The end of the thirty-second spot

... has certainly not arrived with this year's ADC competition. But non-traditional advertising is gaining in clout and its creators in self-assurance.

Twelve brilliant communicative achievements were awarded gold medals as the best German creative work of the year at the 2006 Art Directors Club (ADC) competition in Berlin. Thirty-three entries captured silver and 100 bronze. The winners of gold come from the categories Photography, Media, TV Spots, Cinema Advertising Films, Editorial, Digital Media, Spatial Communication and Events. "The strong presence of non-classical disciplines underscores our contest's new look," Michael Preiswerk, spokesman of the ADC board, was pleased to report. In the past three years special disciplines have been beefed up successfully at the ADC and help increasingly broaden the creative club's base. Preiswerk interpreted the outstanding performance of these disciplines as clear proof that they have placed themselves on an equal footing with the classics in the communication canon. That three of the outstanding gold medallists alone came from the Spatial Communication and Events categories shows how confidently these disciplines are now maintaining their position in the corporate advertising and communications mix. Only a few years ago no one would have put their money on classical trade fairs being part of the show. Ahead of the award presentation, Preiswerk stated that at a time when budgets are tight, big companies are also seeking new ways of addressing clients. This is working in no small measure to the benefit of "classical" exhibition appearances, which have now gone way beyond pure-play product presentation on a few square metres.
Roland Lambrette, chairman of the Spatial Communication Jury, joined in the praise: "The quality of this year's work was remarkably high-calibre. The category features a broad spectrum of working methods. Interdisciplinary and holistic concepts are developed here. Equally wide is the thematic range between commercial, product-related ideas like the O2 exhibition stand and the treatment of historically sensitive subjects such as creative design of the Sachsenhausen memorial site. The designs submitted are without question internationally competitive." But generally speaking the jury would like to see more culturally relevant work, more brand architecture, more retail-focused designs, Lambrette added. The two gold medallists, O2 and the Sachsenhausen memorial, demonstrated the linkage between communication and architecture and the breadth of content of the Spatial Communication category.
In contrast Matthias Kindler, chairman of the Events Category, was disappointed with the "lack of bold vision across the board". However, he said that the many off-the-shelf concepts devoid of ambition had contrasted with a few creative highlights worth their Nail awards. "These are tough as nails, and the entries behind them earned international kudos, so it's not surprising that the winners were chosen virtually unanimously." In the Events section the only Gold Nail went to the VW Fox Launch "Project Fox" from Hamburg-based agency eventlabs on behalf of Volkswagen AG Group Communications. "Deserving of special mention is the Brockhaus press and public event for the Book Fair ‘Das Wissen der Welt - Sprechoper für 30 + 1 Stimme’ by Milla & Partner/BBDO Campaign. Innovative, emotionally powerful: we were glad to award it ADC Silver," Kindler continued.
Another 247 distinctions were presented. The Creative Jury consisting of 279 jurors had scrutinised more than 6,400 exhibits before making their choice. The trophies in the form of nails wrought in precious metals were handed out in Berlin's Tempodrom. Jury Chairman Michael Conrad: "Innovative strategies, fresh ideas and excellence of execution lend the ADC Gold 2006 special brilliance." The title ADC Grand Prix, which could have been awarded for the first time again in years at the current "creative Oscars", was not conferred after all. This was because the twelve entries that won gold and thus qualified for the title were all so outstanding that no "winner of winners" stood head and shoulders above the others. "Each entry is coherent and spectacular in itself. A Grand Prix would have reduced the individual gold prizes carat count," Conrad said. The board of jury chairpersons therefore opted for the possibility of declining to nominate an absolute winner. "At this competition we experienced grandiose idea input," Michael Preiswerk stated. "This convincing body of work should embolden members of the German advertising profession to depart from trodden paths," Michael Conrad continued. "The ADC winners underscore their ability to find ever-new and out-of-the-box solutions, even for complicated communication assignments."
The new Integrated Campaigns category introduced for the 2006 ADC competition was conspicuous for the number of entries at its very first appearance, 476 in all; but in terms of quality it is still in its infancy. No medals could therefore be awarded. But that's no reason for the ADC to give up. Preiswerk: "We’ve paved the right way. Now we’re calling on creative entrants to move up a gear. We are supporting this process with continuity. Integrated campaigns are the supreme discipline of the future." A grand design, implemented in several parallel communicative areas, is what industry needs, Conrad added.

m+a report Nr.3 / 2006 vom 28.04.2006
m+a report vom 28. April 2006