THE WORLD AD FESTIVAL “GOLDEN AWARD OF MONTREUX” 2023

Interview with Professor Harry Betke, co-founder of Golden Award of Montreux ad festival

Dear Harry, tell us briefly about your professional career?

I was a journalist, concert promoter, marketing manager and I love advertising. In theory, I teach at the University of Vienna, Science of Communication and in practice as a consultant and Creative Director for various brands.

Why was the Swiss city of Montreux chosen for this festival?

The idea for the Golden Award of Montreux was born from a group of creatives I was honoured to be part of, who wanted to make visible that advertising is part of the global world of creativity, sometimes even the engine. It started as part of the Montreux Golden Rose TV Festival, awarding commercials. However, even before Cannes, other categories such as print and posters were soon added.

Montreux is a city of Ideas, always been valued as a perfect environment for creativity. Many artists lived here like Stravinsky, Tchaikovsky, Rilke, Lord Byron, and Freddie Mercury to name a few. It is an inspirational surrounding. The Deep Purple classic "Smoke on the Water" was written and recorded here, and the first line of the song "we all came out to Montreux" is still a motto for the judges and participants.

How the jury for the festival is selected?

The jury is the heart of the Golden Award of Montreux. The aim is always to cover a broad field of high-calibre professionals with different competences of the members in order to ensure a balanced evaluation of the competition entries. A collective of inspirational individuals from 20 different countries. Among them CEOs of advertising agencies, creative directors, global marketing managers, university professors.

What distinguishes your festival from other European and world ad festivals?

The Golden Award of Montreux only awards Gold prizes - there is no Silver or Bronze – because only the best work shines through.

Which were the competition categories in 2023 festival?

The main sections are Media, Digital, Film, Direct, Integrated, Outdoor, Print, Event, Spatial, Corporate Film and special section for Talents and Students, free of charge.

?Which were the most impressive ads in 2023 Festival in your opinion?

This year’s Ad of the Year was presented to the CANAL+ commercial ?The Secret of Wakany“. Created by BETC Paris and directed by Antoine Bardou-Jacquet, a brilliantly humorous take on TV shows with disappointing endings:

As well, strong rewarded was the film The Rift for Penny from Service plan with two gold. The strong message: Let’s heal the rifts in our society with dialogue instead of confrontation and ignorance:

Outstanding as well the Ambient Media work ?Anne de Gaulle“ of Havas Paris. In December, the Paris-Charles de Gaulle airport was replaced by the Paris-Anne de Gaulle airport in honour of Charles de Gaulles daughter Anne, who had a disability. The strong impact gave the Anne de Gaulle Foundation and the social projects it supports the echo they deserve.

A surprise for many, the success for India with 5 Gold Medals, but India's advertising market is the world's fastest-growing. Even in creativity, India is a rising powerhouse. One example was an engaging music video from BC Web wise that told the story of plumbers with pipes integrated in the narrative: ?Plumbers Anthem“:

Was there a youth section in the competition program this year?

Yes, there is a Talent Award with more than 300 students participating from advertising schools and film schools from countries such as the USA, the Republic of Korea, Germany, Spain and Brazil. The Talent Award has a global reputation as a contest for students and young professionals working on innovative projects in the field of advertising, e-contents and design. A platform to display their work to leading international experts.

Which are the most important characteristics for an ad to win in ad festival?

Creativity: Winning ads are usually highly creative and innovative, using unique and unexpected approaches to convey their message. They should resonate with the interests, values, and beliefs of the target group. Winning ads should have a clear message with a significant impact on the viewer. To earn the consumer’s time is really a challenge today, one needs to be interesting and needs to inspire the consumers.