Seen and noted

BEST TV
Winner: Citroen 'Eat the rich'. I like how the paradigm shift - democratizing electric cars - is conveyed through a single, simple message and represented in such a powerful, cinematic way. While the commercial features all the typical elements of a car ad, dynamic car action paired with memorable music, it keeps us entertained every second.

Runner-up: Telstra 'Better on a Better Network'. I can imagine the creatives having a blast developing these films. Well done crafting a short format filled with humor to convey a single value proposition of the product. This line "better on a better mobile network" has the potential to stick in people's minds and entertain the audience for a long time.

BEST PRINT
Winner: POWA 'Diddy Cam'. Changing behavior and encouraging victims of domestic violence to come forward is not an easy task. It was a smart approach to leverage a widely discussed video to join the conversation and create the right spotlight for the message.

Runner-up: Anchor 'World Milk Day'. It's a clever way to celebrate milk without showing any images of it.

BEST OUTDOOR
Winner: Corona 'Sunset O'Clock'. I love the idea of repurposing an often-overlooked element—the time stamp on the bottle—and transforming it into a fun way to reward consumers. This clever approach not only engages customers but also positions Corona as the go-to beverage for sunset hour.

Runner-up: Ikea and Save the Children 'A car is not a home'. Considering the mindset of IKEA customers who visit the store to enhance their home spaces, encountering these installations provides a timely opportunity to cultivate empathy for those without a place to call home.

BEST INTERACTIVE
Winner: Fortnite ISDN 'Shield Against Cancer'. This is a smart way to raise awareness about skin cancer in the digital world but effectively influencing real life behavior. ISDIN has found the right media to ensure their message resonates with a younger audience, making it less likely to be ignored.

Runner up: Nissan 'Test Drives Test Lives'. 3Everyone who has worked with cars understands the challenge of turning interest into sales. The test drive moment is crucial, and while this idea may not be groundbreaking, I can see customers being delighted.

BEST RADIO
Winner: Mountain Dew 'Play The Dew - Dew Battle'. I love the simplicity of it, a clever ad tailored for gamers.

Runner-up: Safer Boating 'The World's Longest Safety Briefing'. It's nice how they leveraged the pirate radio legacy to deliver an educational message, effectively engaging a typically hard-to-reach audience.




This week's guest judge is Luciana Cani, executive creative director at AKQA Portland.

Luciana is a creative leader with over 25 years of experience spanning four continents. From her beginnings in Sao Paulo to her ventures in Lisbon, Chicago, Tokyo, and Portland, her career has been marked by diverse and enriching experiences.

Throughout her journey, Luciana has collaborated with exceptional teams, resulting in memorable campaigns that earned global recognition, including a Grand Prix in Cannes. Her innovative projects, such as a tequila-raining cloud and a tennis match portraying Serena Williams from two different eras playing against each other, showcase her boundary-pushing creativity.

Luciana's commitment to thoughtful leadership extends beyond her creative endeavors; she provides mentorship to young industry leaders and writes opinion articles on the subject for a marketing magazine in Portugal.

With a focus on innovation and fostering strong workplace cultures, she brings a wealth of creative excellence and a global perspective to every project she undertakes. Most importantly, she firmly believes that happy people produce better work.