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Bestads Six of the Best Reviewed by Ian Mackenzie, Chief Creative Officer, FCB/SIX, Toronto

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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 Ian Mackenzie, Chief Creative Officer, FCB/SIX, Toronto

This week’s Bestads guest judge is Ian Mackenzie, chief creative officer of FCB/SIX, Toronto.

Winner: Hornbach 'It Seems Impossible. Until You Do It'. A compact epic - and a fun ride built on a true truth. This brand understands and expresses empathy for its users. A classic TV commercial in all the right ways.

Runner-up: Facebook 'Survive - Coogans'. With so many restaurants closed, it's nice to see at least one of their stories well told.

Winner: State Street Global Advisors 'The Original'. An incredibly fast and emotive response to the passing of an America visionary. It reinforces the power of the individual - and the power of iconography. I saw this shared on social before I knew it was a brand activation.

Runner-up: VIVA 'Toast'. A smart, simple note on the tension between our photos and our real lives - tethered to a discount message. Hard working!

Winner: Ecox 'Emergency Bikes'. One of those powerful, hidden in plain sight-feeling ideas. It pushes at the edges of what we might consider outdoor. But if an advertising innovation can get a paramedic to a critical situation faster, I'm in.

Runner up: Tencent Youth Science Festival 'IMARS Cinema'. Love that this brought epic space experiences to marginalized communities.

Winner: IKEA 'IKEA Product Pose Yoga'. Excellent idea and brand fit. A piece of long form content that's also perfect for slicing, dicing and deploying into zillions of other ad formats. Well-conceived, structured and executed.

Runner-up: No Frills 'Haulin State of Mind'. I could see a brand putting out a track or two and leaving it at that. An entire album? That's called insisting on the joke, and it makes me love No Frills' incredible Haulers platform even more.

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