In The News Translations – 1/23/17

“Sleep Tight and Save Money” is FCB Neuwien‘s latest campaign for the ÖBB Night Jet, features Horizont.




Campaign for Night Jet from FCB Neuwien


While the German railway abolishes their sleeping and couchette cars, ÖBB is expanding their night train routes. “How good is the new ÖBB night train?” is not just a picture on the newspaper. FCB Neuwien created the new advertising campaign under the slogan “Sleep Tight and Save Money” for the ÖBB Night Jets. At the center of the campaign are three TV spots, which play in the night jet. The well-known ÖBB protagonists Ciro de Luca and Christoph Fälbl read each other “good night” stories and finally spend the night in different sleeping positions. The spots are used in Austrian TV and extended digitally as pre-rolls. The creative concept for the campaign comes from FCB Neuwien. For the radio, the testimonials in the melody of “La Le Lu” sing stories for their destinations Rome, Zurich and Hamburg.


The Night Jet travel destinations are advertised in Austrian daily newspapers and magazines. The offers are mutated and adjusted regionally. A content collaboration with Mediaprint interlinks the classic and digital applications. The campaign is supplemented by online advertising formats, which are played out via geotargeting, and added to this are classic outdoor areas. The media concept was developed by Mediacom.




Meio & MensagemPortal da Propaganda, Portal Fator Brasil, PropMark, Tela Viva and Grandes Nomes da Propaganda share that Alex Adati joins FCB Brasil as copywriter.




FCB Brasil Announces Copywriter


FCB Brasil announces Alex Adati joins the agency as a copywriter. The professional gathers his credentials from Publicis, LDC and JWT and worked with brands such as Ford, MTV, Red Bull and Nestlé. Alex Adati has been recognized at Cannes Lions, One Show, Clio Awards, El Ojo, FIAP, Creation Club Festival, London Festival and FWA.




FCB Zürich CEO Cornelia Harder sits down with Horizont to discuss how the agency plans to tackle 2017.




“We are Aiming for 2017 a Top Ranking”


A more than successful award season lies behind CEO Cornelia Harder and her team from FCB Zürich. The agency won seven Cannes lions and other creative prizes and is also number one in the Swiss creative industry. In the interview, the CEO tells what FCB has done for 2017 – resting on the successes is not part of it.


What did you do for the creative competition 2017?
Our goal has not changed in comparison to the last few years: We are targeting a top placement for 2017. What has changed, however, is the initial situation: this year we can not improve on the placement in comparison with the previous year.


What creative work will you be contesting this year?
The answer is simple: we send the work into the race, which we believe to have the greatest profit chances. We have a few arrows in the quiver, which will make it into the center, will prove over time.


How much do the top results from 2016 put your creatives under pressure?
With the first place in the ranking, the bar is of course high. What counts in the first place is not the ranking, but the quality of our work. What we are looking for is for our customers to look for surprising ideas and to open up new innovative communication channels.


How important are awards and a place for creative creativity for your customers?
At first sight, awards for agencies seem to be more important than for customers. Looking more closely, you can see that awards are just as valuable to customers. For a high creative reputation attracts extraordinary talents, which in turn create extraordinary campaigns for ambitious customers and thus add value for brands.