There is always an authority behind it

McCann-Erickson exports Swiss advertising all over the world with ITUWhether you are sending a text message, receiving an e-mail or helping your child to steer the remote-controlled car - the International Telecommunication Union (ITU) in Geneva makes it all possible: the United Nations organization standardizes, regulates and promotes technological infrastructures worldwide from its base in Geneva. Despite its importance as an interface between private companies and public authorities and its activities in the complex communications business, the organization is hardly known. A dismal image when you consider the rapidly growing importance of telecommunications since May 24, 1844, when Samuel Morse sent his first message via telegraph.
Following an internal restructuring, the ITU managers wanted to create a communications presence that would have an impact both externally and internally. McCann-Erickson, Geneva, won the account in a pitch. The international creative team led by CD Timo Kirez solved the main communication tasks with the claim: "Helping the world communicate." In particular, the aim was to raise awareness beyond specialist circles and focus on the original mission. Kirez is aware that the TV commercial and advertisements realized by Blood Sweat & Tears do not set new standards in terms of creativity per se. "But we are all the more proud that a visually powerful Swiss campaign is finally being used globally once again," he says. And Kirez is not entirely wrong about that. Luca Aloisi