Seen and noted

BEST TV
A few things become apparent when you take a 7-day snapshot of the world's best work. The pro bono clients are, unfortunately, too well represented. The definitions of 'outdoor' and 'interactive' are as fuzzy as ever. (Ambient? Experiential? PR?) And the engineers have taken over the creative department.

Winner: Axe. It's difficult not to be seduced by the bang-on goofball humour of Axe Stair. Even though you know the payoff is coming, you want to see it through, anyway. Even the female talent seems to be in on the joke. What an enviable brand proposition for the creatives to be able to play with, brief after brief.

Runner-up: Playboy. Interesting to see that same Axe voice applied to females. I like how things get progressively more ridiculous - two guys, two steering wheels...a secret agent. Not sure women will buy a fragrance from such an iconic man's brand, but if they do, it proves just how 'male' they're becoming.

BEST PRINT
Winner: Guitar Player magazine. You expect a great ad from something called Guitar Player Magazine. This one's funny, smart and topical.

Runner-up: Moms Demand Action. Two Grey campaigns in one week tackled the U.S. gun issue. I'm not usually a fan of public service ads that look so 'public-service-y', but I'm not about to ignore how this one lit up social media as soon as it was released.

BEST OUTDOOR
Winner: Dove. How refreshing- an outdoor ad that doesn't require a case video. This shows there is room for innovation in this category without having to resort to pyrotechnics. After all, isn't this supposed to be the 'simple' media?

Runner-up: 19 Characters Project. Another low-tech solution that proves to have plenty of 'outdoor' charm and glue.

BEST INTERACTIVE
Winner: Audi. This, along with Dove, were my two favourites. I like how it lives purely in the digital space, rather than trying to marry an ambitious mix of elements like other entries. I can see people wanting to take the picture, again and again.

Runner-up: Durex. A bit too much tech & engineering behind this entry, but hormones are ruling the week (Axe, Playboy), so it gets a nod as a smart PR stunt.



Brian Howlett is chief creative officer of Agency59, a Canadian independent that's been in business since 1959. The shop's philosophy is 'Feel it or forget it.', and Howlett aims to inspire advertising that connects brands to people on an emotional level.

Prior to Agency59, he worked at Saatchi & Saatchi Toronto and Los Angeles, and Dentsu Young & Rubicam and Ogilvy & Mather in Asia.

Howlett has judged advertising shows in Canada and around the world, is past president of the Advertising & Design Club of Canada and has been an editorial contributor to Communication Arts Magazine.