When an industry event takes place outside in January, it's yard party time. Because host APG/SGA, the leading provider of outdoor advertising in Switzerland, has been turning winter into a meeting place for two decades: shoulder to shoulder, conversations, reunions and new contacts happen almost automatically.

A particularly nice touch: APG employees themselves are behind the counter. There is hot punch, coffee, wine and beer - plus doughnuts with extra jam, the legendary slim "Wiediker" from the grill and, of course, raclette. The photo booth, which was in constant use again this year, makes for lots of smiling faces.

The m&k outdoor reporter team mingled with the people and asked: What do the guests particularly appreciate about outdoor advertising - and what does the Hoffest mean to them? The result is a colorful mix of statements that shows: This industry not only seems weatherproof, but also surprisingly confident. The soundtrack is provided - quite incidentally and thankfully - by a man with a hand organ, who plays "Steinerchilbi", a fitting piece of Swiss festival culture, in the video.