"Only an ad can do that": 12 young advertiser ideas selected
For its genre-based marketing campaign, the Swiss Press Association sought—and found—fresh approaches through a contest.
Swiss press under the slogan "Only an advertisement can do that" for the
Uniqueness of advertisements. Every year, around a dozen
advertising agencies and presented themselves with product advantages for advertisements.
their subjects to a public competition. For the coming year, the
Association on fresh forces: With the "Young Creative" competition, the
not established agencies, but young recruiters (up to 1977)
to implement the slogan in a new way.
39 Single and
Teams of two accepted the challenge and submitted 78 proposals.
one. "Far more than you would expect from a competition held for the first time.
can expect," says the Swiss press in a press release.
A pleasing number of ideas radiate that freshness and
The kind of recklessness that is reserved for hungry young creatives. The
A jury of eight top creatives selected 12 ideas almost unanimously:
"TV director wanted" by Nils Hodel, "Response and Sampling"
and "Only one advertisement can be taken to each destination" by
Corinne Bresch, "Only an advertisement stays with the consumer for a long time.
Contact" by Sylvie Lüscher and Sabina Meyer, "An advertisement has as
The only advertising medium is a freely selectable format" by Isabelle Hauser and
Matthias Günter, "Advertisements give their customers the time they
need" by Anne Tüscher, "Only one advertisement also comes on 56 x 30 mm
still big" by Alexander Jungo and Claudio Parente, "An advertisement
is read in moments of pleasure" and "An advertisement was, is and will be
remains a modern means of communication" by Reto Oetterli and
Alischer Makarow, "...your lifelong companion" by Yvonne Weber and
Rim Sabo, "Only an advertisement can entertain for hours - Golf Club" by
Stefanija Tuskanovic and Sabrina Böni and "Advertisements bring dreams
closer" by Achim Kaufmann and Alain Szerdahelyi.
The winning teams
are commissioned to realize their advertisement and receive a fee for this
of 5000 francs each. The 12 advertisements will appear from February to
September 2006 in over 100 newspapers and magazines in Germany and abroad.
Switzerland and on the Internet.
At the end of March, the ads will be evaluated again by the same jury -
This time also under the aspect of "quality of implementation". The creators
of the two best works may take part in the "Best YET" competition (Young
European Team) from May 11 to 13, 2006 in Berlin.
Swiss readers can view the winning advertisements from the
Young Creative competition from October to November 2006. The
The audience award for the winning team will be presented on January 9, 2007, to
the Epiphany Conference of the Swiss Press Association.
