Bestads Six of the Best Reviewed by Eduardo Basque, Senior AD, McCann Health, Sao Paulo

12/01/2021

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12/01/2021

Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative director or team to select their own personal favourites

This week's guest judge is Eduardo Basque, senior art director, McCann Health, Sao Paulo.

BEST TV
Winner: Johnnie Walker 'Astronaut'. A film that brings history, purpose, optimism, emotion and a wonderful concept. An impeccable production that encompasses new technologies and that brings us a final result of emotion. When an agency and a client are able to bring all these ingredients together in one job, the result can only be this: exciting. Congratulations.

Runner-up: WhatsApp 'A Family Diary'. Who has never revisited whatsapp messages, especially during the pandemic, trying to remember good times? That's what this film brings. Reality and empathy. Two ingredients that, together with an overproduction, inevitably fall into popular taste and become one of those campaigns that everyone talks about.

BEST PRINT
Winner: PlayStation 'Play has no age, play has no limits'. Print campaigns that shows no products are a rarity these days. Those are things that only a big brand already consolidated in the market can do. However, with great power there must also come great responsibility. The challenge is always enormous in conceptualizing product and brand campaigns that are already renowned for great ideas. In this case, a simple and easy and straightforward way is responsible for winning the first place of the week.

Runner-up: Calcalist 'Starting the year with a blank page'. Happy new year, 2021. Although it is not something totally new (including an idea that has already been in the Grand Prix in Cannes), I have considered this work because of the client's boldness in approving a blank cover for his own newspaper.

BEST OUTDOOR
Winner: Puerto Rican Down Syndrome Foundation 'The Happiest News Report'. Excellent idea. Who is not excited to see a down syndrome patient with his characteristic contagious joy at any time and in any situation? The association was the happiest they could have done. Inspiring.

Runner-up: Movistar & DogPack Foundation 'DogPacks, stickers you can adopt'. Simple and very clever idea. Entertainment association with utility and purpose. Simple ideas always tend to be the most brilliant, but the most complicated to arrive at the result.