Young Lions: These are the Swiss teams

The memories of last year's young talent competition in Cannes are excellent: For the first time, a Swiss two-person team took gold in 2015. Dominique Magnusson and Kevin Zysset, winners of the ADC Young Creatives Awards 2014, sensationally won gold in the "Cyber" category at the Young Lions in Cannes (Werbewoche.ch reported).

This year, ADC Switzerland is once again sending three creative teams of two to Cannes to compete for gold in three of the seven categories: Christian Frei and Oscar Jacobson (Film), Sandy Pfuhl and Edoardo Moruzzi (Cyber), and Emilie Oltramare and Michel Kissling (Print). They qualified by winning the ADC Young Creative Award (Werbewoche.ch reported). In the Young Lions competition, teams have 24 hours to implement an NGO's brief. The works are then evaluated by the jury of the corresponding Cannes Lions category and awarded prizes at the respective awards show.

Werbewoche introduces this year's teams, crosses all available fingers - and of course reports on any successes. (hae)

We are ...
... Christian Frei, 21, Junior Art Director at W4 Marketing, and Oscar Jacobson, also 21, Junior Art Director at Transformer.
"We were able to gain experience of various kinds in small agencies, which now comes out in our teamwork. We share a great passion for illustration, which we also pursue together."

It is important to us that ...
... we don't stop at one point. It's easy to stick with what we're used to, but new challenges bring the necessary variety and help us to develop further.

Our goal is ...
... to give 100 percent in Cannes and to implement our findings from the boot camp at the competition. That's the only way we'll be able to hold our own against the enormous competition.

Werbewoche: What is creativity for you?
Transforming the existing into something new and surprising through different perspectives and combinations. Bringing new approaches into play. Recognizing patterns where for others there is nothing. Our childlike creativity is decreasing more and more because it is suppressed rather than encouraged in our current school system. Yet it is precisely this way of thinking that is essential for creative people: Children are not restricted by norms and expectations, they freely try out new things without restraint and full of curiosity.

Where do you see film and virtual reality in two years?
In two years, VR will be marketable, and this could prove to be as groundbreaking as the advent of the Internet. Film has always been about immersion. Forgetting the world around you. What could be more immersive than virtual reality? While interactive 360° movies are an exciting development, VR seems much more significant at second glance in other areas. Be it as danger-free training for tricky situations, or for overcoming a fear of heights.

We are ...
" ... two from the creation. Art, not text."
Sandy Pfuhl, 28, and Edoardo Moruzzi, 27, both currently Junior Art Directors at Publicis Communications Switzerland.

It is important to us that ...
... we have fun doing what we do. You can only reach people if you create something that convinces you.

Our goal is ...
... to give our best in Cannes. Last year, a good showing was made. Hats off! If we do anywhere near as well, we'll celebrate in a big way.

Werbewoche: What is creativity for you?
The ability to combine things in such a way that something new is created. Things that are ubiquitous will not catch anyone's eye. So it's a matter of finding an unexpected way. We are not artists who want to realize ourselves. In an agency, we have to come up with a solution that takes into account the client, budget, timing and creativity. When thinking up ideas, however, we always keep in mind: exceptions are usually better than the rule.

Where do you see film and virtual reality in two years?
The two topics will probably merge more and more in the long run. After Oculus' first steps, the next ones won't be forever in coming. We'll see. For us, in any case, it will be a big challenge from a professional point of view to use this for advertising. So far, the whole thing is a nice gimmick that serves purely for entertainment. It still lacks the benefit to make it interesting for the masses in terms of advertising.

What is possible with cyber that no other category can?
Cyber opens up a huge spectrum of possibilities for reaching your customers. Whether via an app, a website, social media or augmented reality solutions. A lot is possible through the combination of technology and creativity, which makes it all the more exciting for us. Even small ideas can have a big impact here, and thanks to social media, not only does the brand speak to the customer, but a dialog is created that in many cases is worth more than any billboard.

We are ...
... Michel Kissling, 23, Junior Art Director at TBWA\Zurich and Emilie Oltramare, also 23, Junior Art Director part-time at Mao Communication and Freelance.
"Although we are both from the canton of Neuchâtel, our paths first crossed during our studies in Geneva. This very quickly turned into a close friendship and a very productive working relationship."

It is important to us that ...
... we get up every day with a smile and have fun with our work. But above all: always coming up with new ideas and creations. After all, that's the beauty of this profession.

Our goal is ...
In the short term, we would be overjoyed to bring back an award from Cannes. Of course, we will also be inspired by the creative energy of the festival and be enriched by this unique experience. In any case, we will come back full of vigor and continue to promote well.

Werbewoche: What is creativity for you?
Creativity is a wonderful tool. It allows us to solve the most diverse problems - no matter in which area. But for us, creativity also means creating fresh ideas that move the world. Successful campaigns have proven time and again that this is possible with advertising.

What do you think of interactive posters - can the possibilities be further exploited in the coming years?
We see interactive posters as a promising creative opportunity. Even if the poster is one of the oldest advertising media in the world, that doesn't mean it has to be old-fashioned! Interactive posters add a whole new dimension to the medium, allowing the audience to actively interact with the advertising medium - for example, via social media or very directly via a live stream.

Interviews: Ursina Maurer