BEST TVWinner: KFC '
All Hail Gravy'. It's brave. Using the Cult Classic movie genre to make an ad about another cult classic...their gravy! That's fun. Completely unexpected. Out of this world, literally. And just like that, a new generation of followers is born. Smart.
Runner up: iPhone 16 Pro '
Slow Motion in 4K 120'. Slightly more of a classic ad compared to the winner, but it's a funny script well written. Great simple visual idea, great delivery, unexpected in its own way, with smart use of production values.
BEST PRINTWinner: Maxell '
Angus'. I can't say enough how simple a powerful concept and message can be. I like that the image is striking. And it's immediacy in delivering a message.
Runner up: IKEA '
International Women's Day'. Wow. If IKEA has a dedicated line to Domestic Abuse I truly applaud it. Strong, intriguing headline. I like how discrete this looks but with a very powerful message. I assume that's intentional.
BEST OUTDOOR Winner: Wellington City Mission '
Wellington's Greatest Deed'. Wellington was on a mission to build a home for the homeless that could house many. I thought this was a clever use of outdoor as a PR stunt to get more people aware of the project and donating to the cause. Discovering that they could also become owners of the house themselves by signing this massive deed.
No runner up.
BEST INTERACTIVEWinner: KFC '
The Ultimate Fried Chicken Showdown'. It's simple. It's fun. I like how this plays with the obsession with AI and turns it into to an experience everyone will want to taste. It breaks dimensions by taking you from AI to IRL. Smart.
Runner up: PSA '
Calls on Calls'. Again, it's a simple, useful tool that is now an easier consumer experience. I like that they've perfected something so obvious but useful.
This week's guest judge is
Rosie Bardales, Chief Creative Officer at VML, New York.
Rosie Bardales joined VML New York to build on the agency's creative momentum, including its Super Bowl work for Hellmann's and the Stand Up to Jewish Hate campaign for the Foundation to Combat Antisemitism. She oversees Coca-Cola, Nestle, Unilever, Beam Suntory and FCAS accounts, leading clients to brave and effective work and growing young creative talent. A Native Texan, she returned home to the US after spending over 20 years as an expat in Europe, most recently as CCO & Partner of BETC London and global leader of BETC Paris, where she worked across clients such as Danone, Reckitt Benckiser, Mondelez, Unilever, Gant, Lacoste, Coty, Bacardi, Levi's, LVMH, and Nike.
