BEST TVWinner: Bodyform/Libresse '
Never Just a Period'. My gut... I mean my womb tells me there's not a woman or person with periods out there who doesn't resonate with this ad, so I obviously do too. What's fresh and works particularly well in my view is the addition of the old paintings - dozens of faces of exasperated, suffering, worried women, rolling their eyes in annoyance and disbelief at centuries of being minimised or dismissed. Paired with the female-only orchestra, you get a sense of timeless solidarity and timely support. I love how the brand and the agency find new ways of being both consistent and surprising and how their work doesn't feel formulaic.
Runner-up: Easy Toys '
Explore Uranus'. Not at all an easy topic, so they do get extra points. The metaphor is simple and entertaining for mass audiences, so it does the trick of making this easier and more fun to talk about.
BEST PRINTWinner: People in Need '
Weightlifting'. One word. Sometimes it's all it takes to tell a whole different story - in this case, bringing attention to "sportswashing" and linking the cause to the current sport events. The image is extremely powerful (kudos to the photographer), but it's that word that changes everything. I don't think the ad needed any more copy (besides the website & the logo of course), but maybe that's just me.
Runner-up: ID Buzz '
Summer'. Beautiful image, simple metaphor, classic layout. Nice.
BEST OUTDOOR Winner: Stuart Semple '
Stop Homelessness Spiking'. When an ad gives you a physical reaction, you know you have something special. For this piercing idea to work, each asset of the outdoor campaign had to have a bespoke fit for its placement area - I love when agencies go to this level of craft to make the message impossible to ignore.
Runner-up: Bidyanondo Foundation '
Empty Shelf'. I really like the simplicity of the idea and the instant effect I imagine it must have had on the audience. No serious corporation could decline such a straightforward invitation, placed right in front of their building. Good stuff.
This week's guest judge is Gabriela Lungu, executive creative director at Publicis UK.
Gabriela Lungu is a creative director, and a creative entrepreneur. She currently works for Publicis (UK) as an executive creative director, and is also the founder of WINGS Creative Leadership Lab that helps companies elevate their creativity through co-creation, workshops, training, and consultancy.
Before founding Wings in 2017, she launched an agency (2006 - The Practice), grew it to become one of the most awarded agencies of its kind, and then sold it after seven years to Publicis Groupe. She has been working for 25 years in the creative sector in different countries, cultures, and environments, and has multi-disciplinary expertise spanning advertising, PR, social media, creative commerce, brand experience, promo & activation.
In London UK, where she lives since 2013, she was UK & EMEA CCO for Weber Shandwick (25 markets), Creative Partner at TBWA/London (leading the work for Airbnb), Global Creative Director at VMLY&R Commerce (in charge of all Diageo brands such as Baileys, Guinness or Tanqueray), and most recently VP Creative for the digital company Jellyfish Global (leading the creative social media work for Google).
Gabriela is often invited as a speaker for major international and local industry events (including D&AD Academy, Cannes Lions School or the Festival of Marketing), and to judge A-list competitions; she was Jury Chair for Eurobest, Clio Awards and Dubai Lynx, and has been part of the juries of D&AD, Cannes Lions, EFFIE UK, Campaign Big Awards, Ad Stars etc.
