Seen and noted

BEST TV
Winner: Deutsche Telekom 'Can't Catch Me'. A PSA done with taste, avoiding the typical industry techniques used to teach people the problems they ignore. The action gets weirder in the best way and turns into a great watch that leads to a microsite that's actually fun to dig into. Telekom's Own Your World nails the digital identity meltdown with stellar visual direction and captures the world of lo-fi perfectly.

Runner-Up: Thai Health Promotion Foundation 'Odd(s)'. We've seen a lot of stop drinking commercials, and while this one leans on familiar storytelling, it doesn't shy away from actually entertaining the viewer. Great casting and direction keep you locked in and laughing as the fever dream escalates with a smart central idea that sticks.

BEST PRINT
Winner: Gatorade / Barcelona SC '100 Years of Yellow Stories'. The Gatorade shower is iconic and one of the brand's most recognizable visuals. When celebrating 100 years, it's best to focus on what got you there. This is a perfect use of a fraction of a second to celebrate 3,155,695,200 seconds.

Runner-Up: Optica Los Andes 'Keep it Private - Diarrhea'. We all know someone with their phone's font set way too big. Good insight that landed a chuckle. Simple idea, but the text message could have spilled a bit more tea.

BEST OUTDOOR
Winner: Carers Trust 'Protest From Home'. Love a convoy that cares. This virtual protest is a powerful and creative way to shine a light on the incredible sacrifices unpaid carers make every day. The use of personal stories broadcast outside Parliament not only grabs attention but also makes the issue impossible to ignore.

Runner-Up: TD Bank 'Own A Piece Of It'. Great use of outdoor that turns a well-known legal snag into a smart creative win. It's simple, gets the message across fast, and sticks with you. You can tell the legal team probably had a good laugh and said, "Okay, you got us." Proof that limitations can actually spark good ideas.

BEST INTERACTIVE
Winner: DOUBLEMINT / Gift of Life Marrow Registry 'Hero Gum'. You learn something new every day. This is a smart and fresh way to educate while making stem cell donor registration easier and more approachable. Pairing DNA collection with something as simple as chewing gum is pure genius. It's an idea that has staying power.

Runner-Up: Volkswagen Canada 'Buzzcodes'. A clever campaign that brings cinema lovers and VW fans together in a fresh, fun way. By turning license plates into an interactive scavenger hunt, it taps perfectly into our love for discovery and detail. Not gonna lie, I've probably got over 300 photos of vanity plates on my phone. This smart approach not only celebrates nostalgia but also sparks curiosity and creates a genuinely engaging experience for VW.


This week's guest judge is Theo Gibson, Executive Creative Director at JOAN, New York.

Theo is an ECD at JOAN and is known as an award-winning creative, brand strategist and content specialist with over sixteen years of experience in the marketing industry. His never-ending mission to see the beauty and obscurities in life and challenge conventional thinking has led him to work with large global brands, launch effective campaigns and create award-winning films.

Theo is a graduate of Humber College's Advertising and Graphic Design program, an advisor at HXOUSE, and a mentor at One School where he mentors young creatives. He also previously taught at the George Brown School of Design and sits on the program's advisory committee.

With a focus on creative and brand strategy, Theo continuously establishes himself and his partners as progressive creatives and marketers.