based insurance entrepreneur.
When the businessman noticed while proofreading the article that it also contained critical remarks about his company, he sent a fax to the journalist asking him not to publish the article. Otherwise, he would bill him for expected damages of approximately ten million francs. The defendant then sought out the journalist at his workplace in Zurich and later at his home. When, in his attempts to pressure the journalist, he also targeted the journalist’s wife and children, the journalist ultimately decided not to publish the report out of fear for his family’s safety.

Suspended fine
The court found that the 57-year-old had other options available to him to prevent the planned article—such as seeking a super-provisional injunction—and sentenced him to a suspended fine of 20 daily rates of 50 francs. At the January hearing before the Zurich District Court, the prosecution had sought an unconditional sentence of 60 daily rates of 150 francs. The defendant’s attorney argued for an acquittal.

«Anything you type here can and may actually be used against you.» That—or something similar—could soon appear on the Facebook login page—after all, we’re used to seeing countless warning signs and notices every day that try to protect us from our own carelessness. This message might also have helped a 31-year-old insurance employee keep her job. The woman had called in sick to her employer, claiming she had to lie in the dark because of a migraine and couldn’t work at a computer. While home sick, however, she couldn’t resist and got in touch with her Facebook friends. Her employer discovered her online activity, which ultimately cost her her job.
The employer defended himself in an interview with 20 Minuten, saying that the Facebook activity had been discovered by chance. There is no systematic monitoring. Nevertheless, it’s generally a good idea to be on your guard: Your Facebook network includes not only friends you’ve added or potential friends, but also employers and many others. Even if they aren’t part of the actual system, it’s likely that they can decipher the system-specific code.

The creatives at the Draftfcb/Lowe Group agency have launched a campaign for their client EWZ. The aim of the campaign is to raise awareness of green electricity in Zurich and motivate as many people as possible to buy environmentally friendly electricity products. The campaign subjects show committed animals demonstrating with propaganda material for the preservation of their biotope and looking for supporters of green electricity. The images created by photographer Thomas Mangold show, for example, a bearded vulture dropping leaflets from the air or a tench flying a flag through the regional waters.
The green electricity campaign starts with several motifs that can be seen in advertisements, on posters, bus hangers and in floating internet banners. The animal heroes are also on Facebook and have set up a fan page for a greener Zurich. This leads to detailed information on the EWZ green electricity website. A personalized mailing with an individual offer for customers will follow in May.

Responsible at EWZ: Harry Graf, Jacqueline Verjee, Rolf Bleiker. Responsible at Draftfcb/Lowe Group: Daniel Comte (Executive Creative Director), Nicolas Vontobel (CD), Frédéric Nogier (AD), Ivan Madeo (text/concept), Christoph Bögli, Melanie J. Auerbach (art buying), Stefan Naef, Sarah Dovlo (strategy), Aline Litchenhaus (consulting). Photography: Thomas Mangold. Online: Future Connection, Serranetga.

The Swiss News Agency (SDA) is adapting its structures at Group Management level. The Chairman of the Executive Board and Chief Financial Officer, Markus Schwab, will now be responsible for strategic issues at Group level. Editor-in-chief Bernard Maissen will be responsible for the Group's content. The 48-year-old is still a member of the Executive Board of the SDA parent company.
At the same time, the management level of the parent company is being expanded. The newly created extended management team includes Head of Marketing Hardy Jäggi and Marc-Henri Jobin. The 49-year-old Jobin, previously head of the French-language editorial team and deputy editor-in-chief, is relinquishing these functions. He will now head the Finance, Technology and Human Resources departments. Jäggi and Jobin will report directly to the two-member Executive Board. Peter Müller, responsible for special mandates, will remain a member of the SDA Executive Board until his retirement in March 2010.
The changes are being made against the backdrop of a new strategy and the changing market environment, as the agency announced on Sunday. The SDA Group consists of the SDA news agency and various subsidiaries. These include Sportinformation (Si), AG für Wirtschaftspublikationen (AWP), the Keystone picture agency and the original text provider news aktuell (Switzerland).

The ADC Germany has distributed the nails for the best works 2008 on Saturday in Berlin. 7,000 creations were evaluated. Among them also entries from Switzerland. Two silver nails and one award went to Pius Walker, one each to Spillmann Felser Leo Burnett and Euro RSCG Zurich. Around the award, a congress discussed the topic of creativity against crisis.
"There has never been a crisis in the history of the economy for which creatives were responsible." That's what Amir Kassai, spokesman for ADC Germany and creative director of DDB, wanted to state in his laudation. But can creativity defeat the crisis? - That was the key question at the "Summit of Creativity" congress. Of course, many in Germany also see a new hope in the Internet. But the network can only generate optimal results if it lives up to its name - namely, if it networks in a meaningful way. Another insight: Only those who have something to say in their advertising messages that promises the customer real added value will be able to deliver their messages in the future. The advertiser should mutate more into a service provider in terms of information. How does one envision this? More about this in the upcoming Advertising Week.
"Mn mss sparn wo mn kann." That's what Max magazine commented in an analysis of this year's competition. However, the trend magazine has not broken with its tradition yet and distributed a booklet with photos of the award show as well as all the prize winners during the party shortly after midnight again this year. This time, however, the celebrating creatives in a hangar of the disused Tempelhof airport waited in vain for a really "hot party". A DJ in a small side hall - that was it. Instead, there was a delicious white tomato soup. Did they save the red color here or is this now the announced creativity?
Entries to the competition have fallen from around 9,000 to 7,000 this year. In addition, many of the previous sponsors have dropped out. As a result, the traditional exhibition no longer featured all the works, but only those that won prizes. "The rent of a bigger hall for a whole week was simply not possible anymore", an ADC board member let slip. Thus, only the "party" was held in the Tempelhof. The exhibition and the congress took place in the old cinema Kosmos. However, the center in the old East presented itself as an extremely atmospheric substitute. And the speakers at the workshops were, despite cost-cutting measures, very renowned, creatively selected and competent - such as, for example, a professional wave surfer from Hawaii in conversation with a creative director on the subject of courage and risk management.
And the hard facts: 323 jury members awarded prizes to 446 works in 46 categories. This means that "only" 6.5 percent were classified as "high quality". Gold was awarded even more sparingly. Jury president Michael Preiswerk, who emigrated from Switzerland to the German creative scene, commented: "We're looking for excellence here, groundbreaking things, and there aren't a hundred of them." Judging was based on six criteria. Is the work original and original? Does the work communicate its content in an understandable way? Does it raise awareness? Is the work convincing in terms of craftsmanship? Does it delight, touch or enrich? - An award thus means that the advertisement meets all these criteria. Spillmann Felser Leo Burnett won in this sense for the idea "WOZ buys UBS" in the category Holistic, Innovative Communication. Euro RSCG won an award in the print ads with "Goosebumps" for the Zurich Chamber Orchestra.
An award in Media went to Walker for the Bindella project with the novel "Tanti Auguri". This "commissioned book", which was first published as a serialized novel by Peter Zeindler in the Sonntagszeitung and then became a bestseller in bookstores, also won silver for Holistic Communication. A second time for silver on the stage Pius and Patricia Walker were allowed for their double-page advertisement in the FAZ with the "sex tips" around the book "50 success models" from the Zürcher Buchberlag Kein + Aber. With all these awards, the small Walker agency appears in 19th place in the creative rankings in this year's ADC competition. The most nails - as the dice are called in Germany - went to Jung von Matt, followed by Scholz & Friends, Heimat and DDB.

Andreas Panzeri

> To the Gold winners list
> To the list of winners until silver

No & But, 50 Success Models "Love model", by Pius Walker was awarded a silver nail in the "Text" category.

The Bindella Local campaign "Tanti Auguri", also by Pius Walker, received a silver nail in the category "Holistic Communication, Innovative Communication".

The media weblog Medienlese.com, part of the Zurich-based publishing house Blogwerk, will be discontinued at the end of April after almost three years. Managing Director Peter Hogenkamp told the Sonntagszeitung newspaper that this was due to the gloomy economic forecasts and a lack of prospects. The problem is that media criticism hardly attracts any advertising customers. The advantage of blogs - a clearly focused target audience - is still not enough, Hogenkamp continued.
Medienlese.com is one of a total of seven blogs published by the publishing house.
Only the gadget blog Neuerdings.com makes a profit. All other blogs have to be cross-financed with consulting mandates. As the least profitable blog in the portfolio, the media weblog had to go under. Hogenkamp would like to sell the blog so that it can be continued, it is said. He is in talks with potential buyers.

Nude hiking has recently become a hiker's passion. Now the advertisers of sportswear manufacturer Mammut are also taking up the phenomenon. Nude hikers cannot be inspired with functional sports equipment - but perhaps with warm feet. "Dear naked hikers, at least wear good footwear," says the advertising poster. For the time being, Mammut does not need to worry about sales of its hiking clothes, as the trend has not yet caught on with the masses.
Just as well, because setting off naked when the mountain calls is not entirely without danger. Not only is there a risk of falling, coming into contact with insects or plants, but also in the event of a search operation, naked hikers are difficult to spot from a helicopter, said Carlo Danioth, mountain guide and head of rescue in Andermatt, to the Sonntag newspaper. Mammut is considering "developing a breathable Adam costume for the new customer segment", said Rolf Schmid, CEO of the Mammut Sports Group. It is already available on the poster and it will be interesting to see what it will look like in real life.

A school makes school
A school has been doing school for 40 years. SAWI, the forge of marketing, sales, advertising and communications professionals, celebrated its anniversary at the Juker Farmart in Rapperswil-Jona. The educational institution took the liberty of equating its founding in 1969 with equally historic events such as Yoko Ono's and John Lennon's wedding, Neil Armstrong's first visit to the moon or the Watergate affair surrounding US President Richard Nixon. This can be accepted (with a wink). After all, the school has been turning ignorant laymen into clever foxes for around 40 years, who are allowed to call themselves illustrious "consultants in corporate and marketing communications", for example. If you want something simpler, you can also acquire the title "Marketing Manager".
Unimpressed guests
The celebration itself will hardly go down in history. Reason: lack of party mood of the invited. Because they could not warm up to the sounds of the trumpets and horns of the bourgeois police music of the city of Zurich, which provided acoustic entertainment. Or at least tried to. The few guests who were in a good mood already left for home in the early evening. It was a pity for the effort with which the SAWI had prepared the rustic area. The appearance of the festival area revealed that a lot of work and attention to detail had gone into it.
Anniversary celebration aka "Grümpelturnier
Admittedly, some people might have been reminded of a neighborhood tournament by the fact that they could only get their food and drink by handing in their vouchers (everyone received two for food and three for drinks). The benches, raffle and the food selection, which consisted of veal sausages including Büürli as well as Hörnli with minced meat and apple sauce, may have strengthened the impression.
Klapproth, the tamer
Only moderator Stephan Klapproth was able to animate the loud guests, who were still chattering away during the speech of the former president of SAWI, Hans-Peter Rohner, to listen calmly. The excited "10vor10" presenter led the panel discussion, in which SAWI Director Pia Kasper and honorary professors participated.
SAWI teaches many things. Unfortunately, not yet the acquisition of party mood. For this would certainly have given the hearty and thoroughly successful anniversary celebration a history-making conclusion.
(Text and photos: Adriana Zilic)

Torsten Tomczak, SAWI professor, Hans-Peter Rohner, former SAWI president, and Marcus Schögel, SAWI professor (from left).

Uwe Tännler, SMC President, with Pia Kasper, SAWI Director.

Moreno Cavaliere (l.), Publicitas, Otto Meier, SAWI President-designate.

Imagine: You make music and nobody listens to you - Polizeimusik Stadt Zürich.

Fritz Märki, SAWI Honorary Member, Monika Luck and René R. Hürlimann, SAWI Honorary President (from left).

Harry Luis Eggimann, Harry Eggimann Consulting, Ulrich H. Moser, Conavest, and Jürg Siegrist, SAWI School Board (from left).

Panel discussion with Stephan Klapproth as moderator.

Sponsors: Fabienne Meyer, Urs Wohlgemuth and Juliana Hagmann, all from Fischer Papier (from left).

Urs Keiser, Mediaxis, wife Corinne Keiser, ladies' tailor, and Andy Hostettler, TBWA (from left).

The NZZ is considering expanding into Bern with its own regional section. "There is some interest in an NZZ with a Bern regional section", the press office told the Sonntagszeitung. However, it remains to be seen whether the project will be launched. The decision is likely to depend on Tamedia's strategy - whether the Bund will merge with the larger Bernerzeitung or be transformed into a Tagesanzeiger headline. The NZZ is unlikely to get involved in an attrition battle in Bern if Tamedia opts for the "Tagi-Bund" model, the Sonntagszeitung continues. The NZZ anticipates a potential of 20,000 copies or around 40,000 readers for the regional split edition.