For the “Swiss Poster Award”, the expert jury awarded a total of 19 prizes. The “50 Years of Big Mac” campaign created by TBWA\Zürich for McDonald's Suisse won the ultimate accolade, “Poster of the Year 2018”. 350 invited guests gathered to celebrate the winners at the APG|SGA Poster Night on 7 March 2019, at Halle 622 in Zürich Oerlikon.
50 Years of Big Mac
Client McDonald's Suisse Restaurants Sàrl, Crissier
Creative agency TBWA\Zürich, Zürich
Media agency OMD Schweiz AG, Zürich
Design TBWA\
Text TBWA\
Format F200 (116,5 x 170 cm)
Commercial National Gold 2018 – «50 Years of Big Mac»
2018 saw the 50th anniversary of the Big Mac. We celebrated the fact that it had existed unchanged for 50 years and yet was still successful with 50 uniquely designed posters. For each poster, we replaced the beef patties with words which illustrated the changes that had taken place in all areas during those 50 years and which thus reached all target groups. Just as the Big Mac itself does.
50 Years of Big Mac Client McDonald's Suisse Restaurants Sàrl, Crissier Creative agency TBWA\Zürich, Zürich Media agency OMD Schweiz AG, Zürich Design TBWA\ Text TBWA\ Format F200 (116,5 x 170 cm)
Commercial National Silver 2018 – «OLMA Plakate 2018»
The images were from an experiment in which we looked at the ability to recognize well-known OLMA animal motifs. The idea was to modify their form to allow more room for interpretation.
OLMA Plakate 2018 Client OLMA Messen St. Gallen Creative agency Vitamin 2 AG Media agentcy TKF Design Dominic Rechsteiner Format F12 (268,5 x 128 cm) and F4 (89,5 x 128 cm)
Commercial National Bronze 2018 – «Ex Libris, Mehr Buch fürs Geld»
Ex Libris operates Switzerland's largest online media shop offering 6 million books at low prices. Hence the campaign's pithy message "More book for your money". This is illustrated by strikingly enhanced titles of well-known books. Five new visuals were added in 2018.
Ex Libris «Mehr Buch fürs Geld» Client Ex Libris, Dietikon Creative agency Ruf Lanz, Zurich Media agency the Generation Media, Zurich Design Dave Schellenberg (AD), Danielle Lanz (CD), Markus Ruf (CD) Text Christian Stüdi Format F200 (116,5 x 170 cm)
Commercial National Nomination 2018 – «Migrol Car Wash, Autos wie Ming-Vasen»
Migrol Car Wash uses only washing technology that is gentle on paintwork and the environment. As a stunning illustration of this customer benefit, cars were painted in the style of delicate porcelain Ming vases. The message was clear: we will clean your precious objects with care. The campaign comprised five visuals – ranging from a small car to a sports car and a van.
Migrol Car Wash «Autos wie Ming-Vasen»
Client Migrol Car Wash, Zurich Creative agency Ruf Lanz, Zurich Media agency the Generation Media, Zurich Design Isabelle Hauser (AD), Markus Ruf (CD), Danielle Lanz (CD) Text Markus Ruf Photography Aschmann Klauser Format F12 (268.5 x 128 cm)
Commercial National Nomination 2018 – «SPIELEN STATT GAMEN»
The M-Budget Mobile campaign motivates the Swiss to rethink their smartphone habits – and rewards those who use their phones sparingly.
SPIELEN STATT GAMEN
Client Federation of Migros Cooperatives Creative agency Wirz Communications AG Media agency DYNAMO – Dentsu Aegis Network AG Design Niels Schäfer Text Simon Smit Photography Dan Cermak Format F12 (268.5 x 128 cm)
The WoZ-App campaign uses well-known conservative politicians to advertise the new app for the WOZ weekly newspaper. Even though these politicians are famed for holding opinions that are diametrically opposed to the viewpoints of the WOZ. But that's the point: the new app allows people who don't want others to know that they read the WOZ to read the newspaper. In public, no less.
WoZ-App Client WOZ, die Wochenzeitung (weekly newspaper) Creative agency Leo Burnett Schweiz AG Design Martin Stulz, David Fischer, Ilija Gautschi Text Urs Schrepfer Photography Christian Bobst Format F200 (116.5 x 170 cm)
Commercial Regional Gold 2018 – «Hiltl Prozente für Studis»
Hiltl is the most famous vegetarian restaurant in Switzerland. To enable students to enjoy the healthy fare too, discounts are offered. The campaign makes this point in a surprising and striking manner: with fruit and vegetables organically shaped like percent signs. Three visuals were displayed in locations around higher education establishments.
Hiltl «Prozente für Studis» Client Hiltl, Zurich Creative agency Ruf Lanz, Zurich Design Laura Hofer (AD), Markus Ruf (CD), Danielle Lanz (CD) Text Markus Ruf Photography Laura Hofer Format F200 (116.5 x 170 cm)
The "Everything is connected somehow" concept demonstrates that each and every action of a consumer is directly linked to organic farming. To illustrate this connection, organic products bearing the Bud logo were combined with various representatives from the animal kingdom.
Alles hängt irgendwie zusammen. Client Bio Suisse Creative agency thjnk Zürich Media agency Konnex Design Alexander Jaggy (Creative Managing Director), Pablo Schencke (CD) Text Alexander Jaggy (Creative Managing Director) Illustrator Maurus Zehnder Photography Felix Schregenberger Format F200 (116.5 x 170 cm)
Commercial Regional Bronze 2018 – «Al Mulinetto – The fine art of drinking»
Al Mulinetto is a traditional winery high above Lake Maggiore in the Canton of Ticino. The campaign slogan "The fine art of drinking" advertises the high-quality and limited-edition products with a series of artistic posters.
Al Mulinetto – The fine art of drinking Client Al Mulinetto Creative agency Process Brand Communication Design Niklaus Mettler (AD), Boris Stoll (AD), Jessica Roux (AD), Fabian Bertschinger (CD) Format F4 (89.5 x 128 cm)
Posters have to be striking and achieve their purpose with little text. Unless that rule is broken deliberately to make them interesting. To potential NZZ newspaper readers – in other words, people who like words. We positioned the posters in places where people have time to read, such as bus stops. And rewarded readers with a special offer (and an entertaining read).
Für überdurchschnittliche Leser Client Neue Zürcher Zeitung AG Creative agency Scholz & Friends Schweiz AG Media agency Carat Design Luca Stancheris, Olivier Nowak Text Maira Weidmann, Christian Vosshagen Format F200 (116.5 x 170 cm)
Commercial Regional Nomination 2018 – «Hiltl Ein Stück Zürcher Geschichte»
According to the Guinness World Records, Hiltl was the world's first vegetarian restaurant. It was established by Ambrosius Hiltl in 1898. To mark its 120th anniversary, the campaign looked back at the restaurant's long history – with impressive monuments in the shape of fruit and vegetables. A total of four visuals were used.
Hiltl «Ein Stück Zürcher Geschichte»
Client Hiltl, Zurich Creative agency Ruf Lanz, Zurich Design Isabelle Hauser (AD), Markus Ruf (CD), Danielle Lanz (CD) Text Markus Ruf Photography flaeck (CGI), Aschmann Klauser (image editing) Format Big Poster
Commercial Regional Nomination 2018 – «Hiltl Letztlich steckt in jedem ein Vegetarier»
Zurich's Hiltl is the most famous vegetarian restaurant in Switzerland. Well-known carnivores and their natural prey were used in a humorous way to show that there is a vegetarian inside everyone. The multiple-award-winning campaign was continued in 2018 with four new visuals: a lion, a grizzly bear, a crocodile and a great white shark.
Hiltl «Letztlich steckt in jedem ein Vegetarier»
Client Hiltl, Zurich Creative agency Ruf Lanz, Zurich Design Catherine Martin (AD), Isabelle Hauser (AD), Markus Ruf (CD), Danielle Lanz (CD) Text Markus Ruf Illustrations Catherine Martin Format F12 (268.5 x 128 cm)
Being unable to breathe is a terrifying experience. Over a million people in Switzerland know this feeling because they suffer from respiratory problems such as asthma, COPD or sleep apnoea. To make sure that these people do not have to suffer alone, the Lung League helps to improve their quality of life.
KEINE LUFT Client Swiss Lung League, Berne Creative agency Spinas Civil Voices, Zurich Media agency Spinas Civil Voices, Zurich Design Andrea Reinhart Text Susi Kammergruber Photography Garrigosa Studios, Barcelona Format F12 (268.5 x 128 cm), F200 (116.5 x 170 cm) and F24 (268.5 x 256 cm)
Public Service Silver 2018 – «TIR, Manche Tiere werden wie Müll behandelt»
Tier im Recht (TIR) has been fighting for animal rights laws and a consistent enforcement of these laws for more than 20 years. Great progress has been made during this time. Nevertheless, countless animals in Switzerland still suffer under illegal provisions. The multiple-award-winning campaign features three new visuals painfully portraying animals as trash.
TIR «Manche Tiere werden wie Müll behandelt»
Client Tier im Recht (TIR), Zurich Creative agency Ruf Lanz, Zurich Design Isabelle Hauser (AD), Danielle Lanz (CD), Markus Ruf (CD) Text Markus Ruf Photography/CGI Carioca Studio/Visualeyes International AG, Zurich Format F24 (268.5 x 256 cm)
Public Service Bronze 2018 – «Arbeitgeberkampagne IV-Stellen»
Mental health problems have a major impact on the behaviour of those afflicted and suppress their true personality. Mental health problems are on the rise, particularly in the workplace, and are one of the most common reasons for employees to be on sick leave. SVA Zürich helps to identify such problems early on and offers support in dealing with mental illness.
Arbeitgeberkampagne IV-Stellen Client SVA Zürich Creative agency tbd. Zurich Media agency JBW Media Design Christian Bobst (AD), Sandro Nicotera (AD) Text Tom Seinige (CD) Photography Alexander Khokhlov Format F200 (116.5 x 170 cm)
Public Service Nomination 2018 – «Alle sind gleich. Niemand ist gleicher.»
With the "Everyone is equal. No one is more equal." campaign to raise awareness, Pro Infirmis deliberately distances itself from the clichés of NGO advertising. It aims to evoke a smile instead of tears, while showing people with disabilities as an integral part of society.
Alle sind gleich. Niemand ist gleicher. Client Pro Infirmis Creative agency thjnk Zürich Media agency Konnex Design Alexander Jaggy (Creative Managing Director), Pablo Schencke (CD), Coco Hess (AD) Text Alexander Jaggy (Creative Managing Director) Photographer Julia Baier Format F200 (116.5 x 170 cm
Public Service Nomination 2018 – «VBZ Besetzte Parkhäuser»
The VBZ corporate communications department claims that changing to public transport is worthwhile. Starting in 2001, VBZ and its creative agency Ruf Lanz have been coming up with ever more reasons why. Not by pointing the finger, but in a surprising and entertaining style, never without a touch of humour.
VBZ «Besetzte Parkhäuser»
Client VBZ, Zurich Creative agency Ruf Lanz, Zurich Design Isabelle Hauser (AD), Markus Ruf (CD), Danielle Lanz (CD) Text Markus Ruf Photography Rico Rosenberger, Michèle Aschmann Format F200 (116.5 x 170 cm)
Public Service Nomination 2018 – «Suva Sprint-Treppe»
Walking is an automatic series of movements for most of us. Walking seems harmless. But the reality is unfortunately somewhat different: tripping and falling is the number one cause of accidents in Switzerland. A quarter of all accidents occur on steps or stairs. That is why this visual strikingly illustrates that stairs are not a running track.
Suva «Sprint-Treppe» Client Suva, Lucerne Creative agency Ruf Lanz, Zurich Design Grit Wolany (AD), Markus Ruf (CD), Danielle Lanz (CD) Text Markus Ruf Photography Grit Wolany (CGI) Format Big Poster
A play based on George Orwell's "Animal Farm". The animals suffer from the farmer's exploitation and alcoholism. After the pigs seize power, the other animals become enslaved again. The novel depicts a dystopian worldview, using allegory to demonstrate humankind's inability to deal with power.
Animal Farm Client TOBS Theater Orchester Biel Solothurn, Biel Creative agency Atelier Bundi AG, Boll Design Stephan Bundi Illustration Stephan Bundi Format F4 (89.5 x 128 cm)
Social Design refers to design for and in cooperation with society. The combination of large 3D letters and people portrays this complex topic in a simple and direct style. With over 380 figures, the poster depicts a cross-section of society: old and young, women and men, people working and relaxing.
Social Design Client Museum of Design Zurich Creative agency studio marcus kraft Design Marcus Kraft Format F4 (89.5 x 128 cm)
The Zurich Antiquarian Book Fair was advertised with posters featuring minimalist-style bookshelves and a linear Helvetica typeface. With a touch of humour, the posters claimed that a number of famous persons would also be attending the fair. Not in person, of course, but in spirit – represented by their books.
Antiquariats-Messe Zürich / Meret Oppenheim Client Zurich Antiquarian Book Fair Creative agency Serviceplan Suisse AG Media agency Mediaplus Suisse AG Design Martin Spillmann (CD/AD), Rémy Steinmann (Graphics) Text Martin Spillmann Format F4 (89.5 x 128 cm)
The Roommate. Two women in their late 50s experiment with communal living. "The Roommate" is a play about friendship, isolation, second chances and the consequences of our decisions, as well as the cultural and emotional differences between two women.
The Roommate Client TOBS Theater Orchester Biel Solothurn, Biel Creative agency Atelier Bundi AG, Boll Design Stephan Bundi Illustration Stephan Bundi Format F4 (89.5 x 128 cm)
Culture Nomination 2018 – «Les Fées du Rhin (Die Rheinnixen)»
Les fées du Rhin (The Rhine Nixies). A pacifist opera in which the Rhine Nixies intervene in affairs, silence the fighting and cause love to triumph over violence.
Les fées du Rhin (The Rhine Nixies) Client TOBS Theater Orchester Biel Solothurn, Biel Creative agency Atelier Bundi AG, Boll Design Stephan Bundi Illustration Stephan Bundi Format F4 (89.5 x 128 cm)
The poster provides information on the cultural programme (events, festivals, activities, etc.) offered in the town of Yverdon-les-Bains in the summer – a visual that tops all other sources of information on the events.
LES ÉTÉS D'YVERDON-LES-BAINS Client The town of Yverdon-les-Bains Creative agency Atelier Poisson Design Atelier Poisson Photography Atelier Poisson Format F4 (89.5 x 128 cm)
Out of Home Innovations Gold 2018 – «Happy Scanner – Das erste E-Panel, das glücklich macht»
How can colourful clothing be promoted in winter? Selfnation, Europe's leading online shop for made-to-measure trousers shows how: with the Happy Scanner. This measures the percentage of black in an outfit and offers a discount matching the same percentage on the Selfnation collection. Because colourful clothing is proven to make people happy.
Happy Scanner – Das erste E-Panel, das glücklich macht Client Selfnation/RealLook AG Creative agency Y&R Wunderman Design Swen Morath (CCO), Kevin Zysset, Susanne Weeber (AD), Konstantinos Gkikas, Raphael Grob (Graphics), Marcel Berberich (Head of Technology) Text Anna Leudolph Format ePanel/eBoard
Out of Home Innovations Silver 2018 – «Willkommen im Kanton Schwyz»
With twenty individually designed advertising boards, the Canton of Schwyz presents its tourist highlights in the best light – even at night. Because the visuals change in the dark: when they are caught in the headlights of passing vehicles, an additional layer is revealed.
Reflektierende Tourismuswerbung: Willkommen im Kanton Schwyz Client Office for Economy, Canton of Schwyz Creative agency Clavadetscher Gestaltung für Kultur und Wirtschaft Design Gabriel Andermatt, David Clavadetscher Text Canton of Schwyz, Schwyz Tourism Illustration Gabriel Andermatt, Uwe Stettler Format Big poster, 420 x 325 cm and 295 x 230 cm
Out of Home Innovations Bronze 2018 – «MIGROS greets MIGOS am Open Air Frauenfeld»
In honour of the rappers MIGOS, MIGROS dropped the "R" from its name in lights above the stage during the concert at Open Air Frauenfeld and caused plenty of talk, Instagrammable content and news in 20 Minuten.
MIGROS greets MIGOS am Open Air Frauenfeld Client Migros Creative agency Just Live AG Text Nico Canori Format Name in lights
Out of Home Innovations Nomination 2018 – «Häng dich rein – Costa Rica»
Clinging on was on the agenda at Zurich's main station on 4 September 2018. In keeping with the slogan "Häng dich rein" (hang on), passers-by had the chance to win free flights to Costa Rica with a little physical exertion. This involved putting on a sloth costume and hanging on to a branch for as long as possible. The stage set was designed in a 16:9 format and the films were shown at the DOOH points in the station.
Häng dich rein – Costa Rica Client Edelweiss Air AG Creative agency thjnk Zürich Media agency Mediaschneider Design Alexander Jaggy (Creative Managing Director), Pablo Schencke (CD), Cocco Hess (AD) Lukas Frischknecht (AD) Text Alexander Jaggy (Creative Managing Director) Format Promotion
Digital Out of Home Gold 2018 – «persönlich Anagramme»
persönlich is the leading magazine for the communication and media industry. Its current campaign is based on anagrams: words that can be formed from other words by rearranging the individual letters. This allows persönlich's topics to be revealed with an element of surprise. 10 different anagrams have appeared to date.
persönlich «Anagramme» Client persönlich Verlag, Zurich Creative agency Ruf Lanz, Zurich Design Isabelle Hauser (AD), Markus Ruf (CD), Danielle Lanz (CD) Text Markus Ruf Animation Drastik GmbH, Simon Wick Format eBoard
Digital Out of Home Silver 2018 – «Al Mulinetto – The fine Art of Drinking»
Al Mulinetto is a traditional winery high above Lake Maggiore in the Canton of Ticino. The campaign slogan "The fine art of drinking" advertises the high-quality and limited-edition products with a series of artistic posters.
Al Mulinetto – The fine Art of Drinking Client Al Mulinetto Creative agency Process Brand Communication Media agency Schaltag Design Fabian Bertschinger (CD) Advert Lukas Rosenmund (Motion) Format ePanel, eBoard
Digital Out of Home Bronze 2018 – «Arbeitgeberkampagne IV-Stellen»
Mental health problems have a major impact on the behaviour of those afflicted and suppress their true personality. Mental health problems are on the rise, particularly in the workplace, and are one of the most common reasons for employees to be on sick leave. SVA Zürich helps to identify such problems early on and offers support in dealing with mental illness.
Arbeitgeberkampagne IV-Stellen Client SVA Zürich Creative agency tbd. Zurich Media agency JBW Media Design Christian Bobst (AD), Sandro Nicotera (AD) Text Tom Seinige (CD) Advert Alexandra Niggeler, Alexander Khokhlov Format ePanel, eBoard
Digital Out of Home Nomination 2018 – «Gemeinsam für eine bessere Welt.»
During Lent, we encourage people in Switzerland to make a contribution to justice worldwide. The campaign inspires people with ideas for sustainable action such as rejecting the use of plastic packaging. Each change in behaviour strengthens the movement towards a better world in which everyone has enough to live on.
Gemeinsam für eine bessere Welt. Client Bread For All and Fastenopfer Creative agency Spinas Civil Voices, Zurich Media agency Spinas Civil Voices, Zurich Design Andrea Reinhart, Fluxif Text Susi Kammergruber Format eBoard
Digital Out of Home Nomination 2018 – «STOP – gegen die willkürliche Überwachung von Versicherten»
It all started with a Tweet by Sibylle Berg. Within 62 days, a citizens' movement had collected more than 70,000 signatures, triggering a referendum on 25 November 2018 on the arbitrary surveillance of insured persons. Together with 25,000 supporters, we were able to win over more than 35% of the Swiss population.
STOP – gegen die willkürliche Überwachung von Versicherten Client Referendum against insurance company spies Creative agency neoactio Design Tobias Handorf, Caspar Wündrich Text Daniel Graf, Dimitri Rougy, Niklaus Schneider Advert Tobias Handorf, Caspar Wündrich Format eBoard
Digital Out of Home Nomination 2018 – «Gemeinsam mit HIV leben»
In Switzerland, people living with HIV or AIDS experience discrimination on a daily basis. The campaign takes a stance against this and in favour of more understanding with a clear message: if we all stay calm and deal responsibly with HIV, there will be no more room for fear or exclusion.
Living together with HIV Client Swiss AIDS Federation Creative agency TKF Kommunikation & Design Media agency TKF Kommunikation & Design Design Tim Stockmar (CD) Text Alexander Fürer Format ePanel, eBoard
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