Seen and noted

This week's guest judge is Franklin Tipton, the executive creative director for the Melbourne office of Publicis Mojo. His CV includes stints at Goodby Silverstein and Crispin Porter + Bogusky in the US and Mother in London.


BEST TV
My Black Pencil Alarm didn't go off on any of the 24 pieces featured this week. But there are a lot of nice ideas in the mix. CANAL+ is really fun to watch. The approach is joyously lateral, well-crafted with, might I suggest, almost obscene production values when you realize they're just trying to emulate the humble accelerometer. Dead on for Premium Pay TV on your I-phone. You have to watch the ANTI-DRINK & DRIVE film. I've never seen anything like it. I tried to imagine how powerful it would be at home, feet up, drawing back on a quiet drink at the end of the day. I think I'd have Pimm's splattered all over the show from the jolt.

BEST PRINT
HILLROSS is an elegant solution to one of the most difficult briefs available to mankind: assurance in wealth management services following a GFC. The insight draws upon people's sudden superstitious tendencies when their future, and their moolah, are closely questioned. It should work really well I reckon.

BEST OUTDOOR
Outdoor was quiet. The CANDADIAN TOURISM Twitter idea was diverting. The only problem is Twitter is just about dead as a mass social forum. I think the guys up in Colorado nailed its perfect utility with Twelpforce; Tweets are undoubtedly destined to replace the call center help-line.

BEST INTERACTIVE
The TOYOTA AURIS HSD was fascinating. The amount of effort you'd have to put in to make it work correctly would provide plenty of time for the "clean" message to firmly sink into your noggin. The SAVE THE CHILDREN app is an example of an ad agency thinking on such an inspired level; it made me proud to be doing this. Not long ago, the charity section of the award shows would constitute a predictable series of jarring assaults on your sense of guilt and comfort in the modern world. This thing actually has divine utility. As in a God-given gift from above. Okay, maybe we have one Black Pencil. But that walk-thru video needs some work if you want to have a shot.