This week’s Bestads guest judge is Ian Mackenzie, chief creative officer of FCB/SIX, Toronto.
BEST TV
Winner: Hornbach 'It Seems Impossible. Until You Do It'.
A compact epic - and a fun ride built on a true truth. This brand
understands and expresses empathy for its users. A classic TV commercial
in all the right ways.
Runner-up: Facebook 'Survive - Coogans'. With so many restaurants closed, it's nice to see at least one of their stories well told.
BEST PRINT
Winner: State Street Global Advisors 'The Original'.
An incredibly fast and emotive response to the passing of an America
visionary. It reinforces the power of the individual - and the power of
iconography. I saw this shared on social before I knew it was a brand
activation.
Runner-up: VIVA 'Toast'. A smart, simple note on the tension between our photos and our real lives - tethered to a discount message. Hard working!
BEST OUTDOOR
Winner: Ecox 'Emergency Bikes'.
One of those powerful, hidden in plain sight-feeling ideas. It pushes
at the edges of what we might consider outdoor. But if an advertising
innovation can get a paramedic to a critical situation faster, I'm in.
Runner up: Tencent Youth Science Festival 'IMARS Cinema'. Love that this brought epic space experiences to marginalized communities.
BEST INTERACTIVE
Winner: IKEA 'IKEA Product Pose Yoga'.
Excellent idea and brand fit. A piece of long form content that's also
perfect for slicing, dicing and deploying into zillions of other ad
formats. Well-conceived, structured and executed.
Runner-up: No Frills 'Haulin State of Mind'.
I could see a brand putting out a track or two and leaving it at that.
An entire album? That's called insisting on the joke, and it makes me
love No Frills' incredible Haulers platform even more.