Linz (OTS) – Every two years, the CAESAR, the state’s largest advertising award, is awarded in Upper Austria. Since May 2024, over 4,500 local creative companies have been invited to submit their projects to Upper Austria’s most prestigious advertising award. The advertising and market communication specialist group has now launched the educational campaign “Explain CAESAR to me”, which was developed as a company project by students from the HTL1 master class.
„The CAESAR advertising award shows the impressive diversity and competence of the entire communications and creative industry in Upper Austria. Regardless of company size and experience, we want to encourage all our members to submit their projects to CAESAR“, says specialist group chairman Christoph Schumacher with conviction. In order to dispel persistent myths such as “The same people always win!”, the Advertising and Market Communication specialist group, together with students from the master class for communication design at HTL1 (MKD), has started an educational campaign that drives away false rumors like the Romans once did their enemies.
NOTHING left for false myths
To achieve the goal of “clearing up the CAESAR myths,” three different concepts were developed by the students and presented to the advertising and market communication specialist group. “We took the name of the design prize literally and used artificial intelligence to create our “own Julius Caesar” that dispels the myths surrounding the competition. Our ‘Julius’ is an eye-catcher that triggers emotions in the audience“, explain Lukas Kasthofer and Felix Bernhard, who designed the campaign. The personified general Julius KI Caesar emerged victorious on the creative battlefield with “Participation brings NOTHING”. A series of social media postings emerged that specifically use exaggeration and irony. With the help of Chat GPT4, “current images of Caesars” were created that use textual overlays to refute the established but false assumptions about CAESAR. “The CAESAR advertising award is a reflection of the diversity and performance of our entire industry. It is precisely this image that the MKD campaign embodies in a very humorous way“, explains Christoph Schumacher.
“It is a great appreciation of our work that the team from the advertising and market communication specialist group chose our ironic and provocative campaign. Because not taking part at all is no good – as many as possible should submit for the advertising prize,” are also convinced by Lukas Kalkhofer and Felix Bernhard.
A stage for young people
New to CAESAR 2024 is the additional category “rookie of the year”, in which a CAESAR in gold, silver and bronze is awarded to people in training. “The creativity of our young talent is reflected not least in projects such as the MKD campaign. For this reason, we would also like to offer people in training the opportunity to submit their projects to CAESAR in a separate category“, says Christoph Schumacher. The advertising and market communication specialist group of the WKOÖ also maintains cooperation with training centers on formats such as the “Thinking Breakfast”.
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Martina Winkler
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