Seen and noted

BEST TV
Winner: Meridian Bank 'World of Numbers'. A visual treat. We've seen banks play in this space, but the direction and tone of this one felt fresh to me. I think the power in this piece is that the viewer has been allowed to spend the time absorbing this, strangely beautiful, Orwellian world. So often brands are quick to get to the part where they save the day. But letting the tension play out is much more entertaining for the audience. And entertaining is what ads are meant to be. Right? RIGHT?

Runner Up: ASICS 'The Desk Break'. Cut to Brian Cox wearing 'shorts and sneakers' sent me. I'll never unsee that. I like this for a few reasons. One. The idea of a desk being dangerous is inherently fun. So this piece takes on a serious issue and makes light of it insightfully. It resonates for that reason. And I am probably going to move tomorrow. Two. It's an ad for ASICS, a sports category brand. Unexpected. Tick. Three. They got "f**k the fruit" into the final edit. We all felt that one.

BEST PRINT
Winner: Condex 'All night'. More print like this in the world please. A simple twist on a visual always wins.

Runner Up: Nivea Sun 'Exposure Control'. Almost everything has been done in the category of sun protection. So this idea of exposure and connecting that with a visual device that younger generations are truly familiar with was an interesting way in.






















BEST OUTDOOR
Winner: Decathlon 'Rentals for Rubbish'. For a brand, asking people to pick up rubbish is a tall order. But the placement of this idea is what makes it effective. You could spend an hour in the park pretending to read that book you've been carrying for months, unwilling to admit that you're bored. Or, you could pick up some rubbish and rent yourself a bike.

Runner Up: Telstra 'Arms'. Three words on a billboard. A delight.


BEST INTERACTIVE
Winner: Love Better 'Lovecreep.nz'. I love when our industry creates tools so much. As well as the impeccable craft, what makes this idea so special is the use of real examples and the ability to create and engage with the simulation. The decision to center this build around that interaction adds such a sense of connection to a subject that can be so isolating. Validation is everything.

Runner Up: Billy Boy 'CAMDOM App'. I'm always happy to see a brand offering more than just its product. And as this online world is still letting younger generations down, it's nice to see an idea attempting to get ahead of it. They've made a hugely heavy issue feel a little lighter with a seemingly simple, well designed app.

BEST RADIO
Winner: Virgin Media 'Places'. I feel like Brian Cox just walked me through a big old house. And it was kind of lovely.

Runner Up: Daylesford Macedon Tourism 'Feel Human Again'. A simple way to talk to the idea.


This week's guest judge is Katyana O'Neill, associate creative director at Johannes Leonardo, New York.

Katyana previously held positions at DDB Sydney and The Monkeys Sydney. Throughout her career she has kept relationships intact with Tower's Valentine's Insurance, created Brewniversity, an online establishment dedicated to the study of beer. And saved lives for The Heart Foundation. She launched a Berlei bra and started a much needed conversation about censorship in our media in doing so. Brought furniture to life for IKEA. And more recently, crashed a hotdog into cheese for Oscar Mayer, shot a VW ad with Olivia Wilde, and helped people get their ride right for Uber.

After hours, Katyana was part of founding 'The Interview before the Interview' which went on to shortlist at D&AD's side hustle. And launched G'day Y'all Guide, a guide to get from down under to New York City.

Katyana strives to deliver ideas to the world that stay with people for years to come.