The biggest haul

This year, campaigns from Switzerland rarely made it further than the shortlist or finalist round at international advertising festivals, and contrary to the general trend, local agencies even sent six percent more work to the Advertising Olympics in Cannes, which recorded five percent fewer entries worldwide. For Switzerland, Frank Bodin's Euro RSCG got hold of the only coveted lion - a silver one - with an ingenious DM campaign for the high-priced Zurich fitness studio Arena 225: the measuring tape, which always indicates a few centimetres too much, was distributed in front of expensive restaurants and nearby parking garages. The last golden cat of prey from the Riviera was brought to Switzerland by AY&R in 2001 for the "Médecins sans Frontières" commercial. The silver lion was won by Frank Bodin for Euro RSCG and Arena 225 in Cannes.
(la)