BEST TVWinner: One NZ '
Finding Jade' - FCB New Zealand. From the first line, I was hooked. I wanted to know what happened. I wanted to know the ending. And I yelled at my screen when I realized there would be a second part. Kudos, on the non-traditional casting, the copywriting, and the overall editing of the piece. I can't wait to see what happens next - which is exactly what you want in a piece of work.
Runner Up: Thai Health Promotion Foundation '
Lamdun' - Leo Burnett Group, Thailand. I admit, perhaps, I like this spot so much because I just spent three weeks in Asia, and I found the humor fun and engaging. Yes, this is a little weird, but I love the message that it's sending. I also enjoyed the production values and the amazing cast. Great job, Leo Burnett, because I can imagine this wasn't an easy brief to crack.
BEST PRINTWinner: Pedigree '
Don't Judge, Adopt Goths' - Colenso BBDO. I love when print is simple, engaging, and rings true. I've been a fan of the Pedigree campaign since discovering it earlier this year. This execution made me laugh, as it reminded me of some of my own fashion mistakes. Well done, Colenso BBDO, on another great piece.
Runner Up: APAV '
The Portuguese Association for Victim Support' - Made Brazil. Simple and memorable. I love the message behind this print campaign. I also love the use of illustration, so you can see yourself in the ad. I would love to understand more about the campaign - where it ran and what other components were included. But, as a standalone piece, it's quite powerful.
BEST OUTDOOR Winner: Overeem Whisky '
Airport Billboard' - Showpony. So much of a good out-of-home billboard's success comes from its placement. In this case, being just outside an airport makes the headline make perfect sense. And while I'm not a whisky drinker, it made me curious. And that's saying something. Simple, straightforward, and well-executed. Great job.
No runner-up.
BEST INTERACTIVEWinner: FujiFilm '
[Mind]ography' - Hero. My mind was literally blown when watching this video. If this truly functions as intended, it could change the way we all think about memories. Imagine a world where you can be present at an event - not having to photograph or take video - and later capture the essence of the event through your memories alone. Very cool idea. I'd love to be a part of the beta-test group.
Runner Up: Heinz Ketchup '
Pickle-Flavored Ketchup' - TBWA Australia. Who doesn't love an absolutely silly stunt? Sending a guy in a pickle costume to the largest tomato festival in Spain was a very funny, interesting idea. I'd love to see what they did next with this - because clearly this was just the beginning of the idea. Well done, TBWA Australia.
This week's guest judge is Rich Levy, chief creative officer, Klick Health, New York.
Rich enjoys doing things differently.
Healthcare can't be creative? Agencies under his supervision have won "Most Creative Agency" at the Manny Awards eight times. Healthcare can't win at the highest levels of creative competition? How about winning 12 Lions at the Cannes Lions International Festival of Creativity in 2023 & 2024 including the Grand Prix for Innovation? Rich believes that the work being done right now in healthcare is among the best and most important work in the world.
As a leading creative thought leader, Rich has been recognized on MM&M's and PR Week's "Health Influencer 50" list and served as Jury President for the 2018 Pharma Lions at Cannes Lions. In 2019, he was inducted into the DTC Hall of Fame, while, in 2021, Rich was honored with the MM+M Pinnacle Award and served as Pharma & Medical Jury President at the London International Awards (LIAs). In 2023, Rich served as the LIAs Health & Wellness Jury Chair.
He has helped the agency earn top accolades, including Cannes Lions #2 Healthcare Agency and #2 Health Network (2023, 2024), Cannes #3 Independent Agency (2024), Clio Health #1 Independent Agency (2023, 2024), & LIA #1 Global Independent Health Agency (2023).
Teaching the next generation of creative talent has always been important to Rich. He has held advertising faculty positions at the School of Visual Arts, the Fashion Institute of Technology, and Syracuse University. One of the things that Rich is most proud of is mentoring people to reach their full potential. Currently, over a dozen creative leaders who have worked with Rich are among the leading agency Chief Creative Officers and Executive Creative Directors in the industry.
Before making his move to healthcare, Rich had a lengthy career in consumer advertising and his work has been honored by the Effies, Cannes Lions, The One Show, Art Directors Club, Andys, and Clios. The "Can You Hear Me Now" campaign slogan he wrote for Verizon Wireless is in the Advertising Walk of Fame and his work for Canon is a part of the permanent collection of the Museum of Modern Art.
