Jean Etienne Aebi
ADC President, without voting rights at the gold judging
ADC President, without voting rights at the gold judgingThe Kuoni campaign outshone all others. What is so groundbreaking about it? Multimedia and stoppers tailored to the location of the placement, all leading concisely to the punch line.
What about the quality of this advertising year in general?
Aebi: Good to very good - except for everything that is not good to bad.
Which works could have a chance at the Cannes Festival?
Aebi: All gold winners. Plus the one or two that were mistaken for bronze. (No judging gives the pure truth).
What was the main focus of the evaluation?
Aebi: The idea. The idea. The idea. And its implementation.
The ADC turned 25 years old: Is that why the jury set the evaluation bar even higher than usual?
Aebi: No. But the mode was completely different. Instead of seven jurors, 20 discussed a category and assessed each campaign individually with marks. Without friendliness between colleagues and therefore perhaps tougher after all.
Are you satisfied with the jury?
Aebi: On the whole, the right thing was rewarded with silver and gold. A little too few advertising dimensions that break patterns. Even the ADC is not immune to thinking in familiar classic formats and solutions.
What about the quality of this advertising year in general?
Aebi: Good to very good - except for everything that is not good to bad.
Which works could have a chance at the Cannes Festival?
Aebi: All gold winners. Plus the one or two that were mistaken for bronze. (No judging gives the pure truth).
What was the main focus of the evaluation?
Aebi: The idea. The idea. The idea. And its implementation.
The ADC turned 25 years old: Is that why the jury set the evaluation bar even higher than usual?
Aebi: No. But the mode was completely different. Instead of seven jurors, 20 discussed a category and assessed each campaign individually with marks. Without friendliness between colleagues and therefore perhaps tougher after all.
Are you satisfied with the jury?
Aebi: On the whole, the right thing was rewarded with silver and gold. A little too few advertising dimensions that break patterns. Even the ADC is not immune to thinking in familiar classic formats and solutions.
