Balm on the wounds of the soul
Advico Young & Rubicam hat für Médecins sans Frontières die Kampagne des Jahres gestaltet
Advico Young & Rubicam designed the campaign of the year for Médecins sans FrontièresBy Andreas PanzerThe stirring idea did not miss its effect: Médecins Sans Frontières received the most votes for the campaign of the year with the scar subjects by Advico Young & Rubicam (AY&R). The Orange campaign by Euro RSCG Partner and the Fam. Müller agency with its advertising for Escolette share second place.
The shock was twofold: It was not only the scars as signs and letters that Médecins Sans Frontières used to get their message across to the public that shook things up. The experts were also briefly irritated by the fact that in Cannes in 2000, a thoroughly confusable advertisement by Madrid-based McCann-Erickson had been awarded the Golden Lion.
"The sewing stuff didn't come from Madrid," WerbeWoche was allowed to reassure, however, after the organization Médecins Sans Frontières had flawlessly confirmed that Advico Young & Rubicam was the first agency to have its original idea for the scar campaign approved as early as December 6, 1999, while McCann-Erickson, Madrid, was only able to get the later award-winning subject matter approved on
March 21 had presented to the Spanish section of the internationally helpful doctors.
But even if the creatives of Advico Young & Rubicam in Gockhausen can now be happy about the award of the WerbeWoche readers for the best campaign of the year as a consolation for the prize they actually deserved in Cannes - more important than vain prizes honors the communication specialists in this matter but the effect with which ultimately the message of the Médecins has been brought to the people in the meantime.
Plastic surgery for
successful promotion
"Courageous and stirring," was the verdict of the public on a website set up by Médecins Sans Frontières specifically for a discussion around this campaign. "Most of the reactions were positive. Those who were shocked found it meaningful in the end," is how Stephan Müller, responsible for fundraising in German-speaking Switzerland for the aid organization, which was awarded the Nobel Peace Prize in 1999, sums up the feedback on the campaign.
The 2000 appearance consists of seven advertisements, a television and cinema spot, and Internet banners. Creative director Martin Spillmann and consultant Isabella Büeler of AY&R successfully engaged to run the broadly placed campaign proudly through a wide variety of nonprofit budgets of all parties involved.
For the design of the scars, which according to AD Denis Schwarz were intended to strike a symbolic style between repulsion and touching, make-up artist Anne-Rose Schwab, under the guidance of a doctor, cut wounds into the silicone impressions from the skin of real people and sewed them back together.
For the tongue, which no model could hold still enough for a cast, medical objects from the moulage collection of the dermatological university clinic in Zurich were used for modeling. Texter Jürg Brechtbühl added the sentence: "Médecins Sans Frontières: Informs even when others remain silent" to this tongue, which was cut off and sewn back together.
Continuity ensured Orange
the second place
"The Winner is Orange," was the slogan a year ago, when Euro RSCG's work for the mobile operator won WerbeWoche's inaugural Campaign of the Year. Now, Euro RSCG Partner has again landed among the top three best campaigns with the same client - but this time, client and agency have to share the honor of second place with the Zurich agency Fam. Müller.
After the almost esoteric spot from the desert a year ago, Orange followed up with a beautifully sparse film from Arctic Greenland. The motto for the campaign was probably inspired by the English proverb "Never change a winning team. Translated into the advertising idiom, it would then read as follows
"Never forget a good idea".
The agency was allowed to continue its work for Orange Switzerland, even though Orange International shifted its account away from WCRS, London, whose Havas network includes Euro, to Lowe Lintas & Partners following its merger with France-Télécom.
The thus exclusively for the Swiss market conceived spot and print campaign did not want to provoke a style break, as Group Account Head Dennis Flad explains with euro RSCG partner, because the portable radio operator Orange is to be able to count with the obviously also with the specialists among the readers of the advertising week well received advertisement further on a successful continuity.
Wit and trends provided votes for the youngsters
Young is the target audience - and therefore the subjects for "affengeile Ferien" with the subsidiary Escolette from the Hotelplan Group should also be trendy and cheeky. The witty campaign was created by the Müller family. The creative family of three and their freelancers also won second place among WerbeWoche readers with their humorous ideas.
A freaky gorilla cinema spot, a target-group-specific website with a video game, and magazine-style travel catalogs titled "The Beach" or "The City" make up the original advertising media.
What is particularly clever here is the idea of how a functioning community is built up in all these media with the inclusion of youthful comic characters as teen codes. It's also original how the members of the Fam. Müller agency have been involved in the realization as main characters at the same time.
In the vote of WerbeWoche readers, the campaigns presented in 2000 did not exactly go down without a sound bite: By narrow margins, the three ranked advertising campaigns relegated the campaigns for Heineken, Passugger and Tibits to the other ranks.
The shock was twofold: It was not only the scars as signs and letters that Médecins Sans Frontières used to get their message across to the public that shook things up. The experts were also briefly irritated by the fact that in Cannes in 2000, a thoroughly confusable advertisement by Madrid-based McCann-Erickson had been awarded the Golden Lion.
"The sewing stuff didn't come from Madrid," WerbeWoche was allowed to reassure, however, after the organization Médecins Sans Frontières had flawlessly confirmed that Advico Young & Rubicam was the first agency to have its original idea for the scar campaign approved as early as December 6, 1999, while McCann-Erickson, Madrid, was only able to get the later award-winning subject matter approved on
March 21 had presented to the Spanish section of the internationally helpful doctors.
But even if the creatives of Advico Young & Rubicam in Gockhausen can now be happy about the award of the WerbeWoche readers for the best campaign of the year as a consolation for the prize they actually deserved in Cannes - more important than vain prizes honors the communication specialists in this matter but the effect with which ultimately the message of the Médecins has been brought to the people in the meantime.
Plastic surgery for
successful promotion
"Courageous and stirring," was the verdict of the public on a website set up by Médecins Sans Frontières specifically for a discussion around this campaign. "Most of the reactions were positive. Those who were shocked found it meaningful in the end," is how Stephan Müller, responsible for fundraising in German-speaking Switzerland for the aid organization, which was awarded the Nobel Peace Prize in 1999, sums up the feedback on the campaign.
The 2000 appearance consists of seven advertisements, a television and cinema spot, and Internet banners. Creative director Martin Spillmann and consultant Isabella Büeler of AY&R successfully engaged to run the broadly placed campaign proudly through a wide variety of nonprofit budgets of all parties involved.
For the design of the scars, which according to AD Denis Schwarz were intended to strike a symbolic style between repulsion and touching, make-up artist Anne-Rose Schwab, under the guidance of a doctor, cut wounds into the silicone impressions from the skin of real people and sewed them back together.
For the tongue, which no model could hold still enough for a cast, medical objects from the moulage collection of the dermatological university clinic in Zurich were used for modeling. Texter Jürg Brechtbühl added the sentence: "Médecins Sans Frontières: Informs even when others remain silent" to this tongue, which was cut off and sewn back together.
Continuity ensured Orange
the second place
"The Winner is Orange," was the slogan a year ago, when Euro RSCG's work for the mobile operator won WerbeWoche's inaugural Campaign of the Year. Now, Euro RSCG Partner has again landed among the top three best campaigns with the same client - but this time, client and agency have to share the honor of second place with the Zurich agency Fam. Müller.
After the almost esoteric spot from the desert a year ago, Orange followed up with a beautifully sparse film from Arctic Greenland. The motto for the campaign was probably inspired by the English proverb "Never change a winning team. Translated into the advertising idiom, it would then read as follows
"Never forget a good idea".
The agency was allowed to continue its work for Orange Switzerland, even though Orange International shifted its account away from WCRS, London, whose Havas network includes Euro, to Lowe Lintas & Partners following its merger with France-Télécom.
The thus exclusively for the Swiss market conceived spot and print campaign did not want to provoke a style break, as Group Account Head Dennis Flad explains with euro RSCG partner, because the portable radio operator Orange is to be able to count with the obviously also with the specialists among the readers of the advertising week well received advertisement further on a successful continuity.
Wit and trends provided votes for the youngsters
Young is the target audience - and therefore the subjects for "affengeile Ferien" with the subsidiary Escolette from the Hotelplan Group should also be trendy and cheeky. The witty campaign was created by the Müller family. The creative family of three and their freelancers also won second place among WerbeWoche readers with their humorous ideas.
A freaky gorilla cinema spot, a target-group-specific website with a video game, and magazine-style travel catalogs titled "The Beach" or "The City" make up the original advertising media.
What is particularly clever here is the idea of how a functioning community is built up in all these media with the inclusion of youthful comic characters as teen codes. It's also original how the members of the Fam. Müller agency have been involved in the realization as main characters at the same time.
In the vote of WerbeWoche readers, the campaigns presented in 2000 did not exactly go down without a sound bite: By narrow margins, the three ranked advertising campaigns relegated the campaigns for Heineken, Passugger and Tibits to the other ranks.
