Author: Cirilla Lanz
Last Friday, 26 October 2018, some of our creative minds visited grafikSCHWEIZ 18 in Zurich to find new inspiration. After a journey of around 2 hours with unexpectedly no traffic jams, we finally made it: Hall 622 was in sight. Then a quick park and off to the entrance.
The Imprint Obligation for Businesses Using Telemedia Commercially
The general duty to inform, also known as the impressum obligation, requires service providers, in accordance with the fifth paragraph of the German Telemedia Act, „to keep information easily recognizable, directly accessible, and constantly available for commercial telemedia services, usually offered for a fee.“ This is followed by a list of numerous points regarding legally relevant information about your company, which can seem overwhelming at first glance. To facilitate this complex creation for you, in the following article, we would like to comprehensively inform you about relevant content, the underlying obligations, and furthermore, about the correct presentation and placement on your website. Incompleteness carries legal risks that can result in warnings or legal disputes for you as the owner. This obligation applies not only to your company website but also to social media platforms such as Facebook, Twitter, Instagram, LinkedIn, XING, or Snapchat.
THE FUTURE OF (DIGITAL) STORYTELLING.
The first conference was due to start at 9 a.m.: THE FUTURE OF (DIGITAL) STORYTELLING.
In today’s world, this is an important topic 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 must be quickly captivated with emotions to avoid losing them. To get to know the customer and their wishes precisely and to be able to address their needs, early prototypes and user tests are enormously important, according to Carlo Baldini, one of the four speakers at the conference. These early tests can identify unsuitable ideas early on, before unnecessary time and money are invested in them. Michael Hinderlich, another of the four speakers, introduced us to the vast world of Virtual Reality, Augmented Reality, and Mixed Reality. Especially fascinated by the topic of Web-VR, in which data on websites can be arranged in a three-dimensional space, our minds were already buzzing with new ideas.
Other speakers at the conference on THE FUTURE OF (DIGITAL) STORYTELLING were Patrick Anecke, Head of Design & Promotion SRF, and Jeremy Spillmann, founder and Lens Game Designer at Blindflug Studios.
HOW TO DISRUPT ADVERTISING IN AN INTELLIGENT WAY.
After a short break, the next conference continued at 11 a.m. It dealt with the topic HOW TO DISRUPT ADVERTISING IN AN INTELLIGENT WAY. The interplay of classic and digital media is becoming increasingly important, according to Tom Hanan. Cross-media campaigns are the future! For this to succeed, technical know-how on the client side as well as on the part of the creatives is of great importance.
Jürg Stuker brought us back down to earth with the reminder that the bait must appeal to the fish, not the angler. Products and services are often „electrified“ and advertised in unsuitable ways. This results in enormously high costs that could have been avoided through quick user tests at the beginning of the work. Likewise, new technologies bring about changes that cannot be ignored, Stuker continued. Digital transformation changes people’s expectations, demands, needs, and behavior. ScreenshotThis means that business models, products, and services must evolve or be newly developed. The core of a company changes accordingly with respect to processes, organization, employees, and culture on an ongoing basis.
With Markus Gut, we took a journey to China. Why? Because China, with its large share of young, motivated, and well-educated IT engineers, is considered a pioneer in continuous process optimization as well as technical and digital transformation. Through the ongoing adjustments, the worldwide customer experience is constantly being improved and thus drives the online retail market toward 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 further development will change not only the advertising industry but also our entire lives.
The Exhibition
However, it was not only the extremely interesting conferences that fascinated us and brought a new creative boost.
After a short lunch break, it was finally time to view the exhibited artworks from different perspectives, comment on them, or simply be inspired. In addition to robots that can independently paint portraits, great photographic artworks, 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. An icon screen also fascinated us: here we could have icons with the same meaning displayed differently – whether simple or complex, abstract or concrete. This was definitely amusing and interesting at the same time.
Finally, we were taken into virtual reality, where we were on a mountain bike on the ski slope. Having survived the ski slope without major accidents, we reviewed the many impressions and experiences of the day with a cold Vivi Kola before heading back home to the beautiful Allgäu.
An inspiring day came to an end, but inspirations and ideas remain and are just waiting to be implemented in a new project.
Do you have questions?
Anett Auerswald
Agency Director/Director of Arts
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