The Cannes Lions
Swiss creatives won seven Lions at the World Advertising Championships in Cannes. Gold went to Saatchi & Saatchi, silver to JWT+H+F, and bronze to Wirz, Jung von Matt, and SFLB.
With 28,828 works in competition, Cannes set a new record this year with an increase of 19% compared to the previous year. The number of Swiss creatives was also record-breaking. With around 400 works, the Swiss advertising industry's presence in Cannes was roughly the same as in 2010. However, the results were significantly better. There were seven Lions to be won. Including, for the first time in ten years, a gold award in the top category of film. The winner here was Saatchi & Saatchi with two commercials for Novartis. Remy Fabrikant won the first lion in his career and a silver one for Hakle. He had to prevail against 5415 competitors. Spillmann Felser Leo Burnett, Jung von Matt/Limmat and Wirz were also delighted to receive bronze lions. Contexta made it onto the shortlist with "Lost in Val Sinestra" for Swisscom TV. The Swiss advertisers therefore had two reasons to dance. For the first time since the end of the Cinecom party, 2011 saw the return of one of the legendary Swiss parties at the Croisette. The industry get-together was organized on the initiative of Jean-Claude Bruhin at Star TV. The event was financially supported by the Swiss ADC, Swissfilm Association and Werbewoche. The Swiss Party "relouded" was a complete success. More than 100 top creatives took part in the networking event. The event is therefore set to become a permanent institution once again.
Trend towards 360°
At this year's edition, Cannes once again made a name for itself as the leading forum for international advertising. Whereas in the past it was mainly creative people who made the pilgrimage to the Côte, this summer numerous consultants, clients and strategists could also be spotted. The festival has become more open and is no longer called the "Cannes Lions International Advertising Festival", but the "Cannes Lions International Festival of Creativity". Where advertising films and print work used to be judged above all, today it is the idea itself that counts more and more - and this finds its way into the minds of its target audience via new channels every day. Ikea was named this year's "Advertiser of the Year" as an example.
This year, the international Cannes Lions jury once again received reinforcements from Switzerland. Of the nine proposed jury members, Nathalie Bösiger, CEO Mediaxis-MPG, was selected in the Media category, Markus Ruf, Creative Director Ruf Lanz, in the Direct category and Philipp Skrabal, Executive Creative Director Wirz Werbung, in the Promo & Activation category.
Andreas Panzeri
