All eyes to the screen. Time’s up for mediocre films, with sloppy casting and careless direction – the fight for view time and the growing confidence of creatives all over the country to make great films, has pushed German commercial films to a never seen before level of greatness. These films are made to be seen – the are unignorable. 

MAKE THEM STARE. Reflects that attitude. DIE KLAPPE honors filmic pieces that you cannot unsee. We want everyone to stare – not just watch. We want our target audience to stare, our peers and competitors, our fellow creatives, DoPs and directors ... we want Germany and the world to feel the power of excellent film making. Made in Germany, but creatives from all over the world.

DIE KLAPPE opens a new chapter, and the most obvious change is this: we speak English. Why that you may ask? Because with this little change we want to reflect the reality of commercial film crafting in 2021 and 2022. Most ad agencies are ruled by diverse and multi-lingual teams, bringing a fresh view on the world and on Germany to the table. And the same is true for the talent behind the camera, the cast and everyone involved in the post-production. German advertising films have been multilingual and international for a long time. And many German agencies are producing films for Europe and the World. 

As one of the most respected moving images awards in Germany we want to honor this reality by talking in the one language that unites all creatives: English.