Tue, 08 Jun 2021 01:39:39 GMT
This week's guest judge is Grant Hunter, global executive creative director at iris and London chief creative officer.
Summer has finally reared its sweaty, little, red-cheeked face over here in the UK. There's just a whiff of positivity in the air. But as we start to emerge from lockdown the government's holiday destination traffic light roulette is causing wide-spread angst on social. Poor vacation starved souls, who had booked trips away, now find themselves facing quarantine or no holiday at all as countries move to amber and red status. More staycations in the UK beckon and that's probably no bad thing for the health of our planet.
But enough of that, let's get to the work. Are there any glimmers of hope and positivity amongst this week's offerings?
All the films were 2 mins long not sure how many 'TV' spots have been bought in their respective media plans so could this section just be called Film? That probably opens up a can of worms for a title called Best Ads on TV so I'll move on.
Freestyle Libre is packed full of sharp observations about what it's like to be diabetic. For the sector it feels like a breath of fresh air and I'm sure it will connect with its target. The characters are well cast and the spot zips along as we navigate the world of no and don't know. It's a champion of the US diabetic population.
Using the expiry date on a credit card to highlight the plight of critically endangered species is dead simple. The cards donate money directly to the conservation efforts and the cards are made from 100% recycled material. Is it a great print execution? Maybe not. But Mastercard's idea to subvert the expiry date changes the context of something we are all exposed to every day whilst trying to do some good.
The Arts and theatres in particularly have been ravaged by Covid. So to see the last movie theatre in Hong Kong being preserved from being bulldozed into another shopping mall or condo it gets my vote. The immersive experience generated significant PR and traffic. I'd love to go and have a mosey around.
Winner: Flybondi in Argentina have leaned into the trails and tribulations of lockdown relationships and celebrated Valentine's Day in a way designed to give us all some much-needed cheer. The frustrations are universal and the disruption of encouraging partners to go on holiday apart is irreverent fun - will it really save love? I think not but the case film made me smile.