BEST TVFavourite: Mor Koo Kids '
Better Ask More Koo Kids'. Is Thailand the last bastion of entertaining, unpredictable ads? Do they have less research? Braver clients? Free beers on set? Who knows. But it's working. Mor Koo Kids was a long walk to get to the offer, but it was a well-played and surprising walk that made me laugh.
Runner up: Petbarn '
Puppies and Kittens'. Mostly for the clickbait animals and the ridiculous earworm song. Super reductive, props to whoever decided not to fill this commercial with sensible marketing words.
BEST PRINTFavourite: This week there was no print that blew my very short hair back.
Runner up: KFC '
Open Late' had an idea. However, for me, the TBWA Paris work for McDonald's is the benchmark with this kind of brief.
BEST OUTDOOR Favourite: Clothing Please '
ESME'. An outdoor idea with a purpose. I wasn't aware of this problem, now I am and this seems like a useful and human outdoor solution.
Runner up: none
BEST INTERACTIVEFavourite: Indigenous People's Movement '
#Saved Flags'. A smart, free platform hack of the Insta bookmark tool and algorithm, which helped elevate the idea and awareness of the issue. Maybe it also contributed to repealing a law. Greatness.
Runner up: '
#ScantheScar' for Amnesty International. A creatively fresh way to shares some awful facts on the crisis in underage pregnancy, facts that most people would rather not hear. There were some complex steps in the user journey, but I applaud the intent of this work.
This week's guest judge is Genevieve Hoey, global creative director at the LEGO Group, Denmark.
She's an awarded creative leader and brand builder with 20 years of agency experience in Europe, China, the US and Australia. She excels at infusing brands with humanity, transforming perceptions for iconic brands like BMW MINI, Google, Converse, Nike, H&M, Planned Parenthood and Uber. Her culture-first work has earned awards and cultural recognition, including an Emmy, an ARIA, a Fast Company World Changing Ideas nod and a Tribeca nomination.
As a queer creative leader, Gen brings a unique perspective to her work, fostering creativity through collaboration in diverse, fun, and respectful environments. Passionate about provocative ideas that matter, she's delighted by pushing boundaries and breaking rules. While she loves all music, her heart belongs to Prince. She's learning the drums, she loves travel, family, sport, culture and doing the bidding of her two young sons.
