Seen and noted

BEST TV
Winner: SKY Sports 'The Greatest Show on Earth'. Doing this review just after England beat Nigeria in a penalty shootout reminds me how much passion is in this category, and how difficult it must be year after year to come up with something fresh. So how brilliantly simple is this big TVC, or should I say big idea?
Having the Greatest Show on Earth as the central thought is fresh as a narrative and visually exciting backdrop. The number of entertaining cameos, including all the client's must-haves, and to keep us smiling throughout, are brilliantly executed by Daniel Klienman and his team.

Runner-up: EA SPORTS FIFA 23 'Match Day'. Did I just say I was watching the World Cup? And was this a head-to-head between SKY and EA? I really like this spot too. Very surprised I haven't seen the idea before. Centring everything around the insight that playing is just as exciting as the real thing, and bringing a real feel to the unreal is a great execution direction. My only question was - does it have to be so long?

BEST PRINT
Winner: Peta 'Leather is Lethal'. Nicely executed and the strong simple message dragged me into this. The copy, (I believe is factual coming from Peta), backs up the headline and gives me a simple CTA. Putting this ad in a fashion magazine would also give the ad its most intended power, keen to see the rest of the campaign.

Runner-up: KFC 'This Way'. This is a good example of a print ad being more than a print ad. The idea for the execution comes first then the spreading of the execution via print let's all revel in the idea. Taking the brand into the brands that are smart category.

BEST OUTDOOR
Winner: Women's Refuge 'The 17,680 Nights of July'. The category of Outdoor isn't what it used to be, a great simple line or image that didn't ask much more from you than to enjoy it. Now, it's more like giant social media, getting people to engage with it on so many different levels. These posters highlight a very important issue by being delightfully over the top and playing with the actual media space to grab attention, and it was great to hear it succeeded in hitting its target and then some.

Runner-up: Heineken 'The Ads you can kick'. I love the interactive nature of this outdoor campaign. The PR for the posters would have been big to exploit what looks like a guerrilla-style execution. Why runner-up and not the winner? A bit of the puzzle may be lost in translation - Heineken. I can only see the connection in the colour of the sneaker, nothing in the video.

BEST INTERACTIVE
Winner: Capmany 'Volvere'. Wow, this is scary. They released a song by a dead man. Well, if you want people to sit up and pay attention why not bring someone back from the dead? I would love to see how this affected record streams before and after. This is also a great example of how creativity doesn't have to be in a recognisable advertising format. There will be more of these in the future, I'm sure.

Runner-up: Pilsener 'Spot the Red Flags'. Very nice idea and case study, it shows the idea, how it was implemented and how it spread, and the results. I got the message clearly which isn't always the norm with some case studies, especially as this is all we have to judge the ideas on. Maybe we should show the client's husband / wife.




This week's guest judge is Michael Miller, executive creative director, X3M Ideas, Nigeria.

Ideas start conversations.

And great ones create engagement.

I have been putting ideas in front of people for over 40 years.

From big brand campaigns and cool product launches, to hard hitting retail promotions and information driven websites.

From traditional media platforms to the latest in digital, experiential, shopper, and social.

I am strategic, I write, I design, and have won many International awards. I have led teams of up to 80 people, both agency and client side, to do the same.

I have handled the recruitment and structuring of many creative departments, been responsible for the career paths of those in it, and been financially responsible for salary negotiation, award budgets, equipment procurement, and the general well being and happiness of my staff.

I have been told I present well, and more importantly listen well, all the way to the C-suite.

I was born and educated in the UK, spent 20+ years in Australia, currently live and work in Nigeria, having worked in the UK, Taiwan, Kenya and Australia, as well as creating work for India, China, Germany, EMEA, North America and many other Asian countries.