Big Mac is the big Winner at the ADC Awards 2019

The Creative Week once again featured top-class speakers: Dörte Spengler-Ahrens, Christian Behrendt from Google, Tom Hidvegi from Coca-Cola, fashion designer Henrik Vibskov, creative evangelist Marie Reig Florensa and the Swiss musicians Steff la Cheffe, Stereo Luchs and Phenomden delighted the many students as well as the professional audience. The week kicked off with a special screening of Hermann Vaske's "Why are you creative?" at the Toni cinema. The program also included a panel discussion with leading women in creative professions: actress Tonia Maria Zindel, advertiser Regula Bührer Fecker, slam poet Patti Basler and Carola Wahl spoke on the topic of "More Risk, More Fun".

The annual judging of the Art Directors Club Switzerland, the Swiss championship of creative communication, took place over two days at the same time. Under the direction of ADC Switzerland President Frank Bodin, a total of 128 jurors discussed and evaluated 518 submissions in 18 categories. 91 submissions made it onto the shortlist. Of these, 38 were awarded a bronze cube. Silver and gold were then decided on the second day by 27 jurors, including guest of honor Christa Rigozzi: In the end, 9 submissions were awarded a silver cube and 8 submissions were awarded the coveted gold cube, the hardest Swiss creative currency.

The "50 Years of Big Mac" campaign by McDonald's Suisse Restaurants Sàrl from the TBWA\Zurich agency was awarded four gold cubes. The work, consisting of an amazingly simple idea that was brilliantly implemented in 50 motifs, was so appealing to the ADC jury that it won gold in the categories of posters, illustration, art direction and campaigns, making it this year's big winner.

Jung von Matt/Limmat is delighted to receive two Gold Cubes. The learning app "A Touch of History", developed on behalf of the client Samsung, is an incentive for children to engage with history. The app also impressed the ADC jurors in the Digital category. The idea "War Sirens" for the client Amnesty International was also awarded gold in the Creative Media category. During the siren test, bomb blasts in Yemen were played on the radio - an impressive way of bringing the reality of a war zone closer.

Swiss Life, another major Swiss client, won gold in the advertising category with the work "Customer for 100 years" by the Ruf Lanz agency. In honor of its oldest customer, Swiss Life had the NZZ published with the front page from the day of its birth, June 7, 1917. Not only a wonderful idea, but also the best proof that excellent newspaper advertising can still attract a lot of attention.

Pro Infirmis and its agency Thjnk Zurich also won gold in the film category. This touching spot with the central idea "Everyone is equal. No one is more equal." brings life with disabilities closer to us in a wonderfully relaxed way.

The importance of creativity in the digital society is an ongoing topic. On the one hand, there is the fascination with new technological achievements such as programmatic advertising, performance marketing, big data, artificial intelligence and so on. On the other hand, more and more clients are realizing that it can be fatal for their marketing communication if they forget to discuss the content and quality of communication due to the digital transformation. Frank Bodin comments: "Numerous gold and silver campaigns are examples of how content can be communicated more effectively and efficiently in digital media thanks to creativity. I can only recommend that everyone in our industry - agencies, clients and young creative talent - take a close look at these cases."

ADC Switzerland improves advertising and thus the return on investment for clients not only by discussing and evaluating campaigns. These include the Ad School - an extra-occupational CAS for creatives and strategists -, the Young ADC for the best talents and, in particular, the cooperation with the Zurich University of the Arts. In this context, the gold jury also had to evaluate the submissions from students. The jury members were delighted: four student projects and diploma theses were nominated. The "Student of the Year" award ultimately went to Adrian Graf for his extremely innovative work "A Guide To The Apocalypse".