The flap
With 10 percent more films than the previous year, Die Klappe in Hamburg proved to be a strong year. Among the winners were two Swiss agencies: Spillmann Felser Leo Burnett and Grayling.
The Swiss as we know and love them," was the jury's opinion when the "Berghütte" commercial was discussed. In the SFLB film, the mountain people lovingly clean up their alp before the first tourists arrive at the start of the season. The idea for Switzerland Tourism was rewarded with a silver clapperboard. Michi Fueter's production for Condor fell just short of gold in the final round. For jury member Martin Spillmann, the win brought back nostalgic memories. One of his first creative prizes was a clapperboard around 25 years ago, back then in a team with today's star director Xavier Koller. Grayling - until recently still known as Trimedia - won another silver clapperboard with three short commercials for Microsoft (Switzerland) and Windows 7. The witty clips, which show what efficient "working" means in just one shot, were produced in-house at Grayling.
Classic instead of experimental
A total of 327 works were submitted, 35 of which were awarded with a clapperboard. Apart from the award-winning films, there were almost no other films from Switzerland. The big winner of the competition for moving images - as it is called exactly - was an "anthem" for the Hornbach DIY store. The creatively illustrated poem won three out of four golden film flaps and a silver one for the book. The film by Nico Beyer and the Heimat advertising agency encourages people to follow through with projects they dream about. For example, remodeling your apartment. The jury, headed by Michael Trautmann from Kempertrautmann, was impressed by how Hornbach, as a DIY store for the masses, has managed to set artistic standards in advertising films for years. The visual language is classic. But the ideas and their narrative style are always new and daring.
There was also another gold flap for a self-promotion by the Lukas Lindemann Rosinski agency. The film, rich in ideas across all eras, was produced to mark the award for Newcomer Agency of the Year. The new agency LLR was founded by three former managing directors of the Jung von Matt Group. Silver was awarded for another self-promotion. Kolle Rebbe had 15-year-old and therefore rather pubescent teenagers read out the congratulatory cards that had arrived for the 15th anniversary of their agency, which led to witty comments and slips of the tongue.
During the two-day discussions of the international jury, it was felt that many productions lacked the courage to try something new. The somewhat tighter budgets in many places probably leave little room for experimentation. In the end, however, the audience at the award show was still impressed by "a great deal of quality craftsmanship". The jury was somewhat astonished by the fact that 80 percent of the entries in the "Social Media" category were entirely conventional films with charitable content. Some advertising agencies still have to learn that Facebook and the like are no longer the newest media for moving images. During their discussion, the jury was able to check how successfully virally distributed films actually work on YouTube. There it also became clear that TV commercials that are simply posted on the internet hardly achieve their click rates compared to media-appropriate ideas. Andreas Panzeri
Classic instead of experimental
A total of 327 works were submitted, 35 of which were awarded with a clapperboard. Apart from the award-winning films, there were almost no other films from Switzerland. The big winner of the competition for moving images - as it is called exactly - was an "anthem" for the Hornbach DIY store. The creatively illustrated poem won three out of four golden film flaps and a silver one for the book. The film by Nico Beyer and the Heimat advertising agency encourages people to follow through with projects they dream about. For example, remodeling your apartment. The jury, headed by Michael Trautmann from Kempertrautmann, was impressed by how Hornbach, as a DIY store for the masses, has managed to set artistic standards in advertising films for years. The visual language is classic. But the ideas and their narrative style are always new and daring.
There was also another gold flap for a self-promotion by the Lukas Lindemann Rosinski agency. The film, rich in ideas across all eras, was produced to mark the award for Newcomer Agency of the Year. The new agency LLR was founded by three former managing directors of the Jung von Matt Group. Silver was awarded for another self-promotion. Kolle Rebbe had 15-year-old and therefore rather pubescent teenagers read out the congratulatory cards that had arrived for the 15th anniversary of their agency, which led to witty comments and slips of the tongue.
During the two-day discussions of the international jury, it was felt that many productions lacked the courage to try something new. The somewhat tighter budgets in many places probably leave little room for experimentation. In the end, however, the audience at the award show was still impressed by "a great deal of quality craftsmanship". The jury was somewhat astonished by the fact that 80 percent of the entries in the "Social Media" category were entirely conventional films with charitable content. Some advertising agencies still have to learn that Facebook and the like are no longer the newest media for moving images. During their discussion, the jury was able to check how successfully virally distributed films actually work on YouTube. There it also became clear that TV commercials that are simply posted on the internet hardly achieve their click rates compared to media-appropriate ideas. Andreas Panzeri
