Swiss Poster Award:
The most significant poster award in Switzerland is replaced by the creative competition "WOOHW"!

Thank you for your interest in the Swiss Poster Award.

The last Swiss Poster Award judging took place in December 2021 and the last Poster of the Year was awarded.


Under the patronage of the "AWS, Verband Aussenwerbung Schweiz", the new creative competition "WOOHW!” is now being launched. This event with national appeal will take place for the first time in autumn 2023.

For more information, please visit www.woohw.ch

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Swiss Poster Award: The gallery.

Head judge    


Brändle Christian

Brändle Christian
Museum für Gestaltung Zürich, Zurich




Bundi Stephan

Bundi Stephan
Design & Communication
Atelier Bundi, Boll

Estermann Karin

Estermann Karin
Art Director
Inhalt und Form Werbeagentur LSA, Zurich

Fabrikant Remy

Fabrikant Remy
Team Cosmo Zürich AG, Zurich

Gut Markus

Gut Markus
Partner & Head of Branding 
Farner Consulting AG, Zurich

Walthert Martin
Chief Marketing Officer
Digitec Galaxus AG, Zurich 

Halder Ralph

Halder Ralph
Creative Director/Owner 
Halder Record GmbH, Langnau am Albis 

Beat Holenstein

Holenstein Beat
Head of Marketing & Innovation 
APG|SGA AG, Zurich

Hren Iza

Hren Iza
Visual design,

Kreussler Petra

Kreussler Petra
Chief Executive Officer
the Generation Media AG, Zurich

Leuch Lisa-Jeanne

Leuch Lisa-Jeanne
Art Director/President sgv
Forme & Fonction, Geneva 

Münch Martina

Münch Martina
ETH-qualified architect
Head of Transportation and Urban Design, Basel

Piccinno Yvan

Piccinno Yvan
Agency & MarCom Management,

Ruf Markus

Ruf Markus
Creative Director
Ruf Lanz AG, Zurich

Schaub Pascal

Schaub Pascal
Head of Marketing & Communications, ewz, Zurich

Skrabal Philipp

Skrabal Philipp
Chief Creative Officer
Farner Consulting AG, Zurich

Spillmann Martin

Spillmann Martin
Direction, Zurich

Troxler Paula

Troxler Paula
Graphic and Illustration Design
PANK, Zurich  

Walthert Martin

Walthert Martin
Chief Marketing Officer
Digitec Galaxus AG, Zurigo 

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Swiss Poster Award rules 

The competition «Swiss Poster Award» recognises classic and innovative outdoor advertising campaigns that have been displayed in public spaces in Switzerland.

Organiser of the competition
This competition is organised by APG|SGA AG. It is responsible for the preparation and execution of the competition and for the communication of the results. As part of this process, it also maintains dialogue with advertising industry associations, the specialist advertising press and the general media.

Conditions of entry
The competition accepts entries of posters in the formats F4, F200, F400, F12, F24 and BigPoster, special implementations and spots transmitted on ePanel and eBoard that were created by an agency, a graphic artist or a company responsible for conception in Switzerland or the Principality of Liechtenstein. Advertising materials that were created in other countries but expressly and exclusively intended for Switzerland may also be submitted.

All outdoor advertising campaigns must have been displayed or transmitted in public in Switzerland or the Principality of Liechtenstein.
Identical analogue or digital campaigns can only be entered in one category.

Outdoor advertising campaigns that were on display in public between January and December of the award year may be submitted. The deadline for entries is 30 November of the year in question (any change to this will be communicated). The results of the competition will be announced in spring of the following year.

Signup/competition conditions
Entrants may only sign up using the dedicated form. Advertising materials must be submitted in electronic form and by the deadline prescribed. Entrants must use the signup tool at www.swissposteraward.ch. The details required must be sent to the addresses provided.
By entering the competition, participants acknowledge the conditions set out in these rules. The judges’ decision is final.

When entering outdoor advertising campaigns in the competition, entrants must designate the category in which the panel should judge the entry.

The organiser of the competition will review whether the campaign has been entered in the correct category and reserves the right to assign it to a different category following consultation with the entrant. The final decision on categorisation lies with the judging panel.

«Commercial National»
Nationwide poster campaigns with posters displayed in at least 10 cantons and/or the five biggest cities (Basel, Bern, Geneva, Lausanne, Zurich). Posters must provide information on companies, products, services or events.

On request from the organiser, the participant must be able to provide proof that the campaign was publicly displayed. This is to adhere to the rule of «national transmission» which is meant to prove the national advertising impact of the campaigns. In case of doubt, the head judge will decide whether campaigns should be designated «Commercial National» or «Commercial Local and Regional».

«Commercial Local and Regional»
Posters with local and/or regional significance. Posters must provide information in some form on companies, products, services or events.

«Public Service»
Posters for charities, political organisations and public service institutions. 

Posters for cultural institutions or events, such as theatres, museums, exhibitions and festivals.

«Out of Home Innovations»
New ideas and formats in the field of commercial out of home advertising.

«Digital Out of Home»
Digital advertising media with moving text/images. Displayed on screens of at least 55 inches.

Judging criteria
The judging panel evaluates the submitted works according to the following criteria:

Originality of the idea
Striking implementation of message
Lasting communicative impact
Graphics and design quality

Judging panel
The judging panel consists of 18 members, including the head judge. All members of the judging panel ideally have a direct link to advertising in their professional capacity. The head judge and the organiser of the competition regularly replace existing panel members with new ones. The list of panel members is announced with the launch of the competition.

The panel’s deliberations are conducted in private. Media representatives may be invited to help adjudicate. They and the panel members are required to keep the results confidential until they are announced.

The judging panel compiles a shortlist and decides how many entries per category to include in the list once it has viewed them.

Gold, silver and bronze awards are issued in the following categories:
«Commercial National»
«Commercial Local and Regional»
«Public service»
«Out of Home Innovations»
«Digital Out of Home»

For all categories, the type of prize-giving and the amount are determined on judging day.
The «Poster of the Year» award is given to one of the gold winners of the competition.
The judging panel and the organiser of the «Swiss Poster Award» reserve the right to award special prizes or to merge categories.

Awards ceremony
The awards ceremony takes place on «APG|SGA Poster Night».

APG|SGA ensures appropriate communications in industry and general press. The results of the competition are documented and published on the APG|SGA website.

The organiser of the competition is entitled to issue communications in text and images related to any submitted campaign (including for the «APG|SGA Poster Night»), regardless of whether the campaign in question has received an award or not.

Entry to the competition is free of charge. APG|SGA AG covers all costs for the planning, organisation and running of the competition. In the event of nomination, agencies are asked to provide up to 15 copies of the nominated poster at their own expense for the «APG|SGA Poster Night» and for any APG|SGA exhibitions and for the documentation purposes of the Museum für Gestaltung.

Poster of the Year 2022

Here could be your creation.

Poster of the Year 2021 – «When art has to move»

Since 1838, Welti-Furrer has been transporting valuable works of art with state-of-the-art methods. This campaign served as a reminder to the international art world during Art Basel, based on four iconic rooms from different eras shown suddenly empty. In particular, Vincent van Gogh’s bedroom in Arles. This is about as good – and minimal – as marketing messages get.

When art has to move
Customer Welti-Furrer Fine Art AG, Zürich
Creative agency Ruf Lanz, Zürich
Design Dave Schellenberg (Art Director), Mario Moosbrugger (Art Director), Isabelle Hauser (Art Director), Danielle Knecht-Lanz (Creative Director), Markus Ruf (Creative Director)
Text Markus Ruf
Image processing Mario Moosbrugger
Format F12

Galaxus Generativ

Poster of the Year 2020 – «Galaxus Generativ»

Our campaign shows our customers’ purchasing behaviour by region, allowing us to compare regional shopping habits. It appears across 4,001 posters, 579 eBoards and ePanels, 6,389 hanging displays and 245 advertisements in the press. All the designs are unique – computer generated one-offs. Each one was specially created to appear in a specific location.

Galaxus Generativ
Customer galaxus.ch
Creative agency Digitec Galaxus AG (InHouse)
Media agency Digitec Galaxus AG (InHouse)
Design Daniel Kobi, Severin Keller, Sven Mathis
Format F12 (268,5 x 128 cm), F200 (116,5 x 170 cm), HangingDisplay, eBoard 16:9, ePanel 9:16

Galaxus Generativ

Poster of the Year 2019 – «Kein Tier im Visier»

According to the Guinness World Records, Hiltl is the world's oldest vegetarian restaurant. During the 2019 hunting season, the campaign was right on target: At Hiltl, no animal suffers for what we put on our plate. Four visuals appealed to the public's taste: a roe deer, a wild boar, a hare, and a stag. Conclusion: A creative bull’s eye!

Kein Tier im Visier
Customer Hiltl, Zürich
Creative agency Ruf Lanz, Zürich
Design Mario Moosbrugger (AD), Isabelle Hauser (AD), Markus Ruf (CD), Danielle Lanz (CD)
Text Markus Ruf
Photocomposing Mario Moosbrugger
Format BigPoster, F12 (268,5 x 128 cm)

Poster of the Year 2018 – «50 years of Big Mac»

50 years of Big Mac
Customer 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)

Poster of the Year 2017

Encounters with others can cause fear and stress among people with autism. Therefore, they are dependent on understanding. That's the focus of the campaign by Autismus Forum Schweiz, realizing it with an impressive idea that is implemented with great attention to detail.

Soziale Kontakte
Customer Autismus Forum Schweiz, Adliswil
Creative agency Ruf Lanz AG, Zürich
Design Isabelle Hauser (AD), Markus Ruf (CD), Danielle Lanz (CD)
Text Markus Ruf
Photo Illusion, Bangkok
Format F12 (116,5×170 cm)

Poster of the Year 2016

Never in our entire history have we been exposed to such an enormous flood of images as we are today. And given the volume and the content of these images, it is becoming increasingly difficult to shake up the general public using visual media.
And then this appears: At first glance we see a black rubbish bag on the poster before quickly realizing that it is actually an animal that has been disposed of. Tied together while still alive. Thrown away. We are immediately and deeply shocked.
The “Animals as rubbish” series makes injustice visible, triggers emotions, appeals to our conscience, and spurs us to take action. And that means everyone, even those who have no interest at all in pets. Moreover, the creative design is absolutely outstanding, striking the perfect balance between realism and illustration. The jury enthusiastically chose the series by “Stiftung für das Tier im Recht” as its “Poster of the Year” 2016.

Customer Stiftung für das Tier im Recht (TIR), Zürich
Creative agency Ruf Lanz AG, Zürich
Design Danielle Lanz (CD), Isabelle Hauser (AD), Markus Ruf (CD)
Text Markus Ruf
Photo Carioca Studio / Visualeyes International AG, Zürich
Format F200 (116,5×170 cm)

Poster of the Year 2015

eAd, Instagram, Rollingstar, Facebook, TV, ePanel: the list could go on and on – and shows how unbelievably densely and continually we are “fed” with new image content. The most extreme example is probably large train stations – that is, precisely where people need to travel from A to B as quickly as possible anyway. And precisely here is where the “Poster of the Year” launched its campaign, in which a likeable local figure addresses stressed Swiss lowlanders directly from the quiet, fantastically beautiful mountains of Graubünden. Connected via camera and screen, he starts to talk to busy urbanites, inviting them to visit him personally in the mountains and even presenting them with the train ticket for the journey using the built-in printer. This is an initiative that combines state-of-the-art technology with the charm of a human conversational partner and opens up brand new vistas in out-ofhome advertising. Accordingly, this advertising campaign has not only delighted local viewers but caused a sensation internationally as well. The poster of the Year goes to an extremely innovative project that uses a captivatingly simple and attractive idea and even brings a smile to the faces of the people who see it. What more could we want?

Customer Graubünden Ferien, Chur
Agency Jung von Matt/Limmat, Zürich
Design Samuel Christ (CD), Rob Hartmann (CD), Lukas Frischknecht (AD), Amaru Eslava (Grafik)
Text Alain Eicher
Spot Simon Nagel (Regie), Eric Andreae (Regie HB)
Format ePanel

Poster of the Year 2014

The “Poster of the Year 2014” award has gone to a major national advertising campaign for a very common product: a detergent. The poster relies on a classic advertising strategy – the “before and after” effect. Using a short story, customers are shown what the product being advertised can do. In the case of a detergent, this is the transformation from dirty to clean. So far so good, it’s been done a thousand times before. What makes this campaign so outstanding is the brilliant interpretation of this wellknown configuration. The protagonists, a variety of soft toys, tell of an active and therefore happy childhood, while the look of the animals and the state of their fur show the necessity and effectiveness of the wash just started. The text summarizes the visual message into a short, effective claim. This achieves everything a poster is capable of and demonstrates why good posters are so widely esteemed: The “Poster of the Year” goes to a work which brings together the commercial message and visual expertise in a tongue-in-cheek way.

Customer Migros-Genossenschafts-Bund, Zürich
Creative agency Y&R Group Switzerland AG, Zürich
Design Markus Gut (CCO), Dominik Oberwiler (CD), Martin Stulz (CD), Lukas Wietlisbach (AD), Sebastian Eppler (Grafik)
Text Fabian Küchler
Photo Fluxif
Format F12 (268,5 × 128 cm), F200 (116,5 × 170 cm), ePanel, eBoard

Poster of the Year 2013

The protagonists of this year’s “poster of the year” have an innocent yet dignified air. Animals with white coats wearing an artistically draped long curly wig, a baroque fashion that has its origins in the court of Louis XIII. Whoever wore such wigs in those days were powerful, and judges in the UK and Australia still wear these curious hairpieces today. The image is photographically and technically superb and deliberately creates a visual irritation which is resolved in the text below: “If animals were judges, cruelty to animals would be punished more harshly.” The picture draws our eye and poses a puzzle. It invites us to imagine how it would be if the roles were reversed. This is enough to make the audience consider the often shocking facts of animal abuse. The “Poster of the year” prize is awarded to a work that provides a wake-up call in a clever, visually striking way.

Customer Stiftung für das Tier im Recht, Zürich
Creative agency Ruf Lanz Werbeagentur AG, Zürich
Design Markus Ruf (CD), Danielle Lanz (CD), Isabelle Hauser (AD)
Text Markus Ruf
Photo Staudinger+Franke, Mladen Penev
Format F200 (116,5×170 cm)

Poster of the Year 2012

Portraits of politicians are everywhere in advertising. In election campaigns they present themselves as “go-getters”, “visionaries” or “the guy next door”. And they are often photographed badly. In parallel, we hear and see people from all sides constantly talking politics on the radio, on the Internet, and on TV. An experienced politician keeping his mouth shut? Impossible. This is exactly where the clever campaign for the 2012 Jugendsession (Youth Session) began. “Jetzt reden wir” (“Now we’re talking”) shows exceptionally well portrayed political figures from all parties with their mouths taped closed. The piece promotes a striking message for young people in politics to make themselves heard. The fact that the politicians depicted took part in this campaign shows two things: our country’s mature political culture and the intelligence and persuasiveness of the creator of this campaign. The jury awards gold to the poster which uses simple methods to get to the heart of an important concept.

Jugendsession 2012 «Jetzt reden wir!»
Customer SAJV Jugendsession, Bern
Creative agency Spillmann/Felser/Leo Burnett AG, Zürich
Design Niels Schefer
Text Simon Smit
Photo Robert Huber
Format F200 (116,5 x170 cm)

Poster of the Year 2011

Good advertising is surprising, evokes a smile, and is sometimes seasoned with a pinch of “criminal energy”. A beautiful bouquet of sunflowers in the public eye first delights us, but only a second look reveals that there is a background story: After all, people don’t only give each other flowers when they are in love, they also do it to make up after a quarrel. When a couple engages in a noisy squabble, a broken vase is not an unlikely outcome. This poster confirms it: The power of flowers can also mend a heap of shards. This is where the visual appeals directly to those who know that life is not always wall-to-
wall sunshine. So it has a multiple effect: In a charming and tongue-in-cheek way, it advertises the product and at the same time lets us know that other people also have hard times once in a while. The Swiss Poster Award 2011 goes to a splendid and smart creation that consummately unites wit and wisdom.

FLEUROP «Gekittete Beziehung»
Customer Fleurop-Interflora (Schweiz) AG, Wangen bei Dübendorf
Creative agency Spillmann/Felser/Leo Burnett AG, Zürich
Design Reto Clement
Text Diana Rossi
Photo David Willen
Format F200 (116,5 x170 cm)

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