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.