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«Total Waschmittel» laundry detergent wins the award for «Poster of the Year 2014»


More than 300 invited guests attended the big ceremony for the «Swiss Poster Awards 2014» in Zurich. The 19 prizewinners have now been announced. The overall winner is the campaign for Migros: «Total Waschmittel» was chosen to receive the coveted «Poster of the Year 2014» title.

For the first time in years, the «Swiss Poster Award 2014» in the category «Poster of the Year» has gone to a major national campaign advertising an everyday product: «Total Waschmittel» laundry detergent. The visuals rely on the traditional «before & after» effect and use the medium of a short story to showcase all the benefits of the advertised product. The protagonists, three soft toys, tell of a happy childhood and the condition of their fur conveys both the necessity and the effectiveness of the detergent. A well-crafted claim perfectly condenses the visual message. The tongue-in-cheek outdoor advert by Migros-Genossenschafts-Bund (Zurich) has earned the campaign the famous «Swiss Poster Award 2014».  The prizewinning posters of the year were created by Zurich-based Zürcher Y&R Group Switzerland AG. «This highly regarded campaign strengthens the reputation of Switzerland's unique poster culture and has enduring status as an international yardstick», says jury president Christian Brändle of the overall winner across all categories.

Award ceremony with amazing 3D show
The expert jury, comprising 20 renowned figures from the spheres of advertising, culture and design, compiled a shortlist from more than 290 poster visuals submitted. This shortlist served as the basis for awarding the Gold, Silver and Bronze prizes. A total of 19 awards were presented at the lavish APG|SGA Poster Night held on 12 March 2015 at Komplex 457 in Zurich. This year, the award had a stunning new design by Art Director Marcel Weiss, who was also responsible for the animated, three-dimensional stage set. Radio and TV presenter Monika Schärer guided over 300 invited guests through the amazing show. At the after party, well-known personalities from the advertising industry gathered with customers and partners of APG|SGA and drank a toast to the winners.

Here are the winners of the «Swiss Poster Awards 2014»
For the first time ever, a poster from Italian-speaking Switzerland had been nominated. This submission from Ticino, Hans Richter by the Museo d'Arte Lugano, missed out on gold in the «Culture» category, taking silver. The top prize went instead to the Museum of Design Zurich for Weingart Typografie (Vineyard Topography). Also awarded gold were McDonald's for Royals in the «Commercial National» category, Novartis for Otrivin Flowers in «Commercial Local and Regional», Suva Unfallversicherung for Snow Crystal in «Public Service», Bank Coop for its Transparency Campaign in «Poster Innovations» and WOZ Die Wochenzeitung for Surveillance Cameras in «Digital Out of Home».

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