"The necessary bit of luck".
Matthias Freuler, CD Wirz Werbung "First-class training course" Mark Stahel, CD Lowe Lintas GGK
Matthias Freuler: The commercial series for Fox Sports with the fictitious, absolutely stupid sports that are commented on by deadly serious TV reporters.
Favorite Swiss spots?
Freuler: Certainly Hakle-"Scheibenwischer", then Winner.ch and "Charlotte", Eschenmoser.
Opportunities for Swiss print?
Freuler: No clear favorite, but some very serious contenders.
How much success is appropriate for Switzerland?
Freuler: In the print sector, I'm expecting around three nominations, and a maximum of five for the commercials. Of course, it would be nice if one or two nominations turned into an award.
When did Switzerland become a province?
Freuler: At the latest when we are neck-and-neck with the Austrians in not winning awards, we would definitely have to be described as an advertising province. We will inevitably always lag behind the big players, but the most important thing is that the gap doesn't get any bigger.
Personal significance of Cannes?
Freuler: Cannes has always been the most important competition for commercials. Winning bronze, silver or gold in this tough competition is the highest accolade. But Cannes has now also conquered a top position in the print sector. Even if you were only to see the print works in Cannes, the trip there would already be worthwhile.
Your best experience?
Freuler: Winning the Gold Lion for Lovely playing soccer, personally presented by John Hegarty.
In Cannes you win above all if... Freuler: ...firstly you have an excellent idea, secondly you stage it perfectly, thirdly you can count on a good lobby and fourthly you have a little bit of luck.
"First-class further training course"
Mark Stahel, CD Lowe Lintas GGK
Best international spot?
Mark Stahel: The continuation of the Budweiser commercial series "Wassup?".
Swiss with opportunities?
Stahel: The Hakle "windshield wiper" commercial. Everyone on the jury will get their hands wet. If it doesn't win anything, you can call me Martin Spillmann.
How many awards and shortlist nominations are appropriate for Switzerland?
Stahel: Ten percent of Swiss entries. Although we can be proud if we make it to just over one percent.
create.
When did Switzerland become a province?
Stahel: Sorry, but if you look at the global advertising market, it's clear that Switzerland is at best a small, but very small province in the German-speaking world.
What does Cannes mean to you?
Stahel: First-class training course.
Best experience?
Stahel: When we won a bronze Lion for our client Cash.
Personal resolution this year?
Stahel: Talking to Frank Bodin and other good colleagues about something other than advertising from time to time.
In Cannes, you win above all when...
Stahel: ...you have good work in the race. An extraordinary idea that is understood internationally.
Switzerland already top 20 in quantitative terms
At the 48th festival on the Côte d'Azur, the jury has to judge 19,000 entries from 81 countries. The agencies from Switzerland alone sent a total of 305 entries into the race for the coveted Lions. These submissions are divided into the four categories Film with 74, Press & Poster 205, Cyber Lion 13 and Media with 13 entries. This means that the record number of entries from last year was not matched. "But less can also be more," says Jean-Claude Bruhin, Division Manager Marketing at RMB Switzerland, as the chances of winning are "a question of quality and not quantity". Nevertheless, Switzerland's entries are among the top 20 of all participating countries. The festival runs from June 18 to 23.
The complete lists of Swiss contributions can be downloaded from www.werbewoche.ch/cannes.
