The memories of last year's young talent competition in Cannes are excellent: For the first time, a Swiss two-person team took gold in 2015. Dominique Magnusson and Kevin Zysset, winners of the ADC Young Creatives Awards 2014, sensationally won gold in the "Cyber" category at the Young Lions in Cannes (Werbewoche.ch reported).

This year, ADC Switzerland is once again sending three creative teams of two to Cannes to compete for gold in three of the seven categories: Christian Frei and Oscar Jacobson (Film), Sandy Pfuhl and Edoardo Moruzzi (Cyber), and Emilie Oltramare and Michel Kissling (Print). They qualified by winning the ADC Young Creative Award (Werbewoche.ch reported). In the Young Lions competition, teams have 24 hours to implement an NGO's brief. The works are then evaluated by the jury of the corresponding Cannes Lions category and awarded prizes at the respective awards show.

Werbewoche introduces this year's teams, crosses all available fingers - and of course reports on any successes. (hae)

We are ...
... Christian Frei, 21, Junior Art Director at W4 Marketing, and Oscar Jacobson, also 21, Junior Art Director at Transformer.
"We were able to gain experience of various kinds in small agencies, which now comes out in our teamwork. We share a great passion for illustration, which we also pursue together."

It is important to us that ...
... we don't stop at one point. It's easy to stick with what we're used to, but new challenges bring the necessary variety and help us to develop further.

Our goal is ...
... to give 100 percent in Cannes and to implement our findings from the boot camp at the competition. That's the only way we'll be able to hold our own against the enormous competition.

Werbewoche: What is creativity for you?
Transforming the existing into something new and surprising through different perspectives and combinations. Bringing new approaches into play. Recognizing patterns where for others there is nothing. Our childlike creativity is decreasing more and more because it is suppressed rather than encouraged in our current school system. Yet it is precisely this way of thinking that is essential for creative people: Children are not restricted by norms and expectations, they freely try out new things without restraint and full of curiosity.

Where do you see film and virtual reality in two years?
In two years, VR will be marketable, and this could prove to be as groundbreaking as the advent of the Internet. Film has always been about immersion. Forgetting the world around you. What could be more immersive than virtual reality? While interactive 360° movies are an exciting development, VR seems much more significant at second glance in other areas. Be it as danger-free training for tricky situations, or for overcoming a fear of heights.

We are ...
" ... two from the creation. Art, not text."
Sandy Pfuhl, 28, and Edoardo Moruzzi, 27, both currently Junior Art Directors at Publicis Communications Switzerland.

It is important to us that ...
... we have fun doing what we do. You can only reach people if you create something that convinces you.

Our goal is ...
... to give our best in Cannes. Last year, a good showing was made. Hats off! If we do anywhere near as well, we'll celebrate in a big way.

Werbewoche: What is creativity for you?
The ability to combine things in such a way that something new is created. Things that are ubiquitous will not catch anyone's eye. So it's a matter of finding an unexpected way. We are not artists who want to realize ourselves. In an agency, we have to come up with a solution that takes into account the client, budget, timing and creativity. When thinking up ideas, however, we always keep in mind: exceptions are usually better than the rule.

Where do you see film and virtual reality in two years?
The two topics will probably merge more and more in the long run. After Oculus' first steps, the next ones won't be forever in coming. We'll see. For us, in any case, it will be a big challenge from a professional point of view to use this for advertising. So far, the whole thing is a nice gimmick that serves purely for entertainment. It still lacks the benefit to make it interesting for the masses in terms of advertising.

What is possible with cyber that no other category can?
Cyber opens up a huge spectrum of possibilities for reaching your customers. Whether via an app, a website, social media or augmented reality solutions. A lot is possible through the combination of technology and creativity, which makes it all the more exciting for us. Even small ideas can have a big impact here, and thanks to social media, not only does the brand speak to the customer, but a dialog is created that in many cases is worth more than any billboard.

We are ...
... Michel Kissling, 23, Junior Art Director at TBWA\Zurich and Emilie Oltramare, also 23, Junior Art Director part-time at Mao Communication and Freelance.
"Although we are both from the canton of Neuchâtel, our paths first crossed during our studies in Geneva. This very quickly turned into a close friendship and a very productive working relationship."

It is important to us that ...
... we get up every day with a smile and have fun with our work. But above all: always coming up with new ideas and creations. After all, that's the beauty of this profession.

Our goal is ...
In the short term, we would be overjoyed to bring back an award from Cannes. Of course, we will also be inspired by the creative energy of the festival and be enriched by this unique experience. In any case, we will come back full of vigor and continue to promote well.

Werbewoche: What is creativity for you?
Creativity is a wonderful tool. It allows us to solve the most diverse problems - no matter in which area. But for us, creativity also means creating fresh ideas that move the world. Successful campaigns have proven time and again that this is possible with advertising.

What do you think of interactive posters - can the possibilities be further exploited in the coming years?
We see interactive posters as a promising creative opportunity. Even if the poster is one of the oldest advertising media in the world, that doesn't mean it has to be old-fashioned! Interactive posters add a whole new dimension to the medium, allowing the audience to actively interact with the advertising medium - for example, via social media or very directly via a live stream.

Interviews: Ursina Maurer

This was the decision of the Federal Supreme Court, which upheld an appeal by Kessler and the VgT. In the aforementioned ruling of June 26, 2014, the Federal Supreme Court had to decide whether the content of an article on the website of the Verein gegen Tierfabriken Schweiz (VgT) violates the personality of Daniel Vasella. In the text, animal experiments were described as mass crimes committed by "Vasella and consorts". The discussion among the five Lausanne judges centered on how the average reader understands the term "mass crimes against animals." A majority of the judges found that a reader would not think of genocide when reading it. He would be in a position to recognize that the VgT and its president Erwin Kessler would understand the term mass crime in a moral-ethical sense.

In a barely three-minute report in the news program "Regionaljournal Ostschweiz", the Federal Court correspondent was interviewed by Radio SRF about the consultation. He had attended these. In justification of the verdict, the journalist stated, among other things, that the majority of the judges had taken neither Erwin Kessler nor his statements seriously. According to the judgment of the Federal Supreme Court published on Monday, the emphasis and repetition of this statement gave the listener a false impression. The impression was created that the non-acceptance led to the negation of the violation of personality. The Lausanne judges wrote in their current ruling that there was a lack of information that the average reader would not relate "mass crimes" in connection with "experimental animals" to a mass crime against humans or genocide - which was the justification for the violation of personality. The ruling of the Independent Appeals Authority for Radio and Television of December 12, 2014, is thus overturned. (SDA)

All Swiss award winners of the first day here.

An auspicious start to the 2016 "Advertising Olympics": FCB Zurich, a Swiss agency, has secured six shortlist places in three main categories. Unsurprisingly, Jung von Matt/Limmat's "The Great Escape" campaign, which has already won several awards - including international ones -, Wirz's Ikea catalog literature review and Publicis' equal pay campaign for the Frauenzentrale Zürich are also on the shortlist. Advico Y&R also made the shortlist with the "Bärenschiss" campaign for Helly Hansen Workwear Center.

The Swiss agencies in the Creative Effectiveness, Design, Product Design and Digital Craft categories have no hope of winning a Lion. (hae)

Swiss shortlist places 2016

Reka is the Swiss provider of family vacations. In Switzerland as well as in surrounding countries, the organization offers around 1.3 million overnight stays. To ensure that the facilities and vacation apartments are not only visited in the high season, Stämpfli Kommunikation developed a dialog marketing campaign with the aim of supporting bookings in the low season. Two secondary target groups were addressed: Families with children not of school age and couples whose children have already reached the age of 18. Both the company's own contacts and purchased addresses matching the profile were approached.

The target groups were contacted via print mailing including reminder e-mails, with the content tailored to the two target groups in terms of subject, headline and offers. To increase the attractiveness of the offer, recipients could benefit from a price reduction on a booking via a promotion code and take part in a competition. Once on the personalized landing page, it offered various dialog options: Interested parties could find detailed information about the offers, take part in the competition including the possibility of recommendation, register for the newsletter and order the Reka catalog.

With a response rate of up to 2.5 percent, around half of all recipients who responded to the mailing took part in the competition. This led to the acquisition of new contacts. According to Reka, this is a pleasing result, especially as significantly more bookings were recorded thanks to the campaign than in the previous year.

It is SRF's best average so far this year, and the best average for a sports broadcast since the new ratings panel was introduced in 2013. The match recorded a market share of 64.8 percent. By comparison, the Swiss national team's round of 16 match against Argentina at the World Cup in Brazil on July 01, 2014, had 1'506'000 viewers on average.

SRF (high on the Swiss games)

The majority of the Swiss audience is watching the games on SRF, as the figures show. ZDF reached an average of 199'000 viewers and 8.2 percent market share with a maximum of 257'000 viewers. ORF eins reached an average of 3,000 viewers and 0.1 percent market share with a maximum figure of 10'000. Nine out of ten viewers watched the match between Switzerland and France on SRF.

The top 5 of the previous encounters:
 

Like most people in the West, Czechs eat far too much sugar. In figures: Three times more than the WHO recommends. But it's not actually sweets that are the problem, it's all the rest. According to the WHO, two thirds of the average annual 3sat.com industrially processed in beverages, baked goods, spreads and dairy products. To draw attention to the hidden sugar bombs, McCann mobilized unusual helpers for the organic grocery chain Náš Grunt: Bees. These bees can apparently turn anything containing at least 15 percent sugar into honey. Whether it's salad dressing, hamburgers or instant soup.

One can only hope that the bees have survived the junk food diet well. After all, they are among the most important inhabitants of the earth and actually have other tasks to perform than explaining their awkward eating habits to humans. (hae)
 

On behalf of the pharmaceutical company Boehringer Ingelheim, McCann Worldgroup has developed a digital poster that reacts to sounds. It first responds to coughs and sneezes within a radius of five meters with a friendly "Gesundheit" (good health). It then gives tips on how the person sneezing can prevent a nasty cold.

McCann has already tested the "Cold Detector" during the cold winter months. However, the video is only now making the rounds, shortly before the festival in Cannes, where the "Cold Detector" will also be presented. However, the theme is still perfectly suited to this year's June weather. (sis) 

"The increasing complexity of our tasks requires a broad spread of competencies, also and especially at the top. René and Stefan complement us perfectly here," says Roman Hirsbrunner, CEO of Jung von Matt/Limmat.

René Schwarz can draw on many years of project and management experience on the agency side. After holding various management positions at Maxomedia (Head of Consulting & Partners, Head of Strategy & Conception), the 38-year-old was most recently Senior Principal Consultant at Namics. He is a proven innovation driver and combines digital expertise with a high standard of effective communication.

René Schwarz holds a master's degree in media and communications management from the University of St. Gallen. Stefan Naef brings over 12 years of strategy experience on the agency side. After joining Lowe Switzerland in 2004, he held positions at FCB in Zurich and Hamburg as well as Jung von Matt in Hamburg. In 2014, he returned to Switzerland and started at Jung von Matt/Limmat as Planning Director. In his career, the 39-year-old strategy expert has looked after successful brands such as Mercedes-Benz and Zalando internationally. Stefan Naef holds a master's degree in business administration from the University of Zurich.

The Jung von Matt/Limmat management team is thus as follows: Roman Hirsbrunner (CEO), Dennis Lück (Creation), Cyrill Hauser (PR), Matthias Städeli (Consulting), René Schwarz (Digital) and Stefan Naef (Strategy).

The basis of the collaboration between the agency and Adidas Switzerland was the upcoming UEFA Europa League Final in Basel. The goal was to appeal to the so-called creator, the 17-year-old urban digital native. It was important for Adidas to create an active community building with social engagement.

Quality before quantity - that's how Friendly Greetings convinced those responsible at adidas Switzerland. The approach: to create small and exclusive events in which only a handful of creators participate. These invitation-only events were to take place at unusual locations and create an exclusive experience.

With the industrial harbor in Basel, the ideal setting was found for the "creating the new" approach and the location was transformed into a 5vs5 tournament playing field for two days. A handful of talented players were invited via social media for the exclusive kickabout event. The local community shared their impressions via Facebook and Instagram. The Facebook community grew to over 1000 group members within 14 days. Further events are planned.

Responsible at Adidas: Marius Kienzler (Sports Marketing Manager Football), Doris Bucher (Project Lead UEL Activation Act.3). Responsible for concept: Kind regards. Responsible for Resarch & Concept: David Haisch.

The current model is that of the national provider, supplemented by regional offerings. The advantage of this variant is continuity, the assurance of high quality standards throughout Switzerland and an equivalent offering for all language regions, the Federal Council wrote on Friday. Only by concentrating resources on a national broadcaster would it be possible to survive in international competition.

Prior to this, the Federal Council discussed various alternatives:

1. one provider per language region

If there were to be one public service broadcaster per language region, competition between the regional language offerings could increase. However, these would have to be obliged to report on a cross-regional basis. However, the question arises as to whether three independent companies would make economic sense. The Federal Council also wonders whether the journalistic offerings would still contribute sufficiently to national identity.

2. several organizers per language region

The Federal Council has also examined the model of several language-regional public service mandates with narrow content restrictions. This would result in more intense competition. The public service would thus be reduced to essential services in the areas of information, culture and education.

This variant would change the commercial conditions of private media
and costs could be saved thanks to the narrow definition of the public service. However, the report states that such a dispersed and limited public service offering would hardly be able to compete with foreign offerings. Cross-regional reporting would also be eliminated and with it the national bracketing function.

3. dual model

The model of a dual broadcasting system would combine an exclusively fee-financed and advertising-free public service with purely advertising-financed private stations. According to the Federal Council, the advantage would be clear differentiation.

However, the introduction of a purely dual model would result in a considerable reduction in income for SRG, which would have to be compensated for by higher fees because advertising revenue would be lost. According to experts, part of the advertising revenue would also flow abroad. The TV advertising market would also become less important.

4. a public content provider

As an alternative, the Federal Council also examined the establishment of a public content provider without its own distribution channels, as proposed by the Avenir Suisse think tank: The provider would produce content in all four national languages and make it available free of charge. It would be financed by fees.

However, with this model, there is a risk that content will not be broadcast at all. It would also remain unclear how the cost-intensive and advertising-relevant transmission of live sporting events or cultural, educational and background programs in the area of political information could be ensured.

BR's conclusion: current model is best

The Federal Council therefore concludes that the current model is best able to meet the requirements. The strength of the current system lies, on the one hand, in its breadth and, on the other, in the concentration of financial resources on one large provider, which guarantees that the content is noticed by the public and that the funds are used efficiently.

Reactions to the report

Opinions on the Federal Council's public service report differ. While some see it as a good basis for upcoming discussions, others had hoped for more reform proposals.

Critical voices

The report has been described as disappointing, sobering and incomplete by those organizations and parties that had expected the Federal Council to come up with fundamentally new ideas on the future of the Swiss media landscape. It lacks proposals on "how to create a public service capable of winning a majority under the conditions of digitalization and convergence.

The FDP also criticizes the Federal Council's "lack of a strategy for the future". "Simply sticking to the existing model of the public media service will not help the Swiss media landscape move forward, but rather pose greater difficulties," the party writes in a statement. The SVP is sounding the same note. The Federal Council has failed to recognize the signs of the times.

Some critics are also disappointed by the lack of proposals to reduce expenditure and increase competition. The SVP writes: "More competition would not only be possible, but also urgently needed, particularly in the entertainment sector, but also in sports offerings." The Swiss Trade Association (SGV), which narrowly lost the vote on the Radio and Television Act a year ago, is calling for a broad public debate on the content and scope of SRG's public service. The Federal Council has shown no willingness to "even begin to discuss a reduction in the scope of services and budget options."

The supporters

The SP and CVP are fundamentally positive about the Federal Council's report. The two parties believe that the paper offers a good basis for a well-founded and constructive discussion on the public service. And this is particularly important in a direct democracy so that voters can form their own opinion. The SRG must therefore make more room for programs that promote the formation of public opinion, writes the CVP. (sis/SDA)

For more than twelve years, the "Top-Blitz" has been on the rails of eastern Switzerland in the eye-catching yellow and black. The eye-catching color scheme will remain in the future. However, the layout has been completely revised and has been applied to the train in the last few days, as announced in a press release on Friday. Thus, the long-standing partnership between Thurbo and the top media will continue.

The Thurbo train is the ideal advertising medium for the top media, as Thurbo's route network largely coincides with the core area of Radio Top, Tele Top and Top Online, the statement continues. Among others, Thurbo uses the "Top-Blitz" on the routes Winterthur-Schaffhausen (S33), Schaffhausen-Romanshorn-St.Gallen (S8, "Seelinie"), Weinfelden-Bischofszell-St.Gallen (S5) and Wil SG-St.Gallen (S1).