Martin Spillmann
Jury president of the Electronic Publishing category
Jury President of the Electronic Publishing categoryJury President of the Electronic Publishing category
What is so groundbreaking about the Kuoni campaign that it won gold?
It is one of the few major campaigns in which a major client has the courage to make an astonishing advertising promise and implement it in a way that is not industry-generic.
Why was no gold awarded in your category?
Spillmann: Because none of the three silver works clearly stood out.
How do you rate the level in your category? Do you see any new trends?
Spillmann: In the Electronic Publishing category, the design is becoming more and more professional and the animation more and more amazing. However, I suspect that many very good works from this area were not even submitted because not everyone knows that the ADC also awards prizes in this category.
How is the quality of this advertising vintage in general?
Spillmann: It had fewer individual ads, fewer gimmicks. And instead more series based on a solid strategy and a surprising idea.
Which works could have a chance at the Cannes Festival?
Spillmann: Ideas with a never-before-seen visual have a chance: Open Systems, Opera House Nutcracker, Hakle Waage. The Kuoni campaign has also won several international awards because it dramatizes the strong consumer benefit in a completely amazing way.
What did you pay particular attention to during the evaluation?
Spillmann: On the one hand, a piece of work is evaluated by the advertiser: "Does the work have a good idea? Are the words, image, design, etc. convincing?" And on the other hand, the work is evaluated by the consumer: "Do I like looking at this work? And what do I get out of it as a consumer?"
The ADC is 25 years old: is that why you are setting the bar even higher than usual?
Spillmann: No.
What is so groundbreaking about the Kuoni campaign that it won gold?
It is one of the few major campaigns in which a major client has the courage to make an astonishing advertising promise and implement it in a way that is not industry-generic.
Why was no gold awarded in your category?
Spillmann: Because none of the three silver works clearly stood out.
How do you rate the level in your category? Do you see any new trends?
Spillmann: In the Electronic Publishing category, the design is becoming more and more professional and the animation more and more amazing. However, I suspect that many very good works from this area were not even submitted because not everyone knows that the ADC also awards prizes in this category.
How is the quality of this advertising vintage in general?
Spillmann: It had fewer individual ads, fewer gimmicks. And instead more series based on a solid strategy and a surprising idea.
Which works could have a chance at the Cannes Festival?
Spillmann: Ideas with a never-before-seen visual have a chance: Open Systems, Opera House Nutcracker, Hakle Waage. The Kuoni campaign has also won several international awards because it dramatizes the strong consumer benefit in a completely amazing way.
What did you pay particular attention to during the evaluation?
Spillmann: On the one hand, a piece of work is evaluated by the advertiser: "Does the work have a good idea? Are the words, image, design, etc. convincing?" And on the other hand, the work is evaluated by the consumer: "Do I like looking at this work? And what do I get out of it as a consumer?"
The ADC is 25 years old: is that why you are setting the bar even higher than usual?
Spillmann: No.
