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Bestads Six of the Best Reviewed by Etienne Renaux and Paul Marty, ECDs, Herezie, Paris

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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

Bestads Six of the Best Reviewed by Etienne Renaux and Paul Marty, ECDs, Herezie, Paris

This week's guest judges are Etienne Renaux (right) and Paul Marty (left), executive creative directors at Herezie, Paris.

BEST TV
Winner: Global Women 'A Career-Limiting Move'. This project stands out the most this week. First, for its craft, with a treatment that's eye-catching and ultimately quite fresh. Even if the subject is very serious, humor is a great tool to get the message across in an even more relevant and impactful way. And the signature evokes a big idea that opens so many doors to creativity, it's inspiring.

Runner-up: NRMA Insurance 'Invisible Fires'. An authentic piece of content, to say the least, with advanced craft. Not an easy brief, the psychological consequences of the fires in Australia, but they've transcribed it well creatively. It's maybe a little long but it's beautiful. And bonus point for using Julia Stone's voice.

BEST PRINT
Winner: Fire and Emergency New Zealand 'Return to Script Department'. The idea is really interesting, and the craft quite advanced. It made us want to take a closer look at the details, even if a simpler version would have been enough.

No runner-up this week.

BEST OUTDOOR
Winner: Roncesvalles Village Business Improvement Area 'Not For Lease'. Sometimes simple ideas are the best. Here, you have an idea that goes beyond the simple advertising we're used to judging and it's clear that the experience lived by the locals is at least as relevant and direct as the message. A locally relevant idea with a simple craft - effective.

Runner-up: Folha de S.Paulo Newspaper 'The Most Valuable News'. Honestly, we're not huge fans of the idea, but we get the thought process, and we have to recognize the immense amount of work that must have gone into crafting this campaign - very well done.

BEST INTERACTIVE
Winner: Cadbury 'Cadbury Worldwide Hide'. This is the first time we've seen a campaign where the user has the ability to "modify" Google Street View directly in real time. Just the simple idea of being able to hide an egg wherever in the world you want in order to send a message to a loved one - it's perfect for the brand. So, yes, we've already seen easter egg hunts on Google Maps (all you Pokemon masters know what we're talking about) but this is different enough to stand out.

Runner-up: Call of Duty Black Ops: Cold War. Another great promo for Call of Duty - we're used to seeing great things from the franchise and this time's no different, using a medium that we're not used to. We think it might have been nice if they focused on creating original content in line with the game rather than focusing on the contest angle but it's definitely an incredible initiative and very well played out.

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Bestadsontv.com, Tue, 16 Mar 2021 03:37:24 GMT