Truth and poetry
Last week once again marked the anniversary of the presentation of the most popular idea generator - alongside the Lürzer's archive - for all creative people struggling for imagination: The vernissage was held at Studio Aeschbacher
Last week once again marked the anniversary of the presentation of the most popular generator of ideas - alongside the Lürzer's archive - for all creatives struggling for imagination: The vernissage of the latest ADC yearbook by Beat Fritsch was on the program at Studio Aeschbacher.
As always, the book of (advertising) books shows the award-winning campaigns from the last ADC judging. That's why this year's book, designed by Müller+Hess, will once again serve as a resource for lazy coupon designers.
The team around magazine chief layout designer Wendelin Hess consisted of partner Beat Müller, Ludovic Balland and Stephan Liechti and came up with something special: The central section of the tome shows, as usual, the works that were awarded cube honors by the jury. True to the yearbook motto "Losing is like winning. Only the other way around", the pages of the dazzling winners are framed by expressive pictures of losers and photographically staged failures. Printed on ordinary newsprint! A concept as simple as it is captivating, as Jean Etienne Aebi has already aptly noted in the foreword.
Speaking of forewords: we are extremely reluctant to correct our creative gods. Especially when it comes to the youngest ADC Honorary President. But the glossy paper mentioned by Aebi simply doesn't exist, even if it looks like it! A glance at the credits reveals that the substrate for the glossy pages is a Phoenix Imperial semi-matt (!) bright white class 3 KD, which - like many an advertising campaign - was given a boost with a subsequent gloss coating.
Enough of the quibbles and know-it-alls: the book will serve its purpose, and the inside pages really shine! Well done! Not only because of the brilliantly realized work, but also because of the sensational printing.
Not quite of the same opinion
was the man for the rough stuff, Andreas Mossner from Advision. According to his own statement, shortly before our arrival he had read the riot act to the Honorary President regarding the works generally described as creative by the ADC members. I wonder if something like the envy of the (dice) dispossessed was expressed here? The others have already dealt with this recurring theme at the dice party at the ADC Gala.
As the whole event took place in perfect garden pub temperatures, and even more so opposite the sunlit outdoor seating area of the Schiffbaukneipe LaSalle, for once the advertisers did not show too much will to persevere. The interest in the drinks served was alarmingly low, and that in the delicious snacks from fine caterer Peter Gamma only marginally greater. As a result, after the customary speeches of praise, the instant exchange of the latest industry gossip and the acceptance of free books, the majority of the high-creativity society in attendance quickly left.
The prologue to the fairy tale:
A fairy-tale and fairy-like women's shortlist has long been due again. And not one for women, but one exclusively with women!
So the invitation to the launch party of Babina Mayer's agency Biba-Models came at just the right time. Simply fabulous! The beautiful woman from Graubünden is - 8-ung, play with words! - by the way, but nevertheless an experienced professional in the modeling business.
Eight years ago, more out of fun than professional ambition, she organized fashion shows with colleagues in Chur's trendy Felsenkeller restaurant. In view of the immediate demand, they soon became the crowned Biba models, who not only presented (beauty) princesses and princes, but also concepts for choreography and events.
The progress of the fairy tale:
As the entire court attracted more and more beautiful princesses and princes, the strict guardians of public morals in Zurich became aware of the Bündner beauty monarchy. The demand from the city for minstrel-like looking Graubünden noblemen and women grew almost immeasurably. Her Majesty Queen Biba and her palace ladies therefore decided to reside in Zurich from then on.
The fairy tale's secret of success:
A court ball had just been announced, to be held in the time-honored Giesserei in Zurich-Oerlikon. And as if on cue, all of Zurich's single young men, shortlist author included, trooped to the Kastell on Birchstrasse to sing to and beguile the ladies from the distant canton.
We were even told that envoys from unknown and distant empires had been seen at the festival. The Sultan of Baghdad had sent his envoy Emir Baur to the festival, the Emperor of China even sent his deputy.
The epilogue of the fairy tale:
This is exactly how Biba's princesses and princes came to the banks of the Limmat...and if they haven't died, you can still book them today. Whoever believes is blessed!
BEAT FRITSCH
As always, the book of (advertising) books shows the award-winning campaigns from the last ADC judging. That's why this year's book, designed by Müller+Hess, will once again serve as a resource for lazy coupon designers.
The team around magazine chief layout designer Wendelin Hess consisted of partner Beat Müller, Ludovic Balland and Stephan Liechti and came up with something special: The central section of the tome shows, as usual, the works that were awarded cube honors by the jury. True to the yearbook motto "Losing is like winning. Only the other way around", the pages of the dazzling winners are framed by expressive pictures of losers and photographically staged failures. Printed on ordinary newsprint! A concept as simple as it is captivating, as Jean Etienne Aebi has already aptly noted in the foreword.
Speaking of forewords: we are extremely reluctant to correct our creative gods. Especially when it comes to the youngest ADC Honorary President. But the glossy paper mentioned by Aebi simply doesn't exist, even if it looks like it! A glance at the credits reveals that the substrate for the glossy pages is a Phoenix Imperial semi-matt (!) bright white class 3 KD, which - like many an advertising campaign - was given a boost with a subsequent gloss coating.
Enough of the quibbles and know-it-alls: the book will serve its purpose, and the inside pages really shine! Well done! Not only because of the brilliantly realized work, but also because of the sensational printing.
Not quite of the same opinion
was the man for the rough stuff, Andreas Mossner from Advision. According to his own statement, shortly before our arrival he had read the riot act to the Honorary President regarding the works generally described as creative by the ADC members. I wonder if something like the envy of the (dice) dispossessed was expressed here? The others have already dealt with this recurring theme at the dice party at the ADC Gala.
As the whole event took place in perfect garden pub temperatures, and even more so opposite the sunlit outdoor seating area of the Schiffbaukneipe LaSalle, for once the advertisers did not show too much will to persevere. The interest in the drinks served was alarmingly low, and that in the delicious snacks from fine caterer Peter Gamma only marginally greater. As a result, after the customary speeches of praise, the instant exchange of the latest industry gossip and the acceptance of free books, the majority of the high-creativity society in attendance quickly left.
The prologue to the fairy tale:
A fairy-tale and fairy-like women's shortlist has long been due again. And not one for women, but one exclusively with women!
So the invitation to the launch party of Babina Mayer's agency Biba-Models came at just the right time. Simply fabulous! The beautiful woman from Graubünden is - 8-ung, play with words! - by the way, but nevertheless an experienced professional in the modeling business.
Eight years ago, more out of fun than professional ambition, she organized fashion shows with colleagues in Chur's trendy Felsenkeller restaurant. In view of the immediate demand, they soon became the crowned Biba models, who not only presented (beauty) princesses and princes, but also concepts for choreography and events.
The progress of the fairy tale:
As the entire court attracted more and more beautiful princesses and princes, the strict guardians of public morals in Zurich became aware of the Bündner beauty monarchy. The demand from the city for minstrel-like looking Graubünden noblemen and women grew almost immeasurably. Her Majesty Queen Biba and her palace ladies therefore decided to reside in Zurich from then on.
The fairy tale's secret of success:
A court ball had just been announced, to be held in the time-honored Giesserei in Zurich-Oerlikon. And as if on cue, all of Zurich's single young men, shortlist author included, trooped to the Kastell on Birchstrasse to sing to and beguile the ladies from the distant canton.
We were even told that envoys from unknown and distant empires had been seen at the festival. The Sultan of Baghdad had sent his envoy Emir Baur to the festival, the Emperor of China even sent his deputy.
The epilogue of the fairy tale:
This is exactly how Biba's princesses and princes came to the banks of the Limmat...and if they haven't died, you can still book them today. Whoever believes is blessed!
BEAT FRITSCH
can't drive - and he shares this characteristic with WHS owner Reini Weber or Advertiser of the Year Markus Ruf. Because he never took the driving test! But since he only earns a fraction of the income of the advertising stars as a shortlist author, he couldn't afford his dream car anyway. All the more reason for him to sit on the hood of the Porsche 911, which belongs to the notorious party animal Emanuele N., who expressly forbade his name from being mentioned. The beauties on the hood of the luxury car belong to the Biba Models agency.
We can find out who does admirable advertising and is rightly admired for it - or who tells fairy tales - at various events on the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or get in touch (info@werbewoche .ch). Event tips and further shortlist images are available online at www.werbewoche.ch
