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Bestads Six of the Best Reviewed by John Koay, Regional Executive CD, Edelman, HK / TW / TH

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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 John Koay, Regional Executive CD, Edelman, HK / TW / TH

This week's guest judge is John Koay, regional executive creative director at Edelman, working across Hong Kong, Taiwan and Thailand.

I was looking for something that would capture my attention beyond 10 seconds. The winner is Zijkant - Equal Pay Day 'The Umbilical Cord'. It sends a powerful message in a really fresh and strange way, I can't imagine how they sold this into the client. Runner up would be OHRA 'Don't worry about ending up sleeping with the fishes'. Made me chuckle, kinda.

I quite enjoyed reading the Bumble 'The Rules of Dating Are So Weird. Let's Break Them' campaign. Probably because it reminds me of my single friends who say and think the same things, very entertaining and insightful. I hope more people hook up because of these! Unfortunately, no runner up for me...

In the world of outdoor, less is more. The winner goes to NRMA Single Item 'That One Thing'. This campaign stood out for me because of its simplicity, especially for an insurance brand. Made me think what I'd want to insure... my rare sneakers? Nice one. The runner up goes to Nike Japan 'Air Max Day'. While I've seen a lot of executions with digital billboards this gigantic 3D shoe unboxing execution would be unmissable, I'd want to watch the whole thing. (and probably share it on Instagram for likes too)

Winner: Cadbury 'Worldwide Hide' is my winning pick this week. Given I'm still kinda locked down in my apartment in Hong Kong, I'd jump at the chance to have some fun leading up to Easter. Runner up is Mauritius Images 'Clear The Right, Clear The Ocean' was an interesting way to get people to donate towards ocean conservation.

Winner is Waka Kotahi NZTA 'Reading Together'. The audio technique was really relevant to the message and made me visualise the people speaking. Runner up is Mitre 10 'Renocolada', refreshing approach to the usual Easter reno ads. Enjoy the break!

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