"It was impressive to see how relaxed our youngsters were in dealing with the demanding Cailler briefing," said Philipp Skrabal, ADC board member and main organiser of the event. Around one hundred and twenty young talents took up this year's challenge in teams of two in order to win a place in Cannes as well as the coveted trophy. Cornelia Brechbühl from sponsor Cailler was also delighted: "The variety of ideas was remarkable. Our commitment paid off, even if not all the winning entries were equally in keeping with the brand. After all, it's primarily about talent and less about market-ready solutions". The somewhat macabre winning entry in the Film Brechbühl category, for example, was less convincing - the jury, on the other hand, appreciated the successful implementation and the spot caused loud amusement among the audience present. The film showed a deceased woman who once again gleefully expressed the "extra long aftertaste" of chocolate.
The renowned creative competition was held for the sixth time, and the winners of the Film, Outdoor and Cyber categories will once again travel to Cannes for the Young Lions Competition in 2013 to officially represent Switzerland. "Interestingly, three of the six future Cannes participants were already among the winners of our competition in 2011. This also gives us hope for the Young Lions", comments jury president Dominik Oberwiler on their chances in the international competition. In addition to the four coveted trophies of the ADC Young Creatives Award, there was also the special prize of 2,500 Swiss francs for creative mobile applications, sponsored by the Goldbach Group.
A new feature of this year's event was the partnership with the youth channel Joiz, which gave the competition a special broadcast on 7 November. one-hour "Livingroom" edition dedicated. The award ceremony was also broadcast by Joiz TV. Alexandra Maurer, presenter and editor at Joiz, provided the entertaining and charming moderation at the Mascotte. Impressions of the award ceremony can be found in the fifth article of the "Noiz" broadcast of 15 November to see. In the upcoming print issue of Werbewoche, Philipp Skrabal, Executive Creative Director and co-owner of the Wirz agency, comments on the competition. (hae)
The winners of the Film category:
Jumana Issa, Joelle Hauser
The winning film shows that the pleasurable aftertaste of chocolate lingers on the tongue for a long time - even beyond death.
The winners of the Outdoor category:
Johannes Dörig, Susanna Gonzàlez
The winning duo convinced the jury with their "Create Emotions" campaign, in which "sentient posters" use a complex technical process to display personalized subjects and chocolate varieties to consumers that match their individual moods. This is collected in advance and later assigned by facial recognition.
The winners in the Cyber category:
Niels Schäfer, Pedro Moosmann
Schäfer and Moosmann created the "Cailler Schoggi Index", which links the price of chocolate to the SMI. In this way, Cailler is also intended to provide comfort in economically difficult times.
The winners of the Alternative Media category:
Nicolas Brivio, Daniel Schmid
The "Olga's Milk" campaign lets Cailler become a milk producer. Designer bottles bearing the names of the respective cows allude to the fact that the chocolate producer only uses milk from animals from the Gruyére region, where the factory is located.
The winners of the Goldbach Group special award "Mobile":
Gaël Tran, Jérémie Braun
With a milk jug app, consumers use GPS to transport milk to Cailler sales outlets, where they are rewarded. They are not allowed to spill a drop. Tran and Braun have visualised the idea, which is intended to emphasise that Cailler is the only chocolate manufacturer to use real milk, with a convincing advertising film.