Frank Bodin
Chair of the Jury for the Public Service and Design Category
President of the jury in the Public Service and Design categoryThe Kuoni campaign outshone all others. Why is it so groundbreaking? Because you can rarely answer all these points with yes: 1. strategic consistency? 2. conceptual capability? 3. advertising idea? 4. tiekgitrasrednA? 5. rdktn (reduction)? 6. excellent implementation? 7. IQ? 8. EQ 9. credibility? 10. relevance for the target group?
How do you rate the level in your category? Do you see any new trends?
Bodin: Public Service: The standard was higher than at ADC Austria and lower than in Cannes. Design: Let's assume that our films, advertisements and posters are judged almost exclusively by designers - either we get the best designers to judge design or this category has to be flushed out. Who among us can justify why the inventive spirit contained in the Motorex bottle (a motor oil bottle with a filler neck!) should be worth less than stationery with a crack in the bowl for a psychologist?
How is the quality of this advertising vintage in general?
Bodin: It has more relevant advertising campaigns for relevant brands. However, it also has more "we're doing something for you" advertising than before. The result is unbearable in trade advertising and sick in direct advertising.
Which works could have a chance at the Cannes Festival?
Bodin: The results of the Swiss Advertising Championships are no indication of the outcome of the World Advertising Championships. At least not as long as 10000-meter runners (enlightening detergent ads) have to compete against 100-meter sprinters (still funny gay party invitations) at the ADC. Here's what I would prepare for submission to Cannes: The Hakle scales and the Hakle first-dry-then-wet demo spot, one or the other for Kuoni, the snowboard tombstones for SUVA.
What did you pay particular attention to during the evaluation?
Bodin: See 1. in particular the freshness of the idea within the category and the relevance for the target group addressed.
The ADC is 25 years old: is that why you are setting the bar even higher than usual?
Bodin: As far as I know, we've saved that for the fiftieth.
How do you rate the level in your category? Do you see any new trends?
Bodin: Public Service: The standard was higher than at ADC Austria and lower than in Cannes. Design: Let's assume that our films, advertisements and posters are judged almost exclusively by designers - either we get the best designers to judge design or this category has to be flushed out. Who among us can justify why the inventive spirit contained in the Motorex bottle (a motor oil bottle with a filler neck!) should be worth less than stationery with a crack in the bowl for a psychologist?
How is the quality of this advertising vintage in general?
Bodin: It has more relevant advertising campaigns for relevant brands. However, it also has more "we're doing something for you" advertising than before. The result is unbearable in trade advertising and sick in direct advertising.
Which works could have a chance at the Cannes Festival?
Bodin: The results of the Swiss Advertising Championships are no indication of the outcome of the World Advertising Championships. At least not as long as 10000-meter runners (enlightening detergent ads) have to compete against 100-meter sprinters (still funny gay party invitations) at the ADC. Here's what I would prepare for submission to Cannes: The Hakle scales and the Hakle first-dry-then-wet demo spot, one or the other for Kuoni, the snowboard tombstones for SUVA.
What did you pay particular attention to during the evaluation?
Bodin: See 1. in particular the freshness of the idea within the category and the relevance for the target group addressed.
The ADC is 25 years old: is that why you are setting the bar even higher than usual?
Bodin: As far as I know, we've saved that for the fiftieth.
