Tue, 25 Jan 2022 08:10:00 GMT
This week's guest judge is Damisa Ongsiriwattana, co-founder and executive creative director at SOUR Bangkok, Thailand.
Favourite: TAKT 'Thank You'. The idea is clever and humble. I like the way of storytelling about sustainability in a humorous way and the situations in the film are hilariously insightful. This can definitely connect to the new generation target.
Runner up: Gucci / The North Face 'Oakworth Station'. It's so Gucci. The film is beautifully crafted. Featuring Francis Bourgeois, the social influencer, the film portrays Gen Z activities in the vintage film look. This sense of contrast is very interesting and fashionable. Moreover, the film creates hope and inspires all of us back to travel life, that weâre all wishing for after the covid situation.
Favourite: Acko 'Scary'. The idea is simple. The campaign demonstrates the power of print ads. In the realm of tech and complicated tools, product or apps, this work can prove comprehensive by delivering the key benefit with the one powerful visual.
Runner up: FRUCO 'Add on flavour - WINGS. The idea and execution are effortless and exceptional. Playing with the double meaning of the word âWingsâ can illustrate the angle of turning into a flavourful devil. And the execution is worthy for saving production costs in a covid-economic situation.
Favourite: Twitter 'Tweeted It Into Existence'. The idea is incredibly powerful. Thai people using twitter as a tool to express negative comments without responsibility. So, this campaign is one of the best game changer for audiences' perspectives. It turns users' tweets into the commitment to their dream. According to the various significant campaigns from twitter, I was surprised they still can come up with this angle. The execution is also simple, just showing the tweets from the past without overly executing. The idea also resonates social voice to on-ground statement that is even more powerful for Outdoor media. I love the campaign.
Runner up: Road Safety Commission of WA 'The Shadows of Summer'. The road safety brief is quite difficult because it's been presented in various executions. However, this campaign discovered a new angle by relating it to an occasion of the summer and seamlessly connecting the message with implementation very well.
Favourite: Google 'Year In Search 2021'. Google Search is designed for function, however, the campaign could transform search data to emotional connect with the consumers. There is nothing more powerful than the truth. And the campaign can continually emphasizes the purpose of the brand from day one.
Runner up: House of Hoops 'Mark of Greatness'. Personalization and social exposure are normal demand for the young generation these days. This campaign can serve their needs perfectly. And I also went to customise my logo in the website, the UX design is thoughtful.