Now come the young posters

Press The first three subjects of the 2006 competition, "This can only be an advertisement", are now being published in the media. 120 newspapers and magazines
are taking part in the "Only an advertisement can do that" campaign in 2006. They
want to publish over 800 full-page color ads together. "One
gigantic reach!" says the Swiss Press Association. For the fourth time, the Swiss print media are promoting the
Uniqueness of the impact of their ads. Three times around
a dozen advertising agencies for product benefits for advertisements and
took part in a public competition with their subjects. For the
The association is now relying on fresh forces for the coming year: With the "Young
Creative" competition was open to up-and-coming applicants born up to 1977.
to implement the slogan in a new way. 39 teams accepted the
challenge and submitted 78 proposals.

The jury under the chairmanship of Andreas Prokesch has selected "a very
strict yardstick" according to Michael Conrad's 10-point program
applied. Accordingly, despite all the goodwill for the
There will also be critical comments from the next generation.

Lots of praise, but also lots of criticism
"There are some wonderful ideas among them. But some of them have the
basic idea of what an advertisement can actually do," said
Frank Bodin during the judging. Markus Gut has many "entertaining
Working - but unfortunately in a negative sense". Ultimately, the
CD but "positively surprised by our young talent". Alexander Jaggy
said: "The execution is usually such that we get the message
understand. But there are often discrepancies between text and image."
Hanspeter Schweizer pointed out that "the ideas in the fourth year
of the competition are slowly being exhausted". Markus Ruf noticed that there were
there have been many works with wordplay. "People didn't even
was looking for an idea, but only illustrated a play on words. The
is not enough." Daniel Comte would also like more quality overall
expected. However, he finds that with the good work, "many even
better than the professionals in recent years". Also
Daniel Matter believes that a few works by the young creatives
"are actually better" than the professionals used to be. However, he saw
some works "that there is still a lack of effective headlines".

Such shortcomings have now been revised in the youngsters' agencies
after the jury had selected twelve ideas that were eligible for a
Publication are. The winners were Nils Hodel, Corinne Bresch, Sylvie
Lüscher and Sabina Meyer, Isabelle Hauser and Matthias Günter, Anne
Tüscher, Alexander Jungo and Claudio Parente, Reto Oetterli and
Alischer Makarow, Yvonne Weber and Rim Sabo, Stefanija Tuskanovic and
Sabrina Böni as well as Achim Kaufmann and Alain Szerdahelyi.

All award-winning advertisements will be compensated with 5000 francs and
appear in over 120 newspapers and magazines from March to September 2006.
magazines in German- and French-speaking Switzerland and on the Internet.
The conclusion and highlight of the campaign this year will once again be a
public judging was carried out. Last year, 25000 votes
received. The winner at the Epiphany conference was the agency
Favo Basel celebrate with their motif "An advertisement can also see the
few people who do not read newspapers/magazines".

The "Only an advertisement can do that" campaign is organized by the Department of
advertising market of the Swiss Press Association. This
also covers the costs of design, production and
Project management. At the head office, the idea of Toni
Vetterli, Head of Marketing, together with Pepi Burch as Project Manager
supervised. The advertisement disposition (with the right to postpone) is handled by the
Publimedia AG. For rapid data transmission, the
Print Online AG. The competition is supported by BSW
Leading Swiss Agencies, Schweizer Werbung (SW), ASW (Allianz Schweizer
advertising agencies), Werbewoche and Publimedia.

At the end of March, the advertisements will be evaluated again by the jury - this time
also under the aspect of "quality of implementation". The two winning teams
will be able to represent Switzerland at the "best young european team" in Berlin in May,
the counterpart to the Swiss "Young Creative" competition. The
Winning team from Berlin will travel to the 53rd International
Advertising Festival to Cannes. 
 

Andreas Panzeri