An ad doesn’t just give you reach. It also prompts readers to react immediately—to get more information right away, or to place an order right then and there, the very moment and place they see the ad. This fundamental concept captures the power of print advertising. And the execution communicates the message quickly and clearly: «Great things start with an ad»—for example, with a brick that instantly turns into an entire house when you scan the ad with your phone. A campaign idea that surprised and won people over like no other. It was submitted by Manuel Rohrer, graphic designer at the advertising agency Contexta in Bern. The winner will receive a cash prize of 10,000 francs, as well as a commission to bring their idea to life and a fee of up to 30,000 francs for that work. In addition, Manuel Rohrer will travel to Brussels in early May to participate, at the invitation of Publicitas Publimedia, in Best Yet 2010, a competition for young creatives from across Europe. Should he be successful there as well, he will travel on to the Cannes Lions shortly thereafter.
Fly to Best Yet 2010, too Filip Wolfensberger and Dominic Zach – a team of participants that made it onto the shortlist and won the ticket in a public drawing held during the awards ceremony.
Fifth Annual Competition for Young Creatives
"Das kann nur ein Inserat" is a programmatic statement, a campaign slogan, and a creative brief all in one. Advertising agencies have been grappling with this concept for three years. Now, for the fifth time, "Das kann nur ein Inserat" is a competition for young creatives. This year, 35 teams submitted 83 campaign ideas and 382 creative concepts—practically matching last year’s high submission rate and even surpassing it in terms of the number of creative concepts.
From 83 to 1 in half a day
The jury spent half a day reviewing and evaluating the submitted campaigns. In the first step, 20 campaigns were preselected and then narrowed down to a shortlist of 7 finalists. Judging was conducted by open show of hands and was 100 percent anonymous—meaning that the jury members did not know the names of the entrants or their agencies, nor could they have deduced them in any way. The jury was chaired by ADC Jury Chairman Andreas Prokesch. It consisted of other ADC members, a strategic planner, a multiple winner of the “Das kann nur ein Inserat” award, and a representative of the Swiss Press Association: Axel Eckstein, Creative Director at Euro RSCG; Patrick Suter, Creative Director at Spillman Felser Leo Burnett; Thomas Städeli, Managing Director at Wirz; Isabelle Hauser, Art Director at Advico Young & Rubicam; and Sandro Rüegger, Tamedia AG/Managing Director of *Weltwoche* as of March 1, 2010.
Campaign of the Year
The winning entry will now go through the standard campaign optimization and implementation process. The ads will appear in approximately 100 newspapers and magazines starting in May 2009—about 500 times in total. That’s the kind of reach and impact that truly makes you say: Only an ad can do that.
You can find a feature article on the judging process, as well as additional photos from the jury meeting and the awards ceremony, in the print edition of *Werbewoche* 2/2010, which will be published on February 4.
The winning entry:

The shortlist:
An ad adds value: Fabian Windhager and Emanuel Gürth, Gürth Art Direction + Design, Zurich:

Puzzle Duck: Selina Cadruvi, Prime Communications, Zurich:

Doing Your Own Advertising with Classified Ads: Silvio Seiler, Wegelin & Co. Private Bank, St. Gallen:

Horizontal search and lock-on image: Daniel Akeret and Andreas Enzler, De Vita Design, Weinfelden:

Come on, let's go to your place: Filip Wolfensberger and Dominic Zach, Maxomedia AG, Bern:

Ads that promote without being intrusive: Silvio Seiler, Wegelin & Co Private Bank, St. Gallen:

The winners of the «Das kann nur ein Inserat» competition have been announced. On Wednesday at 9 a.m., 85 campaigns—comprising 368 creative pieces—were on the judges« tables, submitted by 39 teams, including many from French-speaking Switzerland. By 11 a.m., only ten campaigns remained—those deemed good enough for the shortlist. From these, the jury selected the two winners by 1:30 p.m.: the campaign »An Ad Always Delivers, Anywhere and Everywhere,« by Advico Young & Rubicam and Bettina Klossner of OgilvyOne, as well as the campaign »An Ad Is More Than Just Advertising” by Silvio Seiler of Wegelin & Co, Private Bankers. The Swiss Press Association will announce the winners on Thursday evening.
The competition was held for the first time under the motto «Not a single topic, but an entire campaign.» The two winning teams will each receive a prize of 10,000 francs. In addition, they will receive a fee for the implementation. Furthermore, at the invitation of Publicitas Publimedia, they will travel to London in May to participate in Best Yet.
The two winning concepts will now undergo the standard campaign optimization and implementation process. The ads for the first campaign will begin appearing in May 2009, with over 500 placements in approximately 100 newspaper and magazine titles.

(Note: The Basel-based agency Gruner & Brenneisen AG—represented on the shortlist by Art Director Rémy Kohler—has changed its name. It now operates under the name Brenneisen Communications.)

An overview of all projects, available as a PDF download

The winning entries: