Who can travel to Cannes?

Promoting young talent The creative school of the
ADC/BSW has invited the Young Creatives to a warm-up event for the
Who is younger than 28 and wants to compete around the world?
fly to the World Advertising Championships in Cannes on June 18? The
Creative School of the ADC/BSW organized in co-production with Keystone,
Cinecom and Werbewoche are once again holding a "Young Creatives" competition. In
This competition is about using photos from the image archive of
Keystone to design a poster. The theme this year
is: "Safety for children in road traffic". We are looking for
U28 two-person teams with creatives who were both born after June 24, 1977
are. The works must be submitted by April 27. The
A jury of prominent names from the Swiss advertising scene then selects five
Teams, which include a flight, hotel and festival visit in Cannes
win

The gold team will also represent Switzerland at the festival in the
international "Young Creatives Competition". Anyone under the age of 23
is also eligible for a special prize for a course at the renowned
Roger Hatchuel Lions Academy in Cannes. For the design of the posters, the Keystone agency for the "Young
Creatives" free access to over 1.5 million stock images. More
Information and the detailed briefing can be found at www.kreativschule.ch.
find

Torture yourself for Cannes!
Because briefings in themselves "are not exciting" and "that's what matters,
what you make of it," says Hans Tanner from the creative school.
organizers last week for a seminar on the premises of Keystone
invited. Old hand Jean Etienne Aebi - for the afternoon with the youngsters
just released from a two-week fasting cure - has given the
Young talent in a witty analysis of good and bad advertising
"Walking the tightrope between a brilliant and idiotic idea"
tried. The second guru to speak was Amir Kassaei, Creative Director DDB-Groupe
Germany, on the topic of "Cannes, the international standard". Both presentations were gratefully received by the young creative talents with long
received with sustained applause. For Walter Merz, Managing Director of the
BSW, it was therefore clear that such events should be organized by the
creative school should be offered more frequently.

The struggle against shit
"There is a constant, highly intelligent discussion and argument as to why
something is not wrong," Jean Etienne Aebi stated right at the beginning.
of his workshop. In the following, he used around 200
advertisements and many film contributions from all over the world that despite this
However, despite the fact that many ideas can still go wrong.
"Watching global advertising is better than any theory," said
he. Aebi therefore deliberately "did not want to give any tips for Cannes". One
Checklists only help with the work of the untalented. Every real
Creative people should therefore find their own way to the Côte d'Azur.
discover

As a grid for this search, however, Aebi provided a list of
misunderstandings. "Customers are stupid", for example, means
This was such a false premise for him. Although Aebi showed at a
spot block from German private television that the advertising of certain
customers actually seems like "senseless everyday terror", where one
is not surprised why people refuse. But it is "the
The inability of us makers to convince the customer of a better
teach". Anyone who believes that the best creatives should be the worst
Being a salesperson "needs to think seriously about your job".

However, he or she must not fall prey to the misconception that "advertising is
information". According to Aebi, this was the case in the early days of advertising
announced. At that time, it only had to be announced that there was still a
unknown product. Things became more complicated when several similar
products have come onto the market. In history, the
Advertising of the second kind with its suggestion. "Clothes
They don't just dress people, they make people."

However, this "emotional added value" also only works as long as there is
there are not countless products with the same purpose. Since
the supply is massive, it is no longer enough to refer to the
the right message. "It needs the right staging
to it." Or: All detergents promise to wash white. But who
best stage this message?

Jean Etienne Aebi presented the Young Creatives with the following at the end of the course
but still gave us a recommendation on the way to Cannes: Advertising
should get to the point - without making it. And that should
This also applies to this summary of the workshop. 
 

Andreas Panzeri