Piatti, WSA and Rahn go for pink
Author: admin
Last but not least: a little polemic
Today, the editorial office received a letter from a reader who isn’t very impressed with the creativity of advertising in Switzerland. Since the advertising industry awards itself various prizes every year, a little criticism now and then is in order:
It was a long time ago when artists used to make their lithographs for the lid of a new tobacco tin in their studios, stroke by stroke with a metal pen.
Oh, here he comes again with these nostalgic fits, you will probably think, dear reader. But as soon as you have to listen to the growling and grumbling about the S3 being 2 minutes late, listen to my polemic:
In view of the bombardment of purchase requests, which - it seems - only become more intrusive and lose integrity every year, only to be stowed away in a dusty corner of our brains as image noise or even just noise, we have to ask ourselves why people do not evade this attack, or at least try to.
Watch TV and you soon discover that you are actually watching advertising. Swiss television should of course be defended, but the basic trend is criticized. Another achievement of modern advertising research, with its arsenal of Freudians, annoying telephone operators and neuroscientists, is that the retention of an advertisement is proportional to its degree of idiocy - something that the authors of the new generation of television are apparently also taking advantage of.
Now get to the point, I hear you murmur. I'd love to...
It cannot be in the interest of a healthy mind to be ritually shouted at by a plastic box or a 2x2m poster about what you have to buy in order to be a decent member of our society. Whether you convince yourself that you are immune to surreptitious advertising or deliberately place your head under a waterfall of information because you simply want to "switch off", both are silent capitulation. But to what or to whom?
I don't know for sure myself, but I am firmly convinced that a change of course is needed in advertising. I'm not saying that you should sit in front of the printing block again, but you should take it as an example, because I haven't had any advertising hanging in my room for a long time. (Letter to the editor from Luca S.)
Teaser image: Keystone
APG|SGA: Basel's favorite poster chosen
The APG|SGA exhibition «Swiss Posters of the Year 2012» in Basel has come to a close amid great public interest. Visitors’ favorite regional poster was the 2012/13 season poster for the Kaserne Basel cultural center.
The posters on display in the courtyard of the Kunsthalle restaurant in Basel, including 16 works that won the Swiss Poster Award, were regularly visited. The public used the Shortcut app and the Internet to vote for their favorite regional poster. This was reported by APG|SGA in a press release on Tuesday.
The clear winner of this competition is the 2012/13 season poster for the Kaserne Basel, which features a "rocket popsicle".
Second place went to the "Ferdinand Hodler" poster from the Fondation Beyeler and third place went to Basel Zoo with its orangutan motif.
There was also something to be won for those who took part in the shortcut and online voting: the iPad mini went to Sabine Lauber from Basel. She chose the winning poster of the Kaserne Basel as her favorite.
Next stage
The next stop on the Swiss tour of "Posters of the Year 2012" is Lucerne. The exhibition will open on May 16, 2013. In addition to the award-winning Swiss posters, regional works from Lucerne will also be on display until May 23, 2013, which will once again be available for voting via the Shortcut app and on the Internet.
Heads promotes "Züri like new
«Fix My Street» is the name of the initiative that ensures residents in cities such as Montreal, Toronto, Manchester, and Dublin can quickly report road defects to municipal authorities. This initiative has now also been introduced in Zurich as part of the eZürich program.
Except that for beautiful Zurich, "If it ain't broke, don't fix it." That's why Heads has found a more appropriate name for the initiative: "Züri like new". And with a poster campaign, the agency wants to draw attention to the new offer. That even the almost perfect city can still improve, show according to the communication the suggestions of the population: 92 messages in the first weeks.
The initiative is being coordinated as a pilot project for one year by the city's Geomatics + Surveying service department.
Responsible at City of Zurich - Geomatics + Surveying: Christian Gees (City of Zurich), Lukas Handschin (Grün Stadt Zürich). Responsible at Heads Corporate Communication BSW: Marco Simonetti (Creative Director), Pablo Burkhalter (Graphics), Ralph Hermann, Nadia Francioso (Consulting).
Wapico: Swiss rapeseed oil swings and fishes
In 2013, the Swiss Rapeseed Oil Commission is continuing its "Swiss rapeseed oil - the power flower" campaign, which has already been running for six years. As every year, the two new motifs will celebrate their premiere in spring, when the rapeseed is in golden yellow bloom in the fields.
The billboards feature two wrestlers and a fisherman. According to the agency, the wrestlers stand for origin and strength, the fishermen as a link to the omega-3 content in unusual surroundings. The posters will be continued in advertisements and other advertising material until fall 2013. KSR has further campaigns planned with the swingers.
Responsible at the Swiss Rapeseed Oil Commission: Stephan Scheuner (Managing Director), Anja Ledergerber ( Marketing & Communication). Responsible at Wapico: Olaf Pilleri (consulting & text), René Walker (CD), Lucien Cosandey (graphics), Jonas Steiger (consulting). Photography: Caspar Martig.
Marti turns escalators into catwalks
Marti has designed new posters for Shopping Seen. They can be seen around and in Winterthur.
In order to turn escalators into catwalks, the charming coziness of the manageable neighborhood center is needed, according to the agency. For example, that of the Shopping Lakes. Marti dramatizes this differentiating feature of the friendly neighborhood center in contrast to the anonymous large center in the new poster campaign.
Responsible at Marti Communications: Thomas Krebs and Anita Kittel (consulting), Sarah Massaoudi, Stefan Beck (creation). Photo: Photosolar.
Last but not least: I'm separating... but what?
The Nebelspalter has "recycled" Prime's Swiss recycling campaign. For example, instead of separating PET bottles from aluminum cans, Christoph Mörgeli is now separating himself from his academic reputation.
The campaign was originally aimed at raising awareness of correct separation and disposal (Werbewoche.ch reported). While some celebrities separate recycling waste, others separate the schnapps from the bottle around it or North Africans from other asylum seekers:
Advertisers launch children's book
Ludek Martschini (illustrations) and Andreas Troxler (text), both of whom run their own advertising agencies in Lucerne, have created this «different» children’s book. The first printing consists of 400 copies.
The book was financed through crowdfunding and supporters, who supported their project with 50 francs each. It is a humorous story, lovingly illustrated and full of wisdom, they said in a press release. The main character of the story is a clumsy Hornoch. He leaves home when he accidentally knocks over a bucket of water. There is a shortage of water in the village. So his mishap is all the worse. Not his first. After another incident, he decides not to be a burden to anyone and leaves home. In the nearby forest, he encounters the cheeky little badger, who sets a trap for him. They become friends and set out to solve the mysterious riddle of the great drought in the village.
The children's book costs 30 francs and is available directly from Andreas Troxler.
Eastern Switzerland PR network PROL confirms board of directors
The Eastern Switzerland network of PR professionals PROL held its 38th General Assembly on April 16. The seven-member Executive Board was confirmed in office for a further three years.
This year's General Assembly of the Public Relations Society of Eastern Switzerland/Liechtenstein in mid-April was well attended, according to PROL President Anita Schweizer in a press release on Monday. The attendees approved all of the Board's proposals. Stefan Kern was dismissed from the Executive Board.
The six other Board members and President Anita Schweizer stood for election for the new term of office. The AGM confirmed the Board of Directors.
AZ Medien Culture Prize goes to Massimo Rocchi
The 2013 AZ Medien Culture Prize goes to cabaret artist, actor, and director Massimo Rocchi. The award, which comes with a prize of 25,000 francs, honors Rocchi as a keen observer of the spirit of the times and a warm-hearted, sharp-tongued chronicler of everyday life.
Born in Cesena in 1957, Massimo Rocchi has lived in Switzerland for thirty years and in Basel for ten. With "äuä" in 1994, he played his way into the hearts of the Swiss and held up a precise mirror to them. In "Circo Massimo" in 2005, the "Svitaliano" took aim at Europe - almost prophetically - and from 2009 in "RocCHipedia" he explained their own country to the Swiss, according to a statement from AZ Medien. The award honors Massimo Rocchi not only as a cabaret artist and stage performer, but also as a director. The way he brought Joseph Haydn's opera "Lo speziale" to the Basel stage with a light touch, attention to detail and witty commentary not only delighted the audience, but also convinced the jury of the AZ Medien Culture Prize (Sabine Altorfer Chair, Christian Berzins, Christian Dorer, Ludwig Hasler, Peer Teuwsen and Maja Wanner): "A theater person has found a new place to work".
Massimo Rocchi is the 15th Culture Prize winner. The award will be presented to him at a ceremony at the beginning of September. The AZ Medien Culture Prize has already been awarded to Scuola Teatro Dimitri, Tanzcompagnie Flamenco en route, Egon Ammen, Hugo Suter, Franz Hohler, Ruedi Häusermann, Sonja and Roger Kaysel, Klaus Merz, Samir, Sol Gabetta, Beat Zoderer, Max Lässer, Andreas Fleck (Werbewoche.ch reported) and Pedro Lenz (Werbewoche.ch reported).
Nugg.ad founds research unit
The agency Nugg.ad has established an independent research unit called «Audience & Research.» Its purpose is to provide answers to questions related to online marketing.
The new research unit will provide well-founded reports, insights and studies, the agency said in a press release on Monday. The unit will also provide valid performance measurements on the efficiency of online campaigns.
The new unit will be headed by Anna Cremers, who has already been in charge of Nugg.ad's statistics department as Director Statistics & Insights for several years. According to the agency, the unit offers the advertising market comprehensive campaign evaluations and consulting as well as targeted strategy solutions for advertising projects. In combination with the existing Nugg.ad know-how, media decision-makers at advertisers and agencies would receive comprehensive reports and insights in order to obtain precise statements and correlations about the efficiency of their campaigns or the composition of their target groups. Additional results can also be expected from cooperation with other research institutions and universities.
To mark the launch, the "Audience & Research" unit is publishing a study on the surfing behavior of Germans. "How the Internet surfs" shows the affinities and habits of the German online population. The study is now available on the unit website for Download ready
ZHDK is looking for young designers
From July 15 to 19, the Design Department at the Zurich University of the Arts (ZHDK) will be opening its doors to young people for the ninth consecutive year: The Junior Design Program offers 12- to 16-year-olds a glimpse into the design processes and techniques taught at ZHDK.
A total of 112 participants will be able to attend design workshops again this year. Seven topic-specific workshops and lectures will be offered. An overview of the various workshops is available on the website Junior.zhdk.ch visible. Registration will take place online until May 13, 2013. There are 16 places available per workshop.
This year, modern developments such as digital handmade or eFashion will be examined more closely and logos, games and T-shirts will be designed. With a little courage, the young people can even immerse themselves in the world of 1001 stop motion stories or in that of the Île de Sable and discover whether voracious sea snakes and cannibals actually live there. At the end of the design week, the works will be shown on July 19 from 6 to 8 p.m. in the lecture hall of the ZHDK, Ausstellungsstrasse 60 in Zurich. The event is open to media representatives and interested parties.
