Seen and noted

BEST TV
Winner: Heineken 'The Feeling of Good Times' by Le Pub/Publicis Italy. Astig! In my 20+ years of handling different big brands that require you to read their thick brand bibles, it's a fresh breath of air to see a brand that doesn't care how people butchered their sacred names and logos. I'm sure this attitude made this brand appeal more to their market. Who wouldn't want to be associated with a confident brand?

Runner up: GWR 'Five Get There First' by adam&eveDDBLondon. For its excellent music and cinematography. Is this even a commercial? Feels like a movie. Bravo! (Searching on the director and production house involved, oh, that's why!)

BEST PRINT
Winner: Times Of A Better India's 'Killer Bottle 750ml' by Wunderman Thompson. Who would not scan those QR codes and not pledge after seeing those arresting visuals? I think this is really effective. Simple but really strong visual to communicate what bottle plastic can do to marine animals. Just like what our Gen Zs in the agency say: It's giving.

(Good thing it was just CGI! Kudos to the agency and to Illusion Studio.)

Runner-up: Burger King 'Theater Food in Backpack' by BBDO Ecuador. It doesn't look like an ad. Love the photo. Would print it and stick it on my room's wall.

BEST OUTDOOR
Very strong category. If I could choose more than 2, I would. But anyway, here they are:
Winner: Makro 'Life Extending Stickers' by Grey Colombia. I can imagine it will have a massive impact if it will be applied globally. Very simple and analog execution that you can apply it immediately. Brands can't say no to these kinds of ideas. I think it will be recognized at Cannes. (Oops, it's a Gold in Cannes!)

Runner up: Kintab 'The Tubeless Toothpaste' by BBDO Guerrero. Would love to give praise not only to the agency's ideas but also to the actual product. It's a product innovation that really deserves to be picked up on the shelf. And this simple but significant solution, I think, will give them a better chance against bigger toothpaste companies. I'm excited about their next campaign.

2nd runner-up: Decathlon 'Stolen Discount' by Rethink. As a biker in a third-world country who has experienced losing a bike, I just can't pass up this idea. This will be very, very useful, especially to Decathlon's customers and potential new ones, too.

BEST INTERACTIVE
Winner: Puerto Rican Alzheimer's Association / Spanish Broadcasting System 'Jingle Therapy' by VMLY&R Commerce. This idea hits me differently. I have a mom diagnosed with early signs of Alzheimer's disease. It's just good to know that advertising, aside from being part of pop culture, can help improve the lives of people with memory disorders. Definitely a winner for me.

Runner up: POWA 'A Father's Voice' by Accenture Song. Super simple solution but definitely a great use of TikTok. I can already imagine the helpful impact of the voice inside the hailing cab.




This week's guest judge is Herbert Hernandez, founding partner at GIGIL, Philippines.

Herbert Hernandez is a slasher. Husband/Father/Agency Founder/Recording Artist

He plays guitar after-hours for the nationally renowned bands 6cyclemind and Moonstar88. He composed one of the country's most-streamed songs 'Migraine,' which has scored 100 million plays, and counting.

During the day, he finds himself in advertising, having chalked up 20 years in the industry - and multiple wins in Cannes, the Clios, One Show, LIA, AWARD Awards, Spikes Asia, ADFEST, AD STARS, and the APAC Effies.

Herbert co-founded the ideas agency GIGIL. Only 5 years old, GIGIL has already been declared by Campaign AOY as Philippines Independent Agency of the Year, and Philippines Creative Agency of the Year - a major feat, as it's the first time in the show's history that an indie agency conquered the country's creative agency of the year category, a battleground traditionally dominated by multinationals. More importantly, GIGIL won a gold in the APAC Effies in 2020, effectively making it the Philippines' most effective creative agency, and the most effective independent agency in Asia.

Herbert has been named by regional publication Campaign to its list of '40 Under 40,' celebrating his achievements as an up-and-coming leader in marketing, media and communications in the whole Asia Pacific.

He has also been included by Adweek in its list of 'Creative 100,' an annual celebration of the world's most fascinating creative professionals, icons, and game changers.