In 2006, the Swiss Fairness Commission (SLK) reprimanded a casino campaign in which a scantily clad woman lolls on an inflatable dolphin - alluding to the claim "Bathing in happiness" (Werbewoche.ch reported). SLK intervened because there was no natural connection between the advertised product and the female body - and called the campaign sexist and derogatory.

As a result of the reprimand, the Grand Casino Baden subsequently dispensed with the subject. At least in public. The posters in question were distributed to the casino's adult visitors as part of a promotional campaign so that they could be hung up in private (Werbewoche.ch reported). As was the case for the entire campaign, the Weber Harbeke agency was also responsible for this campaign.

The following campaigns were also controversial and provoked accusations of sexism. Even without the dolphin, the subjects were always revealing. In 2008, there were not only plunging necklines, but also male six-packs on display (Werbewoche.ch reported):

Also the Poster campaign launched in 2012 with Swiss model Sira Topic caused a stir - and complaints to the Fairness Commission.

This time, however, the SLK's rebuke failed to materialize. If lightly dressed ladies advertised the gaming, entertainment, restaurant and bar offerings of a casino, this was not gender discriminatory, according to the SLK's ruling (Werbewoche.ch reported). This is because the average consumer nowadays no longer expects only prize games in a casino and is also aware that singers and barmaids can be rather lightly dressed there. The objectionable subjects would therefore indicate how the advertised services are actually provided.

From the point of view of the SLK, the perception of the average consumer is therefore decisive. This should not include Andrea Arezina, a member of Baden's municipal council, who in the past was involved in the Juso and with Solidar Suisse was responsible for campaign work. As the newspaper Schweiz am Sonntag writes in its current issue, the SP politician is bothered by the posters in the city of Baden. According to Arezina, these are sexist and fit in with the general trend of portraying women in advertising as products and thus degrading them. Her indignation now goes so far that she wants to take political action against the posters. The casino is 51 percent owned by the city of Baden, which is represented on the board of directors by Deputy Mayor Markus Schneider. In a question to the city council, Arezina is now indirectly asking Schneider to speak out against sexist advertising in the board of directors - which, by the way, consists exclusively of men.

Casino boss Detlef Brose comes to the defense of the campaign in an interview with Schweiz am Sonntag and rejects the sexism accusations. The clothing of the internationally known model is a reference to the 1920s and burlesque. This refers to the entertainment offer of the casino. A withdrawal of the campaign is not up for discussion, since neither the SLK, nor the casino management recognizes an inappropriate representation of sexuality or even gender discrimination. The SLK, in turn, points out, however, that it is merely making recommendations to the industry and that it is not a precedent for whether advertising will be fought by political means. Arezina's request is therefore not off the table, but will be dealt with in the residents' council meeting on September 1, 2015.

Incidentally, the fact that political action is being taken against the Baden casino's advertising is nothing new. In response to the 2006 campaign described above, the Grand Council, and in particular a motion by EVP Grand Councilor Lilian Studer, demanded that oversexualized and sexist advertising be banned from public spaces. However, the government rejected the requested law because it considered the necessary legal definition of the two terms unrealistic (Werbewoche.ch reported). The Aargau government supported the principle of self-regulation by the Fairness Commission and thus followed the Federal Council's line of argument. Pornographic advertising, on the other hand, is prosecuted under criminal law. (hae)

 

Ogilvy & Mather also developed the concept for the 2015 summer campaign and implemented it in flyers, POS advertising media as well as advertisements and Internet banners. With sunny prospects for the summer, Ford customers are presented with summer tires, car accessories and services specifically geared to the summer.

Responsible at Ford Motor Company (Switzerland): Jördis Kutscher (Marketing Supervisor Aftersales), Andreas Bürgi (Marketing Coordinator Aftersales). Responsible at Ogilvy & Mather: Thomas Bolliger (CD); Stephanie van Ophuisen, Urs Westermann (art/graphics); Marcel Elsener (text); Max Brunner, Nadia Peter (consulting); Dominik Abt (overall responsibility).
 

After the globally acclaimed Simpsons line, the stone giant is now announcing the next stunt: The hit series "The Big Bang Theory" is being verlegoized. The nerds Leonard, Sheldon, Howard and Rajesh including Bernadette, Amy and Penny appear cast in acrylonitrile butadiene styrene copolymerisate (ABS) and will be sold from August 1, 2015.

There is no question that the successful nerds will also sell well in the Lego box. Not only because the sitcom is currently one of the most watched in the world - in Germany, it even took the top position in the advertising-relevant target group in 2014 - but also because Lego is playing it safe when planning the special series. The Project comes from the think tank "Lego Ideas". Fans from all over the world present their dream Legos on the platform. The other registered fans vote for the ideas. The ideas that particularly stand out and reach 10,000 votes are examined by Lego and finally put into practice. So Lego knows what will appeal to buyers even before the first designer starts working on a market-oriented implementation. Consequently, nothing stands in the way of sales success. After all, there are more than enough nerds in real life who put such collectibles, unopened and unplayed, in their display cases. (hae)
 

On behalf of Rivella, JWT/Fabrikant developed a social media campaign that cleverly satisfies the need for self-expression of the social media-savvy target group and elegantly links the themes of water and refreshment with the Rivella brand: the search for the Pool Hero (werbewoche.ch reported). The campaign kicks off with a viral spot lasting several minutes in which Bendrit Bajra and his colleague from French-speaking Switzerland Yoann Provenzano plunge into the water and ask their fans to do the same and show off their moves.

It can be assumed that some will comply with this request: In the first 15 minutes after go-live alone, the Viral spot viewed over 10,000 times.

 
Supporting measures include banners, native ads on 20 Minuten and Watson, and a classic poster campaign encouraging young people throughout Switzerland to jump spectacularly into the water, film themselves doing so, and share and rate the films.
 
The latest films made by users are continuously published on the microsite Pool-hero.ch published. For the best move, Rivella will award an exclusive vacation home in the South of France for a summer - with its own pool, of course.
 
Responsible at Rivella: Andrys Aardema(Head of Marketing), Adrian Ehrbar (Head of Sports & Events), Simon Bohnenblust (Project Manager Sport & Events), Andrea Milena Wüthrich (Project Manager Sport/Events), Carla Mathieu (Brand Manager Rivella), Michael Nussbächer (Junior Brand Manager Rivella). Responsible at JWT: Remy Fabrikant (Managing Director/CEO), Peter Brönnimann (Creative Director), Simon Staub (Art Director), Martin Bettler (Art Director), Cagdas Cakmaktas (Junior Art Director), Heinz Helle (Text), Scarlett Gaus (Director Strategic Planning), Adrian Huwyler (Head of Digital and Social Media), Esther Tabirri (Business Director),Sasha Djabbari (Digital Account and Overall Project Management), Pascal Kuptz (Digital Producer), Daniela Berther (Art Buying). Responsible at who's mcqueen picture gmbh: Philipp Petersson (Executive producer), Clemens Petersson (Line producer), Jyri Pansanen (Director Key Visual), Kai Sehr (Director), Björn Knechtel (Camera), Marko Strihic (Editor), Florian Wolf (Colorist). Responsible at Südlicht: Thomas Winiger (Postproduction Viral Spots). Responsible at Hastings Audio Network: Ricardo Passani (Hastings / Sound Editor). Responsible at Gold Interactive PR: Watezz Bleuer (overall responsibility for the website).

Making of:

 

The fund supports and promotes journalistic reporting in German-speaking Swiss media on global development issues. Two media prizes (a main prize of 10,000 Swiss francs and a promotional prize of 5,000 Swiss francs) are awarded annually for high-quality media contributions on these topics.

Reporting on developments in distant countries suffers particularly from cost pressure, according to the press release. Events in Africa, Asia, Latin America or Eastern Europe usually only receive attention when they involve disasters, conflicts or wars. The Media Fund and Media Award supports and promotes journalists of all media genres who go in search of stories behind the headlines. The fund makes financial contributions in particular to research and travel costs up to a maximum of 10,000 Swiss francs.

Maz and Alliance Sud have jointly founded the association "real21 - understanding the world". It is chaired by Maz Director Diego Yanez and financed by contributions from the Swiss Agency for Development and Cooperation (SDC). The board also includes Daniel Hitzig (Alliance Sud) and the freelance journalist Markus Mugglin. The secretariat of the association is located at Maz in Lucerne.

Two juries of experts with different compositions decide on the awarding of the funds and the prizes. The two sponsoring organizations are represented, but do not make up the majority. The SDC sits on the jury for the media prizes, but has no influence on the projects supported by the Media Fund. The first call for entries for the Media Fund will run from the end of August to the end of October 2015, after which the jury will select the first projects worthy of support. The media prizes will be awarded for the first time in fall 2016.

Further information is available on the newly launched website Real21.ch can be found on the website. Among other things, it provides information on the composition of the two juries and contains the application forms for the grant applications.

Despite fierce criticism during the consultation process, it is therefore sticking to the thrust of the Tobacco Products Act. This was decided at its meeting on Friday. The new advertising bans are at the center of the criticism. The Federal Council wants to ban advertising for cigarettes and other tobacco products for the most part. However, tobacco companies should still be allowed to advertise their smoking products at kiosks, vending machines and, in particular, at festivals of national importance. However, health and youth organizations are calling for a total ban on cigarette advertising. They accuse the cigarette industry of directly targeting young people with its advertising.

The trade association and the advertising and media industry take a different view. Some fear losses, while others see the bans as an ideological paternalism of citizens. In view of these widely divergent positions, the Federal Council wants to maintain what it considers to be the balanced thrust of the preliminary draft. According to a press release, the proposed provisions would make it possible to better protect the population and young people in particular from the harmful effects of tobacco consumption. (SDA)

Survey: Are you in favor of an advertising ban for tobacco products? Vote (poll box on the right).

 

On my105, the audience has access to eight different channels with a variety of music genres from pop and rock to lounge, dance, hip hop and, of course, the latest songs. A simple user interface takes listeners to their favorite sound with a single click. Each channel is presented in a different color.

Based on this idea, a TV spot has now been produced, each showing a my105 listener literally immersed in the channel color. At the beginning of each spot, a listener is asked what he wants to hear. At the same time, he is handed a smartphone and headphones. As soon as the listener has decided on a channel and clicks on it, the corresponding channel color flies at him in slow motion. A separate spot was produced for each channel. The spots are used on TV stations, in cinemas and on social media platforms.

At the same time, adverts were developed that also focus on channel selection under the motto "What do you want to listen to? The campaign was realized in collaboration with the young Zurich agency Black Frame Studios. Responsible for the conception and realization of the campaign were:Paola Libera Scaglione (my105), Tony Mola (Black Frame Studios) and Alexandra Hofer.

 

In addition to appealing food mood, you'll also find products, recipes and useful tips - in other words, everything that food and wine lovers need to have, eat and know for the summer.

Responsible at Manor Food: Conradin Schaad (Head of Marketing Manor Food), Michèle Leibacher (Head of Communication Manor Food), Mirjam Birrer (Project Manager Communication Manor Food). Responsible at Alpha 245: Patrick Beeli, Mario Moosbrugger, Balz Chen (creation), Albina Kuqi, Tina Euerlings, Andrea Staub (consulting), Denise Goldmann, Carmen Anderegg (DTP), Pam Hügli, Diana Wick (overall responsibility); Christoph Kern (photography).
 

After 33 years as Managing Director of Kreienbühl Druck AG, Urs Kreienbühl will be taking his well-deserved retirement at the end of the month. Pascal Kaiser will take over as Managing Director from July 1, 2015. The 42-year-old has worked in the advertising industry for 19 years. Among other things, he has worked for Publicitas in various management positions in Zug, Schwyz and Lucerne. For the last six months, he was Sales Manager for NZZ Media Solutions in Lucerne. Pascal Kaiser is a qualified marketing planner with a federal certificate and a federal diploma in publishing and media management.

The ticket vending machines in the ZVV area are so much more than the almost uncharitable name suggests. At the touch of a finger, they can process and display everything from one-way tickets and connection tickets to day and multi-trip tickets, special tickets and monthly subscriptions. It is quadrilingual, easy to use and accepts all major cards. And as the icing on the cake, it is available to customers around the clock at around 700 locations in the city of Zurich, or 1400 in the entire ZVV area. What unfortunately still seems to be little known is that the ticket vending machine is also ideal for renewing network passes or monthly subscriptions. That's why ZVV is launching a campaign that presents the ticket vending machine as an all-time, all-purpose helper. The TBD agency has developed two motifs for the campaign, which are currently being used as posters and streetcar hangers.

Responsible at VBZ: Natascha Klinger (Marketing Communications VBZ); David Rast (Specialist Responsibility S-POS Sales & Tariff). Responsible at TBD: Tom Seinige, Inken Rohweder, Simon Kümin, Sandro Nicotera (creation), Sarah Gianesi (consulting), Philip Schaub, Derek Stierli (photography, image editing).

 

Teitler has been working at the Zurich office since June 1. She holds a doctorate in law and wrote a dissertation on the "right to be forgotten" in 2008. Before joining the association, Mirjam Teitler worked as a lawyer in Zurich, primarily in the areas of media law and privacy protection. She also has experience in journalism. Before her studies, she worked as a reporter for RTL/Pro Sieben Schweiz. During her studies, Mirjam Teitler worked as a freelancer for various media. Her column "Lex and the City" has appeared regularly in Schweizer Monat for over a year.

The previous external legal advisor, André Clerc, will continue to support Mirjam Teitler in her new role until the end of the year as part of the handover, according to a press release issued on Thursday.

As a neighbor of Sihlcity, five members of the Karling team work in a two-story family apartment that has been converted into an office. The agency has a large balcony, huge windows facing the green inner courtyard, a bathroom and a kitchen. Children play around the courtyard, singing and playing. "There are at least two busy kindergartens and a crèche in the buildings around the agency," says Rolf Helfenstein. Google's neighbors a little further away jog past the agency every week. "Soon we'll be fit enough to run ahead instead of behind," jokes Daniel Serrano. There are actually three neon-lit pairs of jogging shoes on the balcony facing the inner courtyard. The conference room echoes a little, a lot - despite the plants, furniture and a very telling picture. This shows the bow waves of a small speedboat and is intended to express the dynamism of the agency. A coffee machine purchased especially for the inviting kitchen - the new acquisition since the last pitch win - invites you to try it out. Serrano likes to try things out. He recently tasted modeling clay for a pitch - and offers the visitor a try. However, the Daim with the lovingly made latte macchiato tastes better than the surprisingly salty modeling clay.

"You could perhaps call it charm"

His departure from Jung von Matt a year ago was very pleasant. Above all, it was clear that he was serious about becoming self-employed, says Serrano. He didn't leave in order to switch to a job with a better salary or a higher rung on the career ladder, but to actually set up his own agency. He would actually have had great jobs at Jung von Matt. But this made him realize what he could achieve - and so he asked himself why he shouldn't use this for himself. His decision to found Karling together was a test for him to "feel himself", as he says. He wanted to find out what he could really achieve. Otherwise, however, he is rather modest, says Serrano. He got this Swiss quality from his mother. His father comes from Ecuador. He grew up in Switzerland for the first few years, then in Germany. So he not only inherited his southern temperament from his father, but also the "schaffä schaffä" from Germany, he explains. Serrano throws the few Swiss-German words and phrases into the conversation with care. He knows that his accent earns him sympathy when he speaks Swiss German and explains how people often start to grin on such occasions. This is because his pronunciation has a few rough edges and mixed dialects. "You could perhaps call it charm," he says with a laugh. Daniel Serrano and Rolf Helfenstein founded Karling over a year ago. "That was a very good decision," Serrano is already certain. He has his family at home to thank for this, who have been very supportive. But above all to Rolf Helfenstein. They really got to know each other when Serrano and his former copywriter founded a small company called Rainmap in their spare time. Rainmap promised that users would not only not get wet in the rain, but would also be able to use a street map to find their way without having to hold it in their hands. The great idea behind it: An umbrella with a city map on the inside. This small project is now a sure-fire success and the umbrellas are selling very well. Rolf Helfenstein has helped him time and again with this project, Serrano emphasizes. "The entrepreneurial gene is in me too, as you can see, but it's much more pronounced in Rolf."

Interplay of opposites

Over a meal together, Rolf Helfenstein described his plans to set up an agency and invited him to start an agency together. This led Serrano to confront himself with the question: "What do I actually want? " Two or three weeks and several international mentoring meetings later, he came to the conclusion: "You only get a chance like this once in a lifetime." This is mainly due to his partner. "Rolf is a great strategist. But he's also a great creative, which you might not have expected from him," says Serrano. Now that his radius of activity is much larger and the agency much smaller, this is becoming more apparent. The fact that they would fit together as agency directors was probably not something anyone would have thought. "The loud, outspoken Daniel and the quiet, reserved and focused Rolf," says Serrano, describing their meeting. But it is precisely this interaction that works so well. Serrano clearly sees mutual respect as the basis for good cooperation. The trust in each other, that the other can demonstrate a solid basis of talent, is certainly fundamental, he says thoughtfully. At Jung von Matt, Rolf Helfenstein was Managing Director Consulting and Daniel Serrano was Senior Art Director. "There's no question that I trust a managing director who has been in charge of the consulting side at Jung von Matt for 12 years," Serrano states matter-of-factly. He therefore found Helfenstein's decision to rely on Daniel Serrano all the better. The two founders named the agency Karling for an obvious reason. A Karling is a free-standing, unmistakable, striking mountain that owes its appearance to the polish of glaciers.

Selling creatively, baking big rolls

Daniel Serrano is indeed fascinated by advertising. He explains that this has developed over the course of his training and the last 15 years in this industry. Back then, he was particularly fascinated by Belgium. "The country, which I only knew from driving through at the time, is overflowing with good advertising." He got to know many role models - creative minds - in Belgium. But you don't get much of their charisma here, even though they win a lot of awards. At Saatchi & Saatchi in Stockholm, he realized how much fire and energy you can put into very dry topics. "The Scandinavians are very full of good humor and can sell you anything," Serrano recalls with a laugh. With advertising, however, he doesn't just want to entertain, be creative or - in short - sell. He is also driven by a completely different aspect. This aspect contributes to the fact that he would also do advertising for the tobacco industry, even though he is not a tobacco lover: "Especially in the area of tobacco and alcohol advertising, for example, so little is allowed that the challenge of perhaps being able to achieve something in such a small field through creativity is absolutely appealing to him. But that would also be the case if Switzerland had a ban on advertising wool socks - "then I would love to advertise wool socks," he explains. However, the realization that he may have contributed to the growing consumption of tobacco would not particularly bother him. After just one year, the Karling team has grown to five people and has already landed major customers. The 12 clients include names such as AMAG, SRF and Swiss farmers. Whether a small agency should bake small rolls first is something that Karling has never worried about. As they both come from a large agency with a huge output, they never even thought about focusing on smaller clients first. Or, as Serrano pragmatically explains the agency's focus: "And then when a much larger project comes along, we know who we can tackle it with."
Ursina mason

In a nutshell:

Daniel Serrano was born in Ecuador in 1980 to a Swiss mother and an Ecuadorian father. He spent his school years up to his A-levels in Cologne. This is also where he got his start in advertising. From 2004, he attended the Miami AD School in Hamburg. From 2005 he worked for DDB in Berlin, Saatchi & Saatschi in Stockholm, Duval Guillaume in Brussels and most recently for Saatchi & Saatchi in New York. From 2006 he worked for Kolle Rebbe in Hamburg. Four years later, he moved to Switzerland, to Jung von Matt in Zurich. In 2014, he founded the Karling agency in Zurich together with Rolf Helfenstein.

Work:

One of four motifs from the current "Eyewitnesses" campaign that Karling has launched for Swiss farmers.

Gian and Giachen in their online travel agency. Created at Jung von Matt/Limmat.

Serrano's last work for Pro Infirmis. Also produced by Jung von Matt/Limmat.

The Rainmap project, which originated as a leisure company in collaboration with a copywriter, is now a sure-fire success.