BEST TV
Winner: Xbox '
Wake Up'. Intriguing, unusual, and well-crafted. A piece of narrative storytelling that drew me in and twisted the usual rather lazy convention of seeing gaming as a waste of time for stoners. It shows the ultimate escape from the rat race, shot by the perfect choice of director for a dark and psychologically intense story exploring human nature.
Runner up: PETA '
Dismember It Yourself'. A familiar but still horrific concept. It made me feel something - which is no easy feat - even if that something was disgust. Shock tactics can work when they're delivered in a jolly, DIY influencer format.
BEST PRINT
Winner: Phillips Milk of Magnesia '
See you soon'. A lateral leap gives the final ad a visual hook that leaves you wanting to find out more. One quick look to the bottom right gives you the pay off. Simple, well put together, and memorable.
Runner up: KFC '
A&W'. Simple and brilliantly art directed. What better way to say in a visual: 'We taste so good we put the competition out of business'. There were others in this category that had interesting concepts, but the art direction on this sang to me.
BEST OUTDOOR 
Winner: Croatia Polyclinics '
Your Posture Is Your Future'. A good use of media and technology to help solve a national problem. Not the most beautiful work, but a useful and interesting use of outdoor - I hope it makes a difference and isn't just awards fodder.
Runner up: Zoo de Granby '
Blink of an Eye'. A powerful way of showing the fragility of nature through a medium that we see as precious: art. A smart use of technology, I'd love to know what impact it had.
BEST INTERACTIVE
Winner: La Roche Posay '
The Life Saving Routine'. A great way of delivering an important message in a moment when the recipient will be focused and engaged. What's more powerful than the idea that starting conversations can lead to saving lives?
Runner up: Jiang Nan Hotpot '
Michelle Lyn Stars'. This is daft, but we need more fun in the world, and the work. It made me smile and, as I've already said, I love stuff that makes me feel something.
This week's guest judge is
Katy Hopkins, Executive Creative Director at Iris London.
Katy is an award-winning creative leader with a career spanning 17 years in the advertising industry. She joined Iris London as Executive Creative Director in 2024 from House337, where she led creative work for brands including NOW (Sky), B&Q, PETA, and Green Flag.
Since joining Iris, Katy has been instrumental in shaping the agency's creative direction, driving innovation, and elevating the quality of work across its portfolio. Her approach blends bold thinking with cultural insight, ensuring that Iris continues to produce work that not only stands out but also delivers commercial impact.
Throughout her career, which began at WCRS, Katy has built a reputation for creativity that resonates. Her work has been recognised at most of the industry's most prestigious awards, including Cannes Lions, D&AD, British Arrows, Creative Circle, One Show, and Kinsale Sharks. Notably, her PETA campaign-"Kill the tradition, not the turkey"-was ranked among AdForum's top five socially responsible campaigns.
Beyond her client work, Katy is passionate about nurturing creative talent. She has mentored winning teams in the Creative Equals' Creative Comeback scheme for three consecutive years and is a firm believer in the power of creativity to drive change.
Outside of advertising, she applies her creativity in diverse ways, from launching a women's cycling brand to developing an art installation that visualises public sentiment around politicians in real time.
At Iris, Katy continues to push boundaries, ensuring the agency remains at the forefront of creativity and innovation.
