Bestads Six of the Best Reviewed by Juan Pablo Valencia, FCB Artgroup TICCA

This week's guest judge is Juan Pablo Valencia, regional creative advisor, FCB Artgroup (TICCA Region - Turkey, Iran, Caucasus & Central Asia), Kazakhstan.

Being my second time evaluating here, I find myself again with excellent work, especially in the TV (Film) category.

Although the previous time most of the works were related to Christmas, the context and the environment in which it takes place now is totally different. So, with my choices I want to highlight and celebrate something that leaves good vibes and above all a positive message, some hope drops that inspires us to believe in something better, especially when we have been surrounded by so much negativity, demands, social problems, uncertainty, loneliness, sadness, and this for a long time. I have always believed that brands, in addition to entertaining, persuading and generating sales, can help shape society and a culture we live in a good and better way. It seems to me that brands with so much exposure should not forget this responsibility.

It's not about avoiding bad things, or behaving as though problems don't exist, but I am sure there are much more positive things to celebrate and we should talk about it louder! We need creative solutions, not just talk about the problems.

And this is a big invitation for the brands, marketers, agencies and creatives!

BEST TV
Winner: John Lewis and Waitrose 'Give a little love'. The winner without a doubt: I really liked it! Well done again John Lewis and Waitrose and adam&eveDDB, London! It is very different from anything these brands have done before. Besides, in my opinion the use and combination of different techniques make it very special and festive and not only for adults but for all ages. Obviously, all this plus the overwhelming message of GOODNESS and LOVE, contributes once again by providing a huge spark of positivism and joy, in times where the spirits are not the best, and leaving all cliches in a simple truth: a LITTLE of love makes a HUGE difference!

Runner Up: NRMA Insurance 'Sloways'. Relevant again, very in context and very nice execution. Plus, I found it very romantic indeed! The value of the message is undeniable, not only where it was made (Australia), but it obviously serves any territory, especially considering what we have lived and suffered during all this time: confinement and distance from our loved ones.

It is true, we run all the time, without seeing the details and wonders that surround us, simply because we are in a hurry in something that late we realise that it was not really that important and when perhaps there is very little to do or change something. I also liked it because more than highlighting the problem of confinement and the associated consequences, it makes the spot a positive invitation to take advantage of the value of life, love, relationships, nature, despite everything pressing us live in constant movement or instantaneity. When I was evaluating all the this work I watched several times - to compare it with the others - and each time this one reinforced me stronger the idea that it was trying to convey, without being repetitive or aggressive. That speaks to me very well in terms of the execution and obviously about empathy.

BEST PRINT
Unfortunately, I have no favourites in this category.

BEST OUTDOOR
Winner: NRMA Insurance 'Sloways'. Having already chosen this campaign in the TV category as runner-up, I decided to award it now as the best in Outdoor. There are many reasons that make me feel like it deserves it. From the point of view of strategic thinking and integration and the benefits of the solution in every way. Considering, not only the consequences of the pandemic of not being able to travel abroad, but mainly due to the problem of natural disasters (forest fires, droughts and floods) that have jointly affected Australia's tourism, I think it is a very good opportunity to motivate people to know and enjoy places and territories that are within the country, and that doing so can also help companies and merchants in remote sectors affected by all these crises.

Here, once again, it is appreciated how a brand can be relevant to an entire country in addition to selling caravan insurance. Above all because the solution is not forced and is fully aligned with the ideals of the brand. In my opinion, it is a very good example to follow so that brands can have a more positive impact on our society.

Runner up: Terveystalo 'Disinfecting Billboards'. Here the phrase coined by Marshall McLuhan "The media is the message" in his book "Understanding Media: The Extensions of Man" published in 1964 is reborn again!

With the fear and rather the horror of being infected by the coronavirus, we live today in constant paranoia when we go out on the streets. But if there is a brand outside that protects us, reminding us and taking care of us where we are most exposed (our mobile phones), it seems to me that it is a good idea.

Stop pretending to be good or hero brands during the pandemic only through delivering words or messages and to start acting consequently and coherently it seems to me to right way to be credible and reliable for the brands. It is a simple idea, perhaps it is not something so new, however I rescue the relevance and support of the brand behind that makes us rethink the value and the real impact that an idea can have - if used correctly - in outdoor media.

BEST INTERACTIVE
Winner: La Cite de l'architecture et du patrimoine: 'Tour de France de l'architecture'. Within the works of this Interactive category, I think this is the one that best represents it. Online execution and using digital channels and resources and overall interactive. I like the idea of motivating to use and take advantage of the time in something useful while we are isolated and unable to leave our homes. Also transforming the use of our mobile phones and computers into something productive: knowing and visiting the most iconic places of French architecture.

But at the end I expected something else in terms of execution: maybe a prize after having traveled so many kilometers? (a trip equivalent to the journey in kilometers? or sneakers and then walk when you can get out? or maybe to gift some hydration product like water for having "walked" so much? I think that a prize at the end of the route always motivates us, as well as the Tour de France about bicycles but here about architecture, museums and culture. And it would certainly have encouraged us to walk more virtually ;)

However, if the idea was to bring home the most iconic architecture places you were missing to meet, then it is done and the results shows the interactive effect. Now you will leave home with a bit more knowing the architecture of France!

No runner up.