Observed Signal · Jun 15, 2026 · Awards · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Positive
Thjnk Wins ADC Grand Prix for Migros 'Ortsschilder'
Thjnk Zürich won the ADC Grand Prix (plus multiple Gold awards) for the Migros 'Ortsschilder' (place-name signs) campaign, which uses roughly 50 motifs across Switzerland’s four official languages and photographed the signs on their real locations. In an interview published on persoenlich.com, Pablo Schencke (Executive Creative Director and Partner at Thjnk) credited the campaign’s simple idea and wide public participation (including contributions from Graubünden Tourismus) for its success, noted Thjnk’s growth and 10th anniversary, and argued that generative AI should be used as a tool — not a replacement for strategic thinking, taste and creativity in advertising.
Local industry coverage of a creative award and agency interview; relevant to Swiss advertising community but not broadly impactful for global AdTech/MarTech infrastructure or policy.
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Key Takeaways & Evidence Grounding
- Thjnk won the ADC Grand Prix for the Migros 'Ortsschilder' campaign.
- Thjnk received multiple ADC Gold awards (the article states three Goldwürfel and the Grand‑Prix).
- The Migros 'Ortsschilder' campaign comprises about 50 motifs across Switzerland’s four official languages; all signs were photographed on location.
- Pablo Schencke is Executive Creative Director and Partner at Thjnk and spoke about the campaign and the role of AI in advertising.
- Thjnk celebrated its 10th anniversary and grew from four employees at founding to 48 staff.
Connected Companies & Entities
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Recent verified developments and strategic activity across this market segment.
ADC Switzerland 2026 Grand Prix to 'Ortsschilder' Campaign
At the 50th ADC Switzerland awards, the Grand Prix was unanimously awarded to the "Ortsschilder" campaign by Thjnk Zürich for Migros Supermarkt AG. The jury of 32 reviewed 336 entries and awarded ten Goldwürfel (gold cubes), 26 silver and 43 bronze prizes. Additional honours included Student of the Year (Arno Thöni, ZHdK), an Evergreen prize for Wirz Group’s "Roger Federer vs. Switzerland" for Schweiz Tourismus, a public "20 Minuten 50 Jahre ADC Award" chosen by readers, and two new Hall of Fame inductees: Danielle Lanz and Markus Ruf. The Kreativfestival took place at Kraftwerk Zürich as part of ADC Switzerland’s 50th anniversary celebrations.
ADC: Strong Year for Swiss Advertising
Coverage of the ADC Creative Days and the Art Directors Club Switzerland's 50th‑anniversary celebrations in Zurich finds a positive mood for the Swiss advertising industry despite structural change and the rise of AI. The awards weekend (including a prize ceremony and gala at EWZ‑Unterwerk Selnau) highlighted fewer entries than historically (336 this year vs. ~1,000 previously) but strong creative quality. Thjnk Zürich was the biggest winner, taking the Grand Prix and three gold cubes (two for the Migros 'Ortsschilder' campaign). The Hiltl film by Stories and Ruf Lanz—largely AI‑generated—won Gold. The article also notes gender imbalance in the ADC jury (16% women) and Young Creatives' demand for board representation. The piece is based on a persoenlich.com podcast episode recorded in Zurich.
Pablo Schencke: Agency Journey and ADC Triumph
Pablo Schencke, Executive Creative Director (ECD) and Partner at Thjnk Zürich, is profiled in a persönlich.com feature tied to a new episode of the '50 Jahre ADC' podcast. The piece highlights Thjnk Zürich’s award success at this year’s ADC with the 'Ortsschilder' campaign and traces Schencke’s international advertising career — born in Chile, studies in Chile and the USA, creative roles at agencies including Leo Burnett (Chile), 180 Grados, Jung von Matt/9 (Hamburg), and later roles in Switzerland at Spillmann/Felser/Leo Burnett, Jung von Matt Limmat, Publicis and Thjnk Zürich. The podcast series celebrating ADC Switzerland’s anniversary is produced by persönlich Verlag with support from Migros Supermarkt AG and is available on the publisher’s site and major podcast platforms like Spotify and Apple Podcasts. Credits list Matthias Ackeret (moderation), Corinne Lüthi (production) and Christian Beck (distribution).
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