BEST TV
Winner: Spark New Zealand '
Split'. With social audio rapidly becoming optional these days, visually-arresting stories are critical. This spot had my attention at the car splitting apart and I enjoyed seeing where the journey, and her phone network, would take her before the vehicle zipped back together. Charming. Smart. Underplayed. I leaned in.
Runner up: Sunwater '
Live Dangerlessly'. This spot plunked us down in a familiar youthful decision dilemma, but with zero waffling from our hero. Instead, he rattles off all the dangers and inconsistencies of the bad idea. Then, calmly and confidently walks the other way into the sunset. Feels like they maxed the budget and it was well-written to boot.
BEST PRINT
Winner: Paga Todo Paga Millonario '
This Dream Deserves a Chance'. Love that this print has very few moving parts. A headline and a head (in this case, one exhausted from having multiple jobs), which gives the dream hope. The visual makes you empathetic, but also connects to anyone who's ever felt trapped in their day-to-day weariness.
Runner up: Hyundai Ecuador '
Stability - Life Signals'. Brings up a very serious issue with a very logical metaphor. And even though mental struggles may not be as obvious as dashboard warning signs, the ads deliver the behavior that could be a sign that someone you love, may need help.
BEST OUTDOOR 
Winner: Alberta Society of Radiologists '
Venn Mammograms'. A concept that dates you in a positive way works brilliantly here. A little visual puzzle to see if you know what the clues mean...means you're in range for a mammogram. The graphic nature of the ads stands out from the sea of typical photo-real images plastered in the space. Makes you think and act.
Runner up: Lime '
Good Service On All Limes'. Simple wins. In the heat of Underground improvements in London, there was a big uptick in Lime usage. The scooters suddenly became a necessary plan B and Lime leaned into this shift with a clever twist of renaming iconic tube lines.
This week's guest judge is
Mike Roe, Chief Creative Officer at Hanson Dodge in Milwaukee.
Mike's creative philosophy is 'to make something is to learn something'. It's a perspective forged by a diverse background in creative organizations and 25+ years in the biz.
His experience includes serving as Executive Creative Director at Energy BBDO in Chicago in addition to senior creative roles at Carmichael Lynch, mcgarrybowen, Razorfish, Gravity Labs and, most recently, Hoffman York. His client portfolio boasts brands such as Mars/Wrigley, Henkel, SC Johnson, Jim Beam, Bud Light, LL Bean, USAA, Smuckers, Kleenex, Aldi, Citi and Oscar Mayer, to name but a few. His work has won EFFIEs, Lions and One Show Pencils and been featured on the pages of Communication Arts and Luerzer's Archive.
Mike is soccer obsessed and has a vintage Star Wars collection in his basement. (The living room was a no go.) Mike loves hanging out with his wife Bridget and two kids, Lauren and Nicholas.
