BEST TV 
Winner: Orange '
Whatever Your Christmas'. Orange inserts itself into a series of increasingly playful, unexpected moments so fluidly that you almost forget you're watching a list of product benefits unfold. The best part: after all the depictions of potential danger, the Orange salesman is also just your jolly uncle at a perfectly joyful Christmas celebration. It's quirky, funny... and just creepy enough to break through.
Runner-up: Naturals '
Tree To Treat'. Beautifully shot, cleverly edited, and sonically lush. The film juxtaposes humanity, culture, and nature with its frozen treats in a way that's so melodic it makes me believe there's joy dancing inside that little box.
BEST PRINT 
Winner: Volkswagen '
Binoculars'. An amusing use of toy binoculars. The copy veers a bit circular, but there is a payoff to the playful visuals: it'd clearly be a bit silly to trust anything but genuine VW parts for your VW.
Runner-up: JBG '
Hitchcock'. A good print ad creates just enough mystery to make you lean in. This was a fun way to use the master of suspense to make a point.
BEST OUTDOOR 
Winner: Government of Rio de Janeiro '
Strawberry-flavored Emphysema'. Outdoor should be a quick-readâyou want something with stopping power. These rotting strawberries protruding from a bronzed windpipe stopped me. It's both familiar yet strange in its combination of food and the human form, turning something potentially abstract into something far more visceral: I can't picture what my rotting lungs might look like-but I can almost feel these rotting strawberries.
Runner-up: Auckland Transport '
Have a fling with this thing'. Auckland Transport takes something we traditionally see as unglamorous-riding the bus-and makes it feel exciting. And instead of begging people to try it, they entice us to sample. There's no need to commit to changing our habits-it's just a "fling"-which makes trying it feel paradoxically safer and more thrilling.
BEST INTERACTIVE
Winner: Child Focus '
Payboy'. This is a great example of what an interactive experience can do. Trick the eye just enough to lure you in, then surprise you with a powerful message that gets under your skin.
Runner-up: Xbox / Sky Sports '
Missing Managers'. This one wins for the campaign as a whole vs the video itself. As a whole, the campaign is a great example of how we can meet people at the moments they're most engaged-and translate interaction into real-world empowerment.
BEST RADIO 
Winner: MasterCard '
Transit Tales - Oh Water, Where Art Thou'. A cliffhanger twist on a classic is an entertaining way to reach commuters. The audiobook-as-ad construct is a great use of the medium.
Runner-up: Re-thinking Eggs '
One Day I'll Fly Away'. A crafty use of audio to reimagine a popular song ("One Day I'll Fly Away") as an anthem for egg liberation.
This week's guest judge is
Jindai Joseph, Executive Creative Director at Elite Media, New York.
On paper, Jindai is the 34-year old Executive Creative Director at Elite Media, the Black-owned, female led, independent creative agency based in Harlem. But what sets Jindai apart is that she is the driving force behind the American Family Insurance Effie award-winning "Life's Better" campaign, which has increased brand linkage among the company's core growth audiences by an average of 18%.
Jindai has done this through a thoughtful, impassioned and unconventional approach to creative, grounded in real truths, lived experiences and a genuine understanding of today's new consumer market - one where multicultural is no longer the exception, but the rule. Jindai has understood from the beginning of her time on the brand that insurance is about protecting the items people value most - their dreams - unlike competition, which trains younger consumers to see the insurance category as transactional.
But perhaps this should come as no surprise. Graduating with a degree in Philosophy and Music from Columbia University, Jindai launched her career as a singer/music producer while at the same time acting as a marketing manager at a Hedge Fund. She joined Elite as an Executive Assistant, but rose quickly through the ranks in various roles before being named the agency's sole Executive Creative Director in 2023.
Jindai comes from creative revolutionary stock: she was born in pre-gentrification Harlem, raised by a member of the Panther 21 and a black beauty icon, and is godsister to the late great rapper Tupac Shakur.
Jindai's work has been featured on the pages of industry trades. It's proven the importance of pushing the boundaries of creativity, being deeply rooted and attuned to culture and creating highly resonant and engaging storytelling.
