Storytellers clear the air with frenzied grannies and horror helmets

Campaign of the Year: The General Public
Judge like the expert jury: It placed among the top entries
Campaigns that have already been entered in national and international competitions
have received multiple awards.
Since advertising is generally viewed by many as
is perceived as boring, Suva believes that in its
Communication efforts should always be tailored to the audience that will receive them
wanted to entertain in a surprising, intelligent, or humorous way. That
said Suva advertising director Urs Schaad in 2004, when the accident insurance company
its TV ad campaign for the Risk division as Campaign of the Year
was elected. And: «Regular performance reviews show that our
»Campaigns appeal to a wide audience." He was right about that.
retain.

Because the campaign launched in 2005 in movie theaters, on TV, and on billboards
Joint campaign by SuvaRisk and the bfu (Advisory Office for
(Accident Prevention) to prevent accidents during leisure time, the
Insurance once again received the most votes.

In this way, the readers of TV-Star magazine and the
The trade journal *Werbewoche*, along with its advertising client Suva, and the Zurich-based
The small agency Ruf Lanz, known for its eye-catching and humorous
A horror movie quote: a very memorable motif for raising awareness
has developed. The fact that the creative professionals, through their work, are committed to the goal of
Campaign—to wear a bike helmet even on short trips—to
have come close to a beautiful piece; it seems that, due to the high level of awareness,
in public.

Over the past five years, SuvaLiv and the
Swiss Council for Accident Prevention, with various
Communication efforts have been successful, increasing the helmet-wearing rate from 20 to 34
percent. The concrete results of this are also encouraging
Trends: While bicycle accidents continued to rise during this period
...head injuries among these individuals have generally declined.
It will be interesting to see whether the entry that won gold from the audience jury
An excellent campaign that brought about positive behavioral change among the
will continue to support cyclists.

Unconventional is in
Was the SuvaLiv appeal successful mainly because of its impressive creative concept?
and its first-rate execution, the runner-up is likely to
Bank Coop's TV ad campaign, largely thanks to its disarming
received one in five votes based on their style of argumentation. The
The silver campaign was launched on a relatively modest budget, and
She, too, is from the Ruf Lanz agency, which is only five years old. With the
A story straight out of the movies, in which a likable-seeming retiree...
Those who have to supplement their income by stealing handbags should
potential bank customers for the bank's investment advisory services
Coop can be won over. Now that the positioning of the "decent bank"
and as her notoriety among evil potentates grew, this was followed in 2005 by a
Another step in terms of brand image. To this end, the creative team has
The message that it's worth talking to an investment advisor at
To put it in Bank Coop’s words, taken to the extreme: Anyone who
If you don't invest your money sustainably in a timely manner, you may end up with
not much of it.

The bronze medalist, Contextas, is also unconventional in form
Cross-media advertising sitcom for Swisscom Fixnet. And just like the others
This campaign has also won top honors from several expert juries:
ADC Gold and Edi are just two of the many awards. With the
As prices have risen, so have the creators' expectations. In the
In the upcoming 16th episode, the Beck and Bondi families will be in the
Winter Break.

Emotions build brand loyalty
Following the formula for success of the advertising sitcom, the new story also has
offers fresh surprises. «And the growing fan base can
»We're thrilled; for now, there's no end in sight for the series," says CD happily
Jürg Brechbühl. The goal of the concept—to create a communication platform for
create a platform where all Swisscom Fixnet products and services
Find a place and ensure integrated communication across all
Measures that were previously permitted—have been in place over the past year and a half
has clearly been achieved since the start. Nevertheless, given the
The extraordinary effort required for the Longspot format took courage and
The determination to set out on this path. Both at Swisscom and
This is also the case at Contexta. Market research has shown that the
"Taking risks pays off," according to the agency. 80 percent of viewers find the
A sitcom that's good to very good, and a positive view of Swisscom Fixnet 
and the group has grown significantly, according to reports. Even Federal Councilor
Moritz Leuenberger came out in his speech marking the 40th anniversary of
TV advertising agency Publisuisse is a fan of B&B. The simple reason: «After
As before, the goal is not simply to advertise products, but also to
Telling stories that touch people's hearts because they're drawn from real life
»are," says Jürg Brechbühl.

Now more than ever, there is a need for stories that evoke strong emotions in the viewer
create an emotional connection. The top three finishers are the
The best proof of this.
 

Luca Aloisi