Seen and noted

BEST INTERACTIVE
Ok, I'm starting with Interactive because I feel like that was some of the best work I saw today.
Winner: Axis Bank 'Sanskrit Password'. I love ideas that can solve two problems at once, and this one did just that. Using cyber security as a reason to learn a dying language is really clever. There have been a few projects the past few years around saving languages, but this is the first I've seen that went beyond just the act of preserving and created a functional benefit for it. That being said, I barely remember my passwords in just one language, so I can't speak to how effective it will be, but love the effort.

Runner-Up: Asahi Super Dry 'Skill Tester'. Never count out a solid consumer challenge idea. And we all know how enticing those claw games can be. I may or may not have spent $23 trying to win a 30-cent ball from one of those before. For the kids, of course. Really love the fact that you had to purchase the product in order to play - makes it a really smart commerce play.

BEST OUTDOOR
Winner: Carlsberg 'DrunkenBait by Carlsberg'. There wasn't a ton jumping out at me in this category, but I did think this was a clever way to bring attention to alcohol-induced drowning deaths amongst fisherman. I'm just not really sure how many fisherman actually drown as a result of drinking too much. In the US, it's typically people stumbling home from a bar and go the wrong direction. But this would definitely be hard to miss. I could see these really popping off in the fisherman community just for the pure novelty of it being such a unique lure - if it still worked for catching fish.

Runner-up: Kayari 'The Mos-kill-to-billboard'. Love the intention of this idea. Anytime you can use media for a greater good and not just an ad, I'm intrigued. But I did think instead of repelling mosquitos, the ad maybe should have attracted them and killed them. Most of the executions show the billboards in areas not particularly close to people, like the highway, so if the boards are repelling mosquitos, it's just sending them away from an area where there aren't people, likely to an area where there are. But I love creative media that demonstrates how the product works.

BEST TV
Struggled a bit with this category. Wasn't much that jumped out at me. It did make me worry that my attention span has been negatively affected by the endless scroll as most of the spots felt really long to me.
Winner: Ad Council 'American Dreams'. The film on this was really beautiful and pulled me in right away, as did the poetry of the voice over. Then it punches you in the gut with that stat. Powerful message, nice execution. Wasn't longer than it needed to be.

Runner-Up: Apple Watch 'The Relay'. I went in assuming this would be my winner, but after watching it, I didn't really feel moved the way I thought I would. Maybe we unfairly judge Apple film because so much of it moves us. Or maybe this one just didn't hit the way it could have. Not sure. It was beautiful film-making and editing, as you'd expect, but the story felt a bit contrived to me and the music/voice-over was kind of distracting and killed the emotion. Also felt long. Still a nice piece of film with a good message - and as usual, showed off the product features through the story-telling.

BEST PRINT
Winner: Vivo 'One Tap Away From Excellence'. Had to give this one credit for going up against AI and showing consumers how much easier it is to just take a picture than try and create one. It's a smart strategy given most people do believe AI is complicated. This reinforces that stereotype and positions the product as the easier choice. Maybe could have pushed the copywriting a bit, but nice idea.

Runner-up: Twisties 'We Got It Twisted'. I love work with tension in it, so acknowledging the broader campaign in my vote here. They took a negative moment and turned it into a positive one, which I'm sure earned them more brand love than if they had done none of it at all.

BEST RADIO
Winner: Bingle Insurance 'Punk Bingle Jingle'. Radio feels like a category in search of more innovation and creativity and this week's crop sort of proves the point. But I don't think anyone can argue with the power of a good jingle. I wouldn't exactly call this one an ear worm, but it's got some catchy lines.

Runner-Up: Gippsland Dairy 'Ad Break'. Again, we didn't push the category here, but I did appreciate Gippsland's attempt to lean into the medium and do something that could stand out from all the noise. And self-aware work has its charm right now.




This week's guest judge is Allison Pierce, chief creative officer, VML, Kansas City.

As chief creative officer, Allison focuses on creating work that makes brands famous. Since joining VML in 2012, she has been a major force, producing some of the agency's most innovative and awarded work - helping win over 60 Cannes Lions and being named in Ad Age's top 100 most creative and influential people (right alongside Dwyane "The Rock" Johnson).

Allison has a passion for less traditional ideas, which has led to the creation of two patent-pending products - a viewer that helps colorblind people see fall foliage and a wearable device that measures laughter and excitement. She's also helped create 3 full-length films, a book that revolutionized voice banking and a unique font that helps low-vision developers. Over the past 12 years, her work for the state of Tennessee has garnered so much earned media attention, they've essentially doubled the value of their media budget.

In 2018, she helped lead the first all-female creative and production teams to bring to life Bumble's Super Bowl spot featuring tennis star Serena Williams. It was the #1 most engaged Superbowl commercial on social during the game and landed #2 on Oprah's list of Best Superbowl Commercials that year.

Throughout her tenure at VML, Allison has helped lead creative efforts on some of the biggest brands in the world, including Intel, Wendy's, Mazda, Gatorade, SmartWater, ADT, Electrolux/Frigidaire, Kashi, and Dicks Sporting Goods.

She balances her professional life with being a mom of 2 young boys and is an avid equestrian and tennis player.