On February 1, 1965, the first commercial flickered across the screen in Switzerland. Since then, around 6.8 million TV commercials have been broadcast on SRG SSR channels. By means of online voting, 180 creative experts from the Swiss communications industry (members of ADC as well as those responsible for the Swiss "Edi." commissioned and advertising film awards and the "Swiss Effie Awards") chose the best TV commercial of the last 50 years from 57 award-winning TV commercials. The winner is Fleurop's "Wedding Day" spot, which tells the emotional story of a widow who receives a bouquet of flowers from her late husband at the cemetery thanks to Fleurop.

The spot was conceived and realized by Pius Walker. The award for the best Swiss TV spot of all time will be presented at the ADC Gala on April 18, 2015 at the Volkshaus Zurich. "Fleurop's spot is doubly emotional," says Martin Schneider, CEO of Publisuisse, "because as the deceased husband, the voice of Mathias Gnädinger can be heard in this spot. As a self-confessed fan of this great actor, I am very touched by this," says Schneider.

You can find the top 20 spots online at Publisuisse.ch/top20 or by advertisers, ex-advertisers and commercial filmmakers (Frank Bodin, Peter Brönnimann, Philipp Skrabal, Martin A./Michael/Tobias Fueter, Peter Felser, Markus Ruf, Alexander Jaggy, Frank Baumann) commented in the last broadcast of "Achtung, fertig, Werbung!":

Stevie Wonder wins public vote

Also at the SRF conducted Public voting the Fleurop spot by Walker achieved a top position, coming in second ahead of the clumsy Mobiliar photographer (Wirz Werbung). However, viewers liked the "Stevie Wonder" spot produced in 2004 by Ruf Lanz for the Mühlehalde home for the blind best. (pd/hae)
 

"Attention, ready, advertising"

But why are Mr. and Mrs. Swiss no longer going to the polls? The label "disenchantment with politics" is quickly applied. But young people do discuss politics, and families do care who sits on the government and cantonal councils. And why don't they help shape the world in which they live? Because many politicians have lost touch with the younger generation - and that's in the media design of their election campaigns. Election advertising is stuck in the last century. Yet it's easier than ever for politicians to get close to voters. Spending Saturdays in front of shopping malls handing out balloons is yesterday's voter advertising.

First: Posters are good. But does political advertising on F12 really still reflect the spirit of the times? Can it still move people? As always, only with well-designed subjects. The FDP, for example, showed how not to do it: "With heart and vision" with Thomas Heiniger and Carmen Walker Späh. This poster was so unspeakably poorly designed and devoid of message that it had a certain entertainment value again. To pass the time on public transport, I often came up with new slogans for this monstrosity: "With umbrella, charm and bowler hat", "At 66 ...", "Medium-sized and badly coiffed". The two were elected, to be sure. But that is more than surprising in view of such a poster. Second: Television. "Political satire does more than news," was the headline in the NZZ on Sunday. The classic TV duel is out; satire formats à la "Daily Show," "heute-show" or "Giacobbo&Müller" are in demand. They react cheekily and quickly to political developments and reach younger people, especially those who are far removed from politics. If you want to rejuvenate your electorate, you have to position yourself cleverly in such a format - and not as the one being laughed at. Third: Website. Most parties and candidates have one, but it usually remains a tedious exercise. Yet a personal website is the opportunity par excellence to clarify opinions and positions and to raise issues. Fourth of course, a blog on the website offers a great opportunity to get right into the debate on issues. It doesn't matter whether it's with voters or opponents, the only important thing is that the blog is maintained and regularly updated. If you don't have the time (or the money) to keep a blog alive, it's better to do without. Fifth: Social media. Twitter and Facebook are now standard for every politician. Presenting oneself, maintaining and cultivating contacts, picking up on moods - nowhere is that better. But beware: No private photos - that can quickly backfire. Sixth: YouTube. Hillary Clinton announced her candidacy for the presidential election via YouTube video. The channel has long since been ennobled and should also be considered by Swiss politicians as a communication medium. Seriously. So far, Federal Councillor Hans-Rudolf Merz is represented on YouTube with his infectious Bündnerfleisch laugh, Doris Leuthard also with a laugh, Moritz Leuenberger raving in the TV studio ... In short: Our politicians make a ridiculous impression on YouTube. And now? After the election is before the election. Let's go!

Anne-Friederike Heinrich, Editor-in-Chief
[email protected]
 

In spring, Swiss gas barbecues wake up from hibernation. The perfect time for Socar Energy Switzerland to promote the gas offer at its filling stations. To this end, the agency developed several motifs to accompany customers on their customer journey at the filling station. The core of the message: If gas is missing, something is missing. In addition, it is communicated that all standard gas bottles from Swiss suppliers are taken back at Socar filling stations. In return, there is a Socar gas cylinder in elegant black or the lightweight composite gas cylinder with a readable fill level. There is also a competition with prizes from barbecue manufacturer Weber and Socar shopping vouchers.

Responsible at Socar Energy Switzerland: Nikola Vasarevic. Responsible for content&form: Serge Riedener (CD), Marcus Josty (AD), Fabian Zahner (text/concept), Nicolas Stark, (graphics), Dominik Stibal, Sylvia Pistrich, Michela Girola (consulting), Oliver Nanzig (photography).

 

The infant milks and bottle supplements from Bimbosan are popular classics in Switzerland. Since 1932, the family-run company in Welschenrohr (SO) has been ensuring that every generation thrives. In future, the company wants to increasingly look beyond the domestic porridge plate to international markets. To this end, the erdmannpeisker agency has created an image film that brings the world of Bimbosan to life in an appealing way. The new visual identity, which was also developed by erdmannpeisker two years ago and has contributed to double-digit percentage growth in sales, is used as the basis for this.

According to the press release, the image film was produced on a small budget, but has big goals. It is intended to make Bimbosan better known around the world and will initially be used in German, French, Italian, English, Arabic, Chinese and Korean.

Responsible at Bimbosan: Daniel Bärlocher, CEO. Responsible at Erdmannpeisker: Gabriel Peisker, CD; Daniela Müller (consulting); Felix Reidenbach (illustration); Crunch Motion Design, Daniel Kunz (animation).

The audience had not been able to form its own opinion sufficiently on the basis of the TV report. Important information was suppressed. In addition, the conclusions of the expert report, which was classified as "confidential," were reported in a "very striking and little differentiated manner," Casanova writes in his final report. In his complaint to the SRG ombudsman's office, a TV viewer had criticized that "Rundschau" had broadcast a "highly unqualified program on streetcar procurement" on the basis of a secret report. Quoting from a secret paper was "unacceptable in terms of media ethics and criminal law".

The Ombudsman does not share this opinion. In his opinion, "the public's interest in information is to be given greater weight than the authorities' interest in keeping the report secret". The "Rundschau" had fulfilled its role "as a guardian of democracy". The streetcar procurement is "a very important project for Zurich, involving investments of 280 to 350 million Swiss francs. The decision would have consequences for the next 40 years. In the report entitled "Tram procurement VBZ. Second Opinion", the "Rundschau" reports that the evaluation of the offers was "not sufficiently comprehensible" and that all four streetcar suppliers had not met the "must" criteria.
fulfilled".

However, according to the Ombudsman, the TV report omitted important information. For example, it was not mentioned that the confidential report repeatedly pointed out that a final assessment was not yet possible because the authors of the expertise had only been given limited access to the documents. Overall, Casanova judged the TV viewer's complaint to be "partially justified." He considers the publication of the confidential report as admissible, but the way in which this was done, he considers "too little precise". (SDA)

On the subject: "Rundschau" derailed in dream dispute? (Werbewoche.ch, 1.3.2015)

Mini Babybel is the little cheese snack made from 98 percent milk - packed in the unique wax wrapper that entices not only children to have fun. Even young cats, the most playful of all milk lovers, like to stick their noses into the little cheese, which is made almost entirely of milk. And they are happy to play the clown for it. The three special subjects are now in use as posters and advertisements.

Responsible at Bel Suisse: Barbara Frei (Marketing Director), Eva Steiner (Brand Group Manager). Responsible at Wunderman (Member of Y&R Group Switzerland): Markus Gut (CD), Sarah Paul (AD), Marion Lim (text), Raphael Grob (graphics), Stéphanie Bertschi (consulting). Media: APG.
 

At 988.5 million francs, sales fell slightly below one billion for the first time since 1999. Profits fell from 26.5 to 21.4 million francs, Ringier announced Wednesday. The reasons cited were the sale of the Czech business and the AIO Group, which includes concert promoter Good News.

Ringier had set itself the goal for 2014 of generating more than one-third of its revenues in the digital business - at 32.1 percent, the media company achieved the goal and increased its share by more than 6 percentage points compared to the previous year. To achieve this result, Ringier has also invested heavily in restructuring: a total of CHF 1.6 billion since 2007, two-thirds of which went into digital acquisitions. Today, for example, the media company owns the Autoscout24 car platform, the DeinDeal bargain portal, and the online store of the
pet retailer Qualipet.

Kodak and Kuoni as negative examples

Publisher Michael Ringier expressed confidence at the annual media conference in Zurich that his company will not only be one of the survivors in the new digital world in a few years, but one of the winners. Unlike Kodak, Kuoni or Brockhaus, for example, which missed the boat and were cited as negative examples by Ringier CEO Marc Walder. Nevertheless, the traditional media - the printed word and the printed image - are still the core business, said publisher Ringier. It will "do everything to remain a media company," he said. But no one knows what will happen to the newspapers in a few years. In response to a question from an NZZ journalist, Ringier said in a pessimistic tone that if print were to cease to exist, "the NZZ would still have a nice building, and we would still have a company. Ringier does not disclose detailed figures on the newspaper and magazine business. Only this much: Despite a challenging market environment, Ringier has succeeded in maintaining its leading market positions. In its first year with the new editor-in-chief René Lüchinger, Blick is still the most widely read paid newspaper in Switzerland. Sonntagsblick, under Editor-in-Chief Christine Maier, also maintained its top position. The paywall for the news portal Blick.ch is still on ice.

Weko decision expected in early fall

To strengthen its position in the Swiss media market, Ringier wants to merge its magazine business in Switzerland with the German media group Axel Springer. To this end, the joint venture Ringier Axel Springer Medien Schweiz AG is to be founded. However, this foundation must be approved by the Competition Commission. Marc Walder expects the green light in early fall. The designated head of the new company, Michael Voss, had left Ringier at the beginning of April with immediate effect. A successor has not yet been appointed. Ringier is now active in 15 countries. In addition to various countries in Eastern Europe, these include countries in Asia and Africa. In Africa, Ringier operates online portals in Nigeria, Kenya, Tanzania, Ghana and Senegal. (SDA)

New are:
 

• Lively homepage with changing industry news at a glance
• Agency finder to select the right agency (weighting of the criteria skills, industries, languages, radius of action according to relevance, for example agency with primary specialization in political campaigning and healthcare in the Zug area) under the heading "Members"
• Agency portraits with detailed information
• Responsive design for correct display on mobile devices
• Dynamic integration of the internal area into the public content
• Simple handling thanks to modern CMS (e.g. automatic appearance of dates for meetings, workshops, presentations, etc. in various relevant locations thanks to central administration)

The website was conceived and designed by BPRA member Creafactory. It was programmed by the web agency Ongoing.

 

The agency worked with the client, online media strategists and PR professionals to develop a multi-layered campaign with mobile and online banners at its heart, linking the target audience to iTunes via digital channels. The campaign's promise: If you look for your next job through Yooture, you're sure to have a more exciting future (Fyooture) ahead of you. The app differs essentially in that it accesses existing Xing and Linkedin profiles and thus makes perfectly matching job suggestions to the user. The campaign can be seen in the digital world for about three weeks. The app is available via this link available for download free of charge.

Responsible at Yooture: Martin Scherrer, Claudio Lehmann, Dominik Bartholdi. Responsible for high voltage communication: Matthew Katumba (Creative Direction), Alexander Taiganidis (Creative Direction), Bettina Righetto (Consulting), Nathalie Funke (Art Direction), Leandro Disler (Graphics), Jonas Koutrios (Graphics).

Yvain Genevay won the "Swiss Press Photo" award for his series of images of a grieving Syrian refugee family. The Syrian refugee family Jneid is mourning the loss of their youngest child. Mother Suoha, 22, suffered a stillbirth after being returned to Italy by Swiss authorities. The father is making serious accusations against the officials, saying they did not take his wife's poor health seriously. The photographs had appeared in the French-speaking Swiss newspaper Le Matin Dimanche.

The winner in the print category was Carlo Siliniwho, in the Corriere del Ticino, had dealt with the psychological consequences for young people after disasters.

In the radio category, the Team of the SRF Regional Journal Graubünden the prize for a series. The radio producers portrayed seven government candidates in unusual roles and got to the heart of them with a wink.

In the online category Claudia Salzmann by Bernerzeitung.ch. The journalist made a one-month self-experiment in vegan nutrition.

Raphael Amrein from the SRF program "Schweiz aktuell" received the award in the TV category for his report on the total renovation of a property, which confronts the previous residents with existential problems.

Swiss Press Award

With the Swiss Press Awards Print, Online, Radio, Video and Photo, the Fondation Reinhardt von Graffenried honors media professionals who have made a special achievement in the fields of local journalism and press photography in Switzerland in 2014. For the first time, the Swiss Media Award for Local Journalism and the Swiss Press Photo award will be presented under the joint name Swiss Press Award. The total prize money amounts to 110'000 Swiss francs. Each of the five award winners was presented with the diamond for their outstanding work and the sum of 20'000 Swiss francs. The Swiss Press Photo category winners each received 2'000 Swiss francs.

The award ceremony took place in the presence of Federal Councillor Alain Berset at the Hotel Bellevue in Bern and can be viewed on April 15 from 5 p.m. as a live stream on Swisspressaward.ch can be followed.

All nominated entries are here viewable.

Polo Hofer closed the award ceremony with his Swiss Press Song 15, the "Schurni Blues":

A student from the old school, who usually knows the latest news
When he saw a screen in the news room, the muse had just kissed him.
But his boss said: "You have to go with the mainstream.
Our industry is in crisis, it's a mega dilemma!"

How should all this be profitable, that's the problem.
What do we do with the heat? What about the payment system?
There is question after question, who would win in this business?
Is it Facebook, is it Google, is it online or print?

There has been a media storm in the Cygnet editorial office
A shit storm on Twitter, a silicone situation
Üse Schurni seit: "Dä Hype, dä Skype, dä Häcker-Seich, das bruch i nie mehr!"
Isch use i d ds wältwyte net verreist, u me het ne nie mehr gseh.

 

The previous owner and managing director Prisca Brugger will remain active in the agency as a partner, member of the executive board and creative director, according to a statement. This expansion is the natural consequence of Gestalten's successful development in recent years. Under Prisca Brugger's leadership, the agency has gradually evolved from a small design studio into a team of 13 creative and consulting professionals, and today provides comprehensive services in cross-media communication and design, it adds.

Prepared for many things: Thomas Krebs and Prisca Brugger

Thomas Krebs' long career has taken him to various positions in well-known national and international agencies. His conclusion today: "Curiosity, a thirst for innovation, non-conformism and the desire to break new ground are essential for me." And he immediately illustrates this with an analogy: "Anyone who claims to know what's hiding behind the next tree in the "communications jungle" has a very big mouth. Today, change is the only constant. We are prepared for many things and are well equipped to guide our customers successfully through any thicket."

Gestalten develops and realizes overall concepts and individual projects in digital and analog communication. In doing so, the Zurich creatives place particular emphasis on substantial ideas, which are needed for communication and design to maintain their value in an inflationary and revolutionary environment. And the fact that the name Gestalten is not an empty phrase but a real program is also shown by the results: Communication experiences on a high level in terms of form, content and media. For example, for IKEA, the Institute for Applied Psychology at the ZHAW, Feller, the ZKB, the Kunsthaus Zürich, Swiss Paraplegic Research, Elektro Material, the Psychiatric University Hospital and numerous other clients.

For many years Gestalten has been the lead agency for Ikea Family Switzerland

Creation for the greats of this world: the Kunsthaus Zürich has been an inspiring client of the agency since 2003.

 

Dove campaigns regularly appear on global advertising stages and almost always cause a stir. For example here, here or here. Unilever's body care line has clearly positioned itself for years: It fights for inner beauty, self-confidence, against complexes, against Photoshop, against unrealistic, imposed ideals of the fashion and cosmetics industry and and and and. For the good, against the bad. It works quite well, Dove's campaigns usually win hearts. And that's fine. Even if the likeable skincare multinational doesn't build women up to make the world a better place, but to sell products to precisely these women.

The current campaign takes up the tried and tested theme: Women don't feel beautiful, but they should, because they are. In San Francisco, Sao Paulo, Shanghai, London and Delhi, signs reading "Beautiful" and "Average" were placed in busy passageways. Unsurprisingly, most people chose "Average". Some were persuaded by their companions to take the beautiful passageway, one of the Actresses The first woman who happened to be passing by also chose the left-hand door on her exceptionally good day.

A great idea that people are once again really enjoying. 5.5 million YouTube clicks in just one week - an impressive figure. However, as is so often the case with emotional stories of this kind, one wonders why most of the protagonists seem scripted. Perhaps because they are scripted. Reality would be so exciting. But million-dollar hits are probably easier to realize if you give them a bit of a boost. (hae)