Director: Maria Eriksson,Stockholm Academy of Dramatic Arts, Sweden
Location: Filmakademie Baden-Württemberg
The winner in the first category was the ‘RFSL’ spot by Maria Eriksson from the Stockholm Academy of Dramatic Arts. Her spot for gay/lesbian organisation RFSL was a hit with the judges: ‘a simple plot is transformed into an intense story through outstanding direction. This commercial spot doesn’t require any tricks to convince the viewer of its emotional sincerity. A single glance is enough to fully convey the message.’
Hanna-Maria Heidrich from the Film Academy Baden-Württemberg was delighted to being placed second and receive 2.911 Euro. The judges about ‘Life is Calling’: ‘direction, montage, casting, story and the whole look of this commercial are so convincing - it’s unbelievable that this is a student production.’ They particularly liked the ironic tone and surprising climax of the commercial that tells its story backwards.
1,911 Euro and third place went to Fabian Fricke, also from the Film Acadmey Baden-Württemberg, for his commercial spot ‘Toast’. The judges were impressed by the simple but fresh idea and the use of animation, which made this film about food wastage funny and original.
The special prize worth 911 Euro went to an outstanding screenplay in 2012: Stephan Strube, Film Academy Baden-Württemberg received it for the commercial ‘Sky North Pole’. The transference of the universal passion for football onto the viewer was what the judges were most impressed with – they appreciated that the ad would be understood all over the world.
Johannes Kizler from the Film Academy Baden-Württemberg received the New Ways Award worth 2,356 Euro. His commercial spot ‘The Press’ couples a good screenplay with excellent casting and a special gift for storytelling with perfect use of visual effects. The plot also fits the Guinness claim ‘Good things come to those who wait’ like a glove.
All winners also receive a trophy in the shape of a slingshot, which represents the will of the young filmmakers to establish themselves in the highly competitive market.
The high calibre panel of judges included well-known names such as Stephan Vogel, head of the German Ogilvy & Mather group, who was this year’s chairman. Three other members helped him with the decision: Michael M. Maschke, head of creative services Saatchi & Saatchi Germany and Switzerland, Joel Lancaster, Shots, London and Rupert Reynolds-MacLean from the Independent Film Production, London.
About : The PORSCHE INTERNATIONAL STUDENT ADVERTISING FILM AWARD was launched by Dr. Ing. H.c.F. Porsche AG and the Film Academy Baden-Württemberg in 2004. It took place this year for the ninth time. Students from a total of 7 countries submitted 64 commercial spots and the top ten were then shortlisted for the competition. The directors of those films were invited to the award ceremony in Ludwigsburg, hosted by German actor Ralph Herforth. Herforth has appeared in films such as ‘Knockin´ On Heaven´s Door’, ‘Short Sharp Shock’ and ‘Der Eisbär’.
More information as well as biographies and filmographies of the shortlisted participants and judges are available on ad-award.net.