This celebrity youth
The Keystone Cannes Open poster competition establishes itself
The Keystone Cannes Open poster competition is establishing itselfBy Andreas Panzeri After 20 entries at last year's premiere, 46 works have already been submitted for this year's Keystone Cannes Open poster competition. The team of Moritz Staehelin and Gian Andrea Maurizio have been awarded a trip to the big festival in Cannes.
With the contest for young creative talent, the Keystone photo agency wants to make advertisers aware that more than 10 million images lie dormant in its archive. Participants in the competition were allowed to draw on this treasure for the design of their posters. However, mainly news pictures and snapshots of celebrities were selected.
Obviously, the advertisers are not yet primarily looking for factual shots, which Keystone would also like to promote, in an archive. As chance would have it, the 46 works are
four US presidents had to serve as advertising models. John F. Kennedy, for example, recommends Berlin pancakes from the Swiss bakery. Elvis advertises clothes from the Brockenhaus and Karl Lagerfeld for children's fashion. Prince Charles comes out as a skateboarder and the Pope, with his decorated belly, preaches about the qualities of a quirky tattoo store. "The temptation to work with celebrities is of course great. It's not that easy to do in everyday working life," said jury member Markus Ruf.
However, the conditions for the competition participants were similar to those in the real world when it came to customers. All posters submitted had to be designed for real companies and approved by them. Condoms, skateboards, hairdressing salons and trendy fashion labels were therefore the most popular products or "clients" for the participating graphic designers and copywriters, who were not allowed to be older than 30 for this competition.
The winning poster by Moritz Staehelin (text) and Gian Andrea Maurizio (AD) from Zurich, on the other hand, advertises carrot juice from Biotta, which was also viewed positively by the realistic agency professionals on the jury. Nevertheless, the jury's decision was very close. A frivolous idea featuring Bill Clinton and Federal Councillor Moritz Leuenberger as condom users, as well as father and son Bush advertising Pater Test, an anonymous paternity test option, also caused lengthy discussions among the jury right to the end.
The visual language is clearly in the foreground
As in 2001, the jury consisted of Simone Fennel, Matthias Freuler, Dani Comte and Markus Ruf. When asked about their impressions, Fennel said that not all the possibilities of computer graphics had been exhausted in the processing of the images. Freuler was struck by the cheekiness and humor in most of the posters. Comte noted that, in view of the international competition in Cannes, communication was primarily through visual language rather than words.
As with the launch, the competition was once again organized by the Jung von Matt/Limmat agency with Daniel Meier, Simone Künzler and Salomé Zuest. The winning team will fly to Cannes in June to take part in the competition for international stars. Keystone is sponsoring the flight, the hotel and the festival pass. Plakanda makes it possible for the young talents to advertise themselves and their cooperative customers prominently on Weinbergstrasse in Zurich.
With the contest for young creative talent, the Keystone photo agency wants to make advertisers aware that more than 10 million images lie dormant in its archive. Participants in the competition were allowed to draw on this treasure for the design of their posters. However, mainly news pictures and snapshots of celebrities were selected.
Obviously, the advertisers are not yet primarily looking for factual shots, which Keystone would also like to promote, in an archive. As chance would have it, the 46 works are
four US presidents had to serve as advertising models. John F. Kennedy, for example, recommends Berlin pancakes from the Swiss bakery. Elvis advertises clothes from the Brockenhaus and Karl Lagerfeld for children's fashion. Prince Charles comes out as a skateboarder and the Pope, with his decorated belly, preaches about the qualities of a quirky tattoo store. "The temptation to work with celebrities is of course great. It's not that easy to do in everyday working life," said jury member Markus Ruf.
However, the conditions for the competition participants were similar to those in the real world when it came to customers. All posters submitted had to be designed for real companies and approved by them. Condoms, skateboards, hairdressing salons and trendy fashion labels were therefore the most popular products or "clients" for the participating graphic designers and copywriters, who were not allowed to be older than 30 for this competition.
The winning poster by Moritz Staehelin (text) and Gian Andrea Maurizio (AD) from Zurich, on the other hand, advertises carrot juice from Biotta, which was also viewed positively by the realistic agency professionals on the jury. Nevertheless, the jury's decision was very close. A frivolous idea featuring Bill Clinton and Federal Councillor Moritz Leuenberger as condom users, as well as father and son Bush advertising Pater Test, an anonymous paternity test option, also caused lengthy discussions among the jury right to the end.
The visual language is clearly in the foreground
As in 2001, the jury consisted of Simone Fennel, Matthias Freuler, Dani Comte and Markus Ruf. When asked about their impressions, Fennel said that not all the possibilities of computer graphics had been exhausted in the processing of the images. Freuler was struck by the cheekiness and humor in most of the posters. Comte noted that, in view of the international competition in Cannes, communication was primarily through visual language rather than words.
As with the launch, the competition was once again organized by the Jung von Matt/Limmat agency with Daniel Meier, Simone Künzler and Salomé Zuest. The winning team will fly to Cannes in June to take part in the competition for international stars. Keystone is sponsoring the flight, the hotel and the festival pass. Plakanda makes it possible for the young talents to advertise themselves and their cooperative customers prominently on Weinbergstrasse in Zurich.
