Seen and noted

BEST TV
Winner: Heineken 'Social Off Socials'. Really love this new piece by Heineken. It truly captures the Zeitgeist, and it's beautifully crafted. We use our little precious phones way too much, too often, in all situations - myself included. Need to work on that. Drinking beer with your mates, colleagues, family, or whoever is definitely better without any phones.

Runner-up: MG Egypt 'Relatable Moments'. These made me smile. I really like these little stories - the fun and humorous way they talk about the car's features. Car advertising kind of hit a roadblock in recent years; most ads feel the same. These stand out and just make you laugh a little.

BEST PRINT
Winner: British Airways 'Statue of David with Shopping Bags'. As always with Uncommon - super beautifully crafted and executed. I love the insight. To cement these in stone (pun intended), it would be great to see them come to life for real.

Runner-up: Great Cause 'NO BARBED WIRE CAN HOLD BACK THE TRUTH'. We live in times when the truth is more important than ever - especially for journalism and journalists. This is a very simple yet powerful reflection. It's a celebration of brave journalists who go beyond and don't stop at anything.

BEST OUTDOOR
Winner: Banco Pichincha '11 vs 85'. The most striking thing about this idea is the image it creates in your mind. We all know the 11 vs. 11 football game - it's ingrained in us from early on. But these drone shots of the actual game are a powerful symbol for this important topic. 11 vs. 85 is a bold and impactful visual. Sadly, equal pay in sports is still a massive global issue.

Runner-up: Coca-Cola 'Shadows 1'. There's a trend toward simplifying outdoor at the moment. Coca-Cola sets another great example here. I just wish it were a bit clearer which brand it was - Sprite? Coke? Either way, I like it.

BEST INTERACTIVE
Winner: OKA 'Plastic Blood'. A powerful, visually haunting execution of an even more horrific insight. I really admire the craft behind this work - it brings the issue to life in a memorable way. A strong reminder of a global problem. This one sticks with you. Well done.

Runner-Up: Xtrim 'Lag or Bad'. As a massive gamer myself, I can relate. I've blamed my poor performance on my internet provider more times than I can count. Of course it's their fault - I'm not bad, nooo. Well, maybe I am. Thanks for the honest reminder that I just suck at online games.


This week's guest judge is Till Diestel, Chief Creative Officer, Serviceplan Germany.

Till Diestel, one of Germany's most awarded creatives, has been Chief Creative Officer of Serviceplan Germany since June 1, 2022. He is responsible for the strategic development of the Serviceplan creative brand and leads creative work for clients across multiple countries.

A firm believer that advertising should be part of pop culture, Till has won over 1,000 creative awards - including multiple Grand Prix at LIA, Eurobest, and the Cannes Lions.

Before joining Serviceplan, he spent three years at the renowned international agency Adam & Eve DDB in London. As CCO of BBDO Group Germany, he led the agency to the top of the country's creative rankings for the first time.