Author Cirilla Lanz
Last Friday, October 26, 2018, some of our creative minds visited grafikSCHWEIZ 18 in Zurich to get some new inspiration. After a two-hour drive that was unexpectedly free of traffic jams, we finally made it: Hall 2 was in sight. Now we just had to park quickly and head to the entrance.
The imprint obligation for companies when using telemedia commercially
The general obligation to provide information, also known as the obligation to provide legal information, obliges service providers in accordance with the fifth paragraph of the Telemedia Act to "keep information easily recognizable, immediately accessible and constantly available for commercial telemedia, usually offered for a fee". This is followed by a list of several points on legally relevant information about your company, which can seem overwhelming at first glance. To make the complex creation easier for you, we would like to use the following article to provide you with comprehensive information about relevant content, the underlying obligations and also about the correct presentation and placement on your website. Incompleteness entails legal risks that can result in warnings or legal disputes for you as the owner. In addition to your company website, this obligation equally applies to social media platforms such as Facebook, Twitter, Instagram, LinkedIn, XING or Snapchat.
THE FUTURE OF (DIGITAL) STORYTELLING.
The first conference was scheduled to start at 9 a.m.: THE FUTURE OF (DIGITAL) STORYTELLING.
This is an important topic these days that we as an advertising agency cannot and do not want to avoid. Visual storytelling works so well because people think in pictures and love stories from an early age. The challenge is that attention spans are getting shorter and shorter these days, so viewers have to be quickly captivated with emotions in order not to lose them. In order to get to know the customer and their wishes and to be able to respond to their needs, early prototypes and user tests are extremely important, says Carlo Baldini, one of the four speakers at the conference. These early tests can identify ideas that are unsuitable at an early stage, before unnecessary time and money is invested in these ideas. Michael Hinderlich, another of the four speakers, took us into the big world of virtual reality, argumented reality and mixed reality. Particularly fascinated by the topic of web VR, in which data can be arranged on websites in a three-dimensional space, our heads were already bubbling with new ideas.
Other speakers at the conference on the topic THE FUTURE OF (DIGITAL) STORYTELLING were Patrick Anecke, Head of Design & Promotion SRF and Jeremy Spillmann, founder and Lens Game Designer of Blindflug Studios.
HOW TO DISRUPT ADVERTISING IN AN INTELLIGENT WAY.
After a short break, the next conference continued at 11 a.m. This dealt with the topic HOW TO DISRUPT ADVERTISING IN AN INTELLIGENT WAY. The interaction between traditional and digital media is becoming increasingly important, says Tom Hanan. Cross-media campaigns are the future! In order for this to succeed, technical know-how on the part of the customer and the creatives is of great importance.
Jürg Stuker brought us back down to earth that the bait has to appeal to the fish and not the angler. Products and services are often "electrified" and advertised in an unsuitable way. This results in enormous costs that could have been saved by quick user tests at the beginning of the work. New technologies also bring changes that cannot be ignored, Stuker continued. Digital transformation is changing people's expectations, demands, needs and behavior. ScreenshotThis means that business models, products and services have to be further developed or newly developed. The core of a company is constantly changing in terms of processes, organization, employees and culture.
We took a trip to China with Markus Gut. Why? Because China is considered a pioneer in permanent process optimization and technical and digital change thanks to its large proportion of young, motivated and well-trained IT engineers. The constant adjustments mean that the global customer experience is constantly being improved and are thus driving the online retail market to steady growth. In his opinion, New Retail, which is already being implemented in China, is the future: "The connection between online and offline is what makes customers happy." This development will not only change the advertising industry, but also our entire lives.
The exhibition
But it wasn’t just the extremely interesting conferences that fascinated us and gave us a new creative boost.
After a short lunch break, it was finally time to look at the exhibited works of art from different perspectives, to comment on them or simply to be inspired. In addition to robots that can paint portraits on their own, great photographic works of art, illustrations and drawings, we were also drawn into the digital world. Various computer games and animations allowed us to become part of the art ourselves. We were also fascinated by an icon screen: Here we could have icons with the same meaning displayed in different ways - whether simple or complex, abstract or concrete. This was definitely amusing and interesting at the same time.
Finally, we were transported into virtual reality, where we were riding our mountain bikes on the ski slope. Having survived the ski slope without any major accidents, we reflected on the many impressions and experiences of the day over a cold Vivi Kola before we set off back home to the beautiful Allgäu.
An inspiring day came to an end, but inspiration and ideas remain, just waiting to be implemented in a new project.
Any questions?
Anett Auerswald
Agency Management/Director of Arts
Related Articles
KAOS is a top employer in medium-sized businesses
Full-service advertising agency from Wangen im Allgäu awarded the Focus-Business seal of quality.
Hurray, it's a boy!
We can't complain about a lack of offspring at the moment. Our colleague Dennis has become a happy father, and onliner Oliver is also...