Good start at the Cannes Open
The Keystone and Plakanda/AWI poster competition for young talents is to become a tradition
The Keystone and Plakanda/AWI poster competition for young talent is set to become a traditionBy Andreas Panzeri2400 potential advertising stars have clicked on the competition conditions on the website www.cannes-open.ch, but only a few have implemented a creative idea. However, the quality of the 20 entries encourages Keystone to make the competition a permanent tradition. The winner of this year's premiere was junior AD Marietta Albinus.
Plundering the archive the creative way: more than 10 million images from the collected treasure trove of the Keystone photo agency could be used and altered as desired to create a poster. All graphic designers, copywriters, ADs or CDs up to the age of 30 were eligible to take part in this new Cannes Open competition. The winning team received a poster sponsored by Plakanda/AWI as well as an "educational trip" to Cannes, including participation in the competition of international stars there.
Just like a real job
in an advertising agency
"It's a shame that so few have followed through with their ideas. I know many more young talents. They probably forgot about the competition, which was announced back in December, in the everyday hustle and bustle of their agencies," lamented jury member Markus Ruf.
In fact, the yield of 20 submissions from more than 2,400 interested parties who, following a call for tenders in AdvertisingWeek, were able to meet the conditions on
The competition was ultimately a little short on entries, according to the website www.cannes-open.ch. One possible inhibition threshold was probably the fact that the competition participants were not allowed to submit posters with purely imaginative ideas, but only concepts for actually existing products.
And these creative solutions also had to be approved by the real "customers", even if the products were only advertised in appearance. "These conditions make the competition very realistic. The young talents also have to learn how to sell their ideas," said jury member Matthias Freuler.
In a first round, the four-member jury, which included the Advertiser of the Year 2000 Markus Ruf and Wirz CD Matthias Freuler as well as Daniel Comte, CD at McCann-Erickson, and the freelance AD Simone Fennel, rated all the ideas submitted with spontaneous scores between 1 and 5. The resulting shortlist was then discussed at some length. The aim was to select a winning poster that could also attract positive attention in the competition under the international conditions of Cannes.
Of course, in the course of the dynamic group discussion - which always occurs in creative competitions of this kind - the jury came up with various winners at short notice. Nevertheless, they were soon able to unanimously agree on "More Hair" by Marietta Albinus. "You can see that someone started with a clear brief and then looked for the best pictures to go with it," said Daniel Comte.
In the case of other, equally witty ideas, the jury suspected that an eye-catching image was available first and only then did a suitable idea have to be constructed. They also praised the fact that the image for the "More Hair" or "Lust auf mehr Mähne" poster was not just used 1:1, but was visibly creatively edited.
For Simone Fennel, however, it was too visible, as this alienation could have been a little more professional for her taste. "Such image montages have to look completely real. Here it still looks too cut out," she said. Matthias Freuler promised that Wirz Werbung, where the winner Marietta Albinus works as a junior AD, would therefore slightly revise the design before leaving for Cannes. After the judging, Wirz's CD testified that he had known nothing about his employees' participation. Accordingly, he kept a low profile during the discussion of the works.
Archive images enjoy increasing demand
According to CEO Walter Grolimund, Keystone, which is increasingly including general subjects in its collection alongside current photos, has noticed a growing trend for archive images in advertising. Many art directors are working with existing images, especially for initial presentations of their ideas. Depending on the budget, the selected layouts are then photographed again or altered using the computer with increasingly sophisticated effects.
Grolimund also expects demand for his archive to grow with the development of websites. "There is a huge demand for images here, and we have a wide variety of rights at Keystone," says the administrator of Switzerland's largest image archive.
If you want to work with Keystone professionally, you can search freely in the archive via the Internet for a monthly subscription fee of CHF 50. Those with occasional needs can get advice accordingly. In addition to promoting talent, an important aim of the Cannes Open competition was to make advertisers aware of these opportunities. The creative and organizational support for the campaign was provided by the Honegger von Matt agency under CD Daniel Meier.
The award-winning works can be found on the website www.cannes-open.ch.
Shortlist
Plundering the archive the creative way: more than 10 million images from the collected treasure trove of the Keystone photo agency could be used and altered as desired to create a poster. All graphic designers, copywriters, ADs or CDs up to the age of 30 were eligible to take part in this new Cannes Open competition. The winning team received a poster sponsored by Plakanda/AWI as well as an "educational trip" to Cannes, including participation in the competition of international stars there.
Just like a real job
in an advertising agency
"It's a shame that so few have followed through with their ideas. I know many more young talents. They probably forgot about the competition, which was announced back in December, in the everyday hustle and bustle of their agencies," lamented jury member Markus Ruf.
In fact, the yield of 20 submissions from more than 2,400 interested parties who, following a call for tenders in AdvertisingWeek, were able to meet the conditions on
The competition was ultimately a little short on entries, according to the website www.cannes-open.ch. One possible inhibition threshold was probably the fact that the competition participants were not allowed to submit posters with purely imaginative ideas, but only concepts for actually existing products.
And these creative solutions also had to be approved by the real "customers", even if the products were only advertised in appearance. "These conditions make the competition very realistic. The young talents also have to learn how to sell their ideas," said jury member Matthias Freuler.
In a first round, the four-member jury, which included the Advertiser of the Year 2000 Markus Ruf and Wirz CD Matthias Freuler as well as Daniel Comte, CD at McCann-Erickson, and the freelance AD Simone Fennel, rated all the ideas submitted with spontaneous scores between 1 and 5. The resulting shortlist was then discussed at some length. The aim was to select a winning poster that could also attract positive attention in the competition under the international conditions of Cannes.
Of course, in the course of the dynamic group discussion - which always occurs in creative competitions of this kind - the jury came up with various winners at short notice. Nevertheless, they were soon able to unanimously agree on "More Hair" by Marietta Albinus. "You can see that someone started with a clear brief and then looked for the best pictures to go with it," said Daniel Comte.
In the case of other, equally witty ideas, the jury suspected that an eye-catching image was available first and only then did a suitable idea have to be constructed. They also praised the fact that the image for the "More Hair" or "Lust auf mehr Mähne" poster was not just used 1:1, but was visibly creatively edited.
For Simone Fennel, however, it was too visible, as this alienation could have been a little more professional for her taste. "Such image montages have to look completely real. Here it still looks too cut out," she said. Matthias Freuler promised that Wirz Werbung, where the winner Marietta Albinus works as a junior AD, would therefore slightly revise the design before leaving for Cannes. After the judging, Wirz's CD testified that he had known nothing about his employees' participation. Accordingly, he kept a low profile during the discussion of the works.
Archive images enjoy increasing demand
According to CEO Walter Grolimund, Keystone, which is increasingly including general subjects in its collection alongside current photos, has noticed a growing trend for archive images in advertising. Many art directors are working with existing images, especially for initial presentations of their ideas. Depending on the budget, the selected layouts are then photographed again or altered using the computer with increasingly sophisticated effects.
Grolimund also expects demand for his archive to grow with the development of websites. "There is a huge demand for images here, and we have a wide variety of rights at Keystone," says the administrator of Switzerland's largest image archive.
If you want to work with Keystone professionally, you can search freely in the archive via the Internet for a monthly subscription fee of CHF 50. Those with occasional needs can get advice accordingly. In addition to promoting talent, an important aim of the Cannes Open competition was to make advertisers aware of these opportunities. The creative and organizational support for the campaign was provided by the Honegger von Matt agency under CD Daniel Meier.
The award-winning works can be found on the website www.cannes-open.ch.
Shortlist
The jury, consisting of Daniel Comte (CD McCann-Erickson), Matthias Freuler (CD Wirz Werbung), Simone Fennel (freelance AD) and Markus Ruf (freelance concept designer), selected five works for the shortlist.
Boarders Know No Borders
Team: Schwarzmaler
Client: Eleven, Zurich
AD: Dominique Wittwer
Text: Thomas Mischler
Pupil with a red ear
Team: Alda
Client: Lernstudio, Zurich
AD: Alan Castioni
Text: Daniel Etzel
Kebab campaign
Team: Moll-Schmid
Client: Nova Bar, Zurich
AD: Denise Moll
Text: Lukas Schmid
Beautiful Life
Team: Albinus
Client: Intercoiffure Eveline Morf, Zurich
AD/Text: Marietta Albinus
Sugo
Team: Rubinick
Client: Rest. Michelangelo, Zurich
AD/Text: Grischa Rubinick
