ADC "Evergreen": Honoring two great campaigns
On Saturday, the ADC's new "Evergreen" cubes were awarded for the first time. The award is valued - like gold - at seven points. Ruf Lanz and Wirz were allowed to accept them.
Unlike the "conventional" ADC cubes, the "Evergreen" award stands not for individual creative ideas but for creative consistency over a longer period of time. A campaign must be based on the same central idea for at least three years and deliver correspondingly successful results in order to receive the new award. The agencies Ruf Lanz and Wirz were the first to receive the dice for the campaigns Die Mobiliar and VBZ. Both campaigns have been running successfully for years, are anchored in people's minds and have left a lasting mark on the client's image.
"Not so pleased since the first cube".
The VBZ campaign "Umsteigen lohnt sich" by Ruf Lanz has been running since 2002 and surprises with new creative ideas every year - in corporate communications, market communications and even in personnel marketing. According to Scope Qualitative Research, the campaign has corrected VBZ's image, which was previously perceived as dusty. Today, VBZ is perceived as a fresh, contemporary company and is regularly voted the most popular municipal institution. The VBZ advertisements are experienced by the public as humorous and innovative - some even collect them. Ruf Lanz accepted the "Evergreen" at the ADC Gala together with VBZ's Head of Corporate Communications, Heinz Vögeli.
Creative Director Markus Ruf's joy is correspondingly great. "Not since I won the first ADC cube in 1989 - the special text prize for a Swatch campaign - have I been so happy about a gold cube," Ruf told Werbewoche.ch. Over ten years of creative consistency, for which he thanks not only all the creatives involved, but also VBZ and its advertising manager Heinz Vögeli - for the "truly fruitful collaboration."
Cross-media damage sketches
The insurance campaign for Die Mobiliar, which has built up great popularity throughout Switzerland with its damage sketches, has been around even longer - 15 years, in fact. The basic concept, which Jean Etienne Aebi invented with the agency Aebi, Strebel in 1998, was then continued by Publicis and is now managed by Wirz, has outlasted three agencies. While at the beginning of the Aebi, Strebel and Publicis era the campaign was mainly played out in advertisements, on posters and on television, from 2005 onwards Wirz increasingly implemented a cross-media approach. In addition to 22 TV commercials, 226 ads and 181 posters (source: Wirz), the company also developed apps for iPhone and iPad or dressed Zurich streetcars with damage sketches. (hae)
