Seen and noted

BEST TV
Canal+ The Bear
Hey Paul Bearman, really love your work and the way you started. Looking forward to starting this project together. Don't forget to send me your treatment. Right on!!!

BEST PRINT
Sorry folks. None of this really catches me. They're good, but not new. We really need to re-think the way we are doing print. It looks like we are trapped in a spiral. Feeding ourselves awarded ads and at the end of the day putting out the same stuff.

BEST OUTDOOR
I like the idea of the Mitsubishi i-Miev. Simple and fast. Of course if you overthink it you come with a post like someone did about this ad: "Lights don't supply electricity, they consume it. So that doesn't really make sense. And if the car is powering the lights, why are they plugged into the car's input?" Hey Dude, billboards are not made for overthinking.

BEST INTERACTIVE
Diamonds, thieves, love and betrayal. Black Diamond is an immersive mix of real-life, cinematic theatre and online storytelling. Great production, great idea, great script. Thumbs up for this well done mix of virtual/real experience.


This week's guest judge is Guga Ketzer, chief creative officer of Loducca, Sao Paulo.

Guga Ketzer has a degree in journalism from PUC-RS; he started his advertising career in 1997, as a copywriter at Escala in Porto Alegre. Two years later he transferred to Sao Paulo to join the Loducca team.

He was a member of the Young Creatives 2001 delegation and was selected to represent Brazil as copywriter in the Cannes Young Creatives Competition. He won that competition, securing what is, to date, is the only gold lion Brazil has won in the category.

In 2004 he had a stint at Talent and returned to Loducca in 2005. At the end of that year he became the agency's Creative Director.

In august 2007 Ketzer became a partner of the agency. During his career Ketzer has won important national and international awards such as: Cabore 2009, London Festival, New York Festival, Clio, Fiap, El Ojo de Iberoamerica, Sao Paulo Creative Club, Criacao Magazine and Cannes. The creative professional has also had several pieces published in Archive magazine and 8 Cannes Lions, being tree Golden. In 2011, Ketzer was the only Latin-American creative listed on 'Creatives You should know in 2011', by Advertising Age.

Currently Loducca's clients include brands like: Ambev, Bayer Schering Pharma, Bridgestone, BRMalls, Cia. Muller, ClickOn, FOX, Firestone, GVT, InfoJobs, Leroy Merlin, Mabel, MTV, Nextel, Peugeot and Red Bull.