Freshly coiffed cord
Supporting Young Talent: The Cannes Open has become a well-established event. This year, the jury reviewed 66 entries. The winners were Martin Stauch and Armin Arnold from the Lowe Direct agency.
Promoting young talent The Cannes Open has established itself. 66 entries were judged this year. The winners were Martin Stauch and Armin Arnold from the Lowe Direct agency. After 29 works in the first year and 47 in the second edition, the Cannes Open 03 has now "obviously been able to position itself as a coveted competition for young talent", according to Walter Grolimund from Keystone. The Zurich-based photo agency launched the Cannes Open three years ago and continues to sponsor the first prize: a trip to Cannes for the winning team to attend the World Advertising Championships, including all fees for the participation of the winning work in the official competition. Plakanda reaches into its wallet for the winner and finances a poster display on Weinbergstrasse in Zurich. Werbewoche acts as media partner. The young talent competition, in which all subjects must be designed using photos from the Keystone archive, was conceived by the Jung von Matt/Limmat agency. The brief was to use this poster competition to sensitize creative designers to working with photos from the Keystone archive.
"It is not yet possible to assess the extent to which a rethink has taken place in this regard," believes Walter Grolimund. Although interest in archive images has visibly increased, this could also be due to tighter budgets everywhere. Conversely, there is a known tendency for fees for freelance photographers to plummet on the market.
During the judging process, it was noticeable that many up-and-coming photographers would obviously like to work with celebrities. But buying a photograph of Michael Schumacher from Keystone does not, of course, cover the racing driver's personal rights. Pictures of George W. Bush or the Pope are more of a gray area. The American president had to compete with his dog for Duke's dog school under the headline "not even my dog listens to me...". The Pope was used three times,
for BlackSocks.com, Hitradio Z and an anti-Aids campaign for the lifestyle magazine Faces.
It was also noticeable that many young advertisers "have a fairly pronounced tendency towards cynicism", as Urs Schrepfer from Jung von Matt remarked when looking at the works on display. Jesus on the cross had to advertise Vive Maria brand underpants. A Xenix cinema that was destroyed by a bomb and no longer has a roof after the explosion is intended to create an atmosphere for its open-air films.
In practice, it is the other way around
Nevertheless, it was positive for the jury to see how the young creatives, some of whom were still apprentices, "approached an idea with a completely open mind". However, this playful approach to ideas also meant that many participants in the competition first chose an attractive or particularly quirky image and only looked for the right advertising client for it in a second step. "In practice, of course, it works the other way around," says jury member Daniel Comte.
The fact that a good idea alone is not enough was the decisive argument for Matthias Freuler as to why he voted for the "very beautifully and strikingly realized subject" by the Stauch/Arnold team. Markus Ruf and Simone Fennel were also impressed by the winning work because "a brief was first formulated, which was then implemented with a good idea and a great deal of professionalism". The curtain cord in the archive image from Keystone was disassembled into individual parts using Photoshop on the computer and then reassembled in a "souped-up" way.
The winning duo Martin Stauch and Armin Arnold (l.) with their ad for a theater coiffeur. Raul Serrat and Patrik Rohner follow in second place with a Tabasco truck and Frederick Rossmann in third place
and Daniel Roznovjak with the theme "The Wall" for Laurastar AG.
Jurors Markus Ruf, Urs Schrepfer and Daniel Comte (from left).
Andreas Panzeri
"It is not yet possible to assess the extent to which a rethink has taken place in this regard," believes Walter Grolimund. Although interest in archive images has visibly increased, this could also be due to tighter budgets everywhere. Conversely, there is a known tendency for fees for freelance photographers to plummet on the market.
During the judging process, it was noticeable that many up-and-coming photographers would obviously like to work with celebrities. But buying a photograph of Michael Schumacher from Keystone does not, of course, cover the racing driver's personal rights. Pictures of George W. Bush or the Pope are more of a gray area. The American president had to compete with his dog for Duke's dog school under the headline "not even my dog listens to me...". The Pope was used three times,
for BlackSocks.com, Hitradio Z and an anti-Aids campaign for the lifestyle magazine Faces.
It was also noticeable that many young advertisers "have a fairly pronounced tendency towards cynicism", as Urs Schrepfer from Jung von Matt remarked when looking at the works on display. Jesus on the cross had to advertise Vive Maria brand underpants. A Xenix cinema that was destroyed by a bomb and no longer has a roof after the explosion is intended to create an atmosphere for its open-air films.
In practice, it is the other way around
Nevertheless, it was positive for the jury to see how the young creatives, some of whom were still apprentices, "approached an idea with a completely open mind". However, this playful approach to ideas also meant that many participants in the competition first chose an attractive or particularly quirky image and only looked for the right advertising client for it in a second step. "In practice, of course, it works the other way around," says jury member Daniel Comte.
The fact that a good idea alone is not enough was the decisive argument for Matthias Freuler as to why he voted for the "very beautifully and strikingly realized subject" by the Stauch/Arnold team. Markus Ruf and Simone Fennel were also impressed by the winning work because "a brief was first formulated, which was then implemented with a good idea and a great deal of professionalism". The curtain cord in the archive image from Keystone was disassembled into individual parts using Photoshop on the computer and then reassembled in a "souped-up" way.
The winning duo Martin Stauch and Armin Arnold (l.) with their ad for a theater coiffeur. Raul Serrat and Patrik Rohner follow in second place with a Tabasco truck and Frederick Rossmann in third place
and Daniel Roznovjak with the theme "The Wall" for Laurastar AG.
Jurors Markus Ruf, Urs Schrepfer and Daniel Comte (from left).
Andreas Panzeri
