The new disciples of the old hands
The annual Sushi magazine showcases the best work by up-and-coming German ADC designers
The annual issue of Sushi showcases the best work of Germany's up-and-coming ADC talentBy Andreas PanzeriWho are the new creative stars of tomorrow? For the third time, the Art Directors Club (ADC) in Germany hosted its annual young talent competition. 28 award-winning diploma theses and 17 outstanding ideas from the field have now been published in the annual magazine Sushi 3.
The title of the magazine is misleading. Sushi is an inspiring appetizer that has no future because it will stink tomorrow and can no longer be enjoyed. The situation is quite different with the 28 award-winning diploma theses or 17 award-winning practical projects featured in the Sushi 3 annual magazine.
This documentary featuring the best work of Germany's up-and-coming ADC talent gives us a glimpse of the future. "Fresh talents with great ideas" is the promising but true title of an advertisement for the book about the advertising of the future. The latest ideas and trends of the young talents amaze with fresh thinking as well as stylistically unspoiled images.
"Creatives that you would also like to have in your team" is how the Mainz-based publishing house Hermann Schmidt describes the selected talents. The competition, which is documented in Sushi, is organized by the German ADC. Graduates and young professionals from the fields of advertising, graphic design, photography, film and new media can take part. With 28 percent more participants than a year ago, the ADC was delighted with a "record number of entries". 161 diploma theses and 112 works from the field were judged by the jury. The evaluation criteria correspond to those of the "big" ADC competition. Due to these tough criteria, no junior film made it through in practice. However, the 17 prize-winning print ads are said to have come through "highly commended", as jury chairman Delle Krause from Ogilvy & Mather writes.
Old hands oracle how the
what the future will look like
The yearbook is co-financed by Stern. The magazine publisher justifies this commitment with the calculation that an average Stern has 220 pages, 130 of which are created by the editorial team and 90 by the advertisers. "To put it plainly: 40 percent of our magazines are designed by ADC members," explains Torsten Bardohn, Head of Advertising at Stern, and concludes with a wink: "To ensure that these 40 percent look just as good as the rest of Stern, we support young ADC talent."
The Sushi Yearbook comprises 150 pages with many large-format illustrations. The pictorial documents are supplemented with a social view of the future as seen by trend guru Matthias Horx. The trend researcher locates part of our future happiness in socio-technology and thus in a greatly changed relationship to work. Conversely, old hands Dietrich Zastrow and Michel Schirmer analyze how this was shaped in the past. They talk about how their own creative careers began. An interview with Kai Krause on his Byteburg is subtly focused on the future in the present. This is where the digital guru retired after winning a Music Oscar in 1980 for his futuristic sound effects and later becoming rich with graphics software.
Sushi 3 with the ISB number 3-87439-555-3 costs 29.80 francs.
The title of the magazine is misleading. Sushi is an inspiring appetizer that has no future because it will stink tomorrow and can no longer be enjoyed. The situation is quite different with the 28 award-winning diploma theses or 17 award-winning practical projects featured in the Sushi 3 annual magazine.
This documentary featuring the best work of Germany's up-and-coming ADC talent gives us a glimpse of the future. "Fresh talents with great ideas" is the promising but true title of an advertisement for the book about the advertising of the future. The latest ideas and trends of the young talents amaze with fresh thinking as well as stylistically unspoiled images.
"Creatives that you would also like to have in your team" is how the Mainz-based publishing house Hermann Schmidt describes the selected talents. The competition, which is documented in Sushi, is organized by the German ADC. Graduates and young professionals from the fields of advertising, graphic design, photography, film and new media can take part. With 28 percent more participants than a year ago, the ADC was delighted with a "record number of entries". 161 diploma theses and 112 works from the field were judged by the jury. The evaluation criteria correspond to those of the "big" ADC competition. Due to these tough criteria, no junior film made it through in practice. However, the 17 prize-winning print ads are said to have come through "highly commended", as jury chairman Delle Krause from Ogilvy & Mather writes.
Old hands oracle how the
what the future will look like
The yearbook is co-financed by Stern. The magazine publisher justifies this commitment with the calculation that an average Stern has 220 pages, 130 of which are created by the editorial team and 90 by the advertisers. "To put it plainly: 40 percent of our magazines are designed by ADC members," explains Torsten Bardohn, Head of Advertising at Stern, and concludes with a wink: "To ensure that these 40 percent look just as good as the rest of Stern, we support young ADC talent."
The Sushi Yearbook comprises 150 pages with many large-format illustrations. The pictorial documents are supplemented with a social view of the future as seen by trend guru Matthias Horx. The trend researcher locates part of our future happiness in socio-technology and thus in a greatly changed relationship to work. Conversely, old hands Dietrich Zastrow and Michel Schirmer analyze how this was shaped in the past. They talk about how their own creative careers began. An interview with Kai Krause on his Byteburg is subtly focused on the future in the present. This is where the digital guru retired after winning a Music Oscar in 1980 for his futuristic sound effects and later becoming rich with graphics software.
Sushi 3 with the ISB number 3-87439-555-3 costs 29.80 francs.
