BEST TV
Winner: Twix '
Harmoniser'. This commercial is pure magic - the kind of offbeat, duet that makes you stop mid-scroll and grin like it's 1984 all over again. A copywriter gained their wings on this one, a perfect mix of sass and soul feels like the comeback we didn't know we needed. It's playful, it's punchy, and it doesn't take itself too seriously - which is exactly why it is one of the best ads this week. Absolute gold. It's part parody, part love letter to the sitcom era with impeccable comedic timing. Twix: Harmoniser is bringing back duets, who knows maybe we could make news more bearable, you say tariffs, I say "tarrrr---iiiifffs (in perfect harmony)."
Runner up: Johnnie Walker '
The First Women on the Moon'. Reminiscent of Hidden Figures, it highlights how women in STEM have long been overlooked. What a beautiful nod to some of the upcoming "firsts" - an homage to discovery and a powerful reminder of the distance we must still traverse.
BEST PRINT 
Winner: Chupa Chups '
Serotonin'. At first glance, I was like, "Oh that's clever." But then I sat with it a little longer and went full nerd mode. I mean, they could've picked anything sugary - sucralose, fructose, whatever kind of "ose" to stand in for candy. Say lollipop, and I say refined sugar. Simple, right? 1 + 1 = cavity. But no, these geniuses went with serotonin. SEROTONIN. The actual molecule that vibes with happiness. And not just a vague idea of it - they legit used the correct molecular structure. I mean... slow clap. Whoever on the creative team had a science degree, hats off to you.
Runner up: Ikea '
Frame'. The best work comes out of simplicity, the simplicity of truth. I can neither confirm nor deny, if you move a picture in my home, you may see what small children can do to walls. A playfully functional reminder, of some of our most emotive pictorial moments.
BEST OUTDOOR 
Winner: KitKat '
Phone Break'. Totally get it - you just get it. Whether you're doom scrolling on the toilet (no shame), or pretending to be busy watching the latest TikTok dance to avoid awkward elevator vibes, we're basically always plugged in. That's why stepping away, even for a second, feels like such a sweet little reset. A rare moment of peace in the middle of the chaos. And honestly? That's kind of everything.
Runner up: Reporters Without Borders Sweden '
Keep Up With Reality'. I remember when the 10 o'clock news hit and we'd all rush to the TV like it was a nightly ritual - our window into the world. Back then, photojournalism wasn't just reporting, it was our visual narrative with the ability to catch real life in its rawest, most unfiltered form. Even with those perfectly framed, carefully curated expressions, you could still feel the weight. The emotion, the struggle - it always came through loud and clear. Amazing to still hear it now.
BEST INTERACTIVE
Winner: Laboratoire Gallia '
MommyPhone'. Being a mommy is one of the most beautiful gifts, but no one ever tells you how hard it will be. As a baby is born, a mother is born. No one tells you, YOU will never be the same again. As you navigate through the hormones raging through your body, and you attempt to recognize the person in the mirror. It is easy to think of everyone else but yourself, what a refreshing reminder for all mommies â you matter.
Runner up: Courageous Conversation Global Foundation '
Hndsup'. The digression of any society can be charted by the innovations it creates. When a culture is thriving we create bridges, cars, and medicine. In our bleakest hours we create bombs, encrypted messages, and fences. Although the actual device is conceptual only, it does warrant the discussion of social necessity.
This week's guest judge is
Kaleeta McDade, Global Chief Experience Design Officer at VML.
At VML Kaleeta helps companies drive growth and human value through an unmatched understanding of brand and human behavior; while harnessing the power of innovation, design, data, and technology. 20+ years of experience that spans numerous industries and geographies. Holding notable leadership and creative roles with Google Brand Studio, Apple, Sapient Shanghai, Deloitte Digital and Ogilvy. Recently, she was appointed to the Meta Global Council for 2024.
Kaleeta has a proven ability to drive impact for brands, helping them shape a strategy and vision that deepens the customer relationship across every stage of the engagement lifecycle. Kaleeta's influence and leadership have shaped how customers around the world experience some of the largest brands in retail, sports, beauty and health. Her work has been revered by major clients such as Costco, Nike, Apple, Google, WNBA, LA Rams, Verizon, AT&T, Wells Fargo, and The Coca-Cola Company as one of the leaders responsible for Cannes Brand of the Year. Bridging creative storytelling, into storyliving across VML's client portfolio.
Kaleeta has spoken at numerous conferences such as Cannes, MIT, Dreamforce, Adobe Summit, Adcolor, and NY Festivals. Lending her voice as a judge &/or president for Clios, ADC, D&AD, LIA, One Show, and Cannes.
