Wed, 06 Oct 2021 02:47:28 GMT
This week's guest judge is Levi Slavin, incoming chief creative officer at Howatson + Company, Australia.
Winner: Nike 'New Hotties'. It's not easy to find a fresh way to shoot a direct to camera performance. But, as always, Nike has found a way. In New Hotties, Nike partners with Meghan Thee Stallion to retell her athletic journey. It's an honest, authentic, and powerful film. One that challenges our definition of what it means to be an athlete and encourages a new generation to follow their own path.
Runner Up: Concern Worldwide 'Lucky Ones'. Lucky Ones is a raw and respectfully unpolished look into the horrific trials of Walid Khaled. In his short 10 years, Walid endured unspeakable suffering at the hands of violent aggressors only to be let down by the rest of us. It's a powerful story well told.
Winner: Balenciaga X Fortnite. I love that this campaign made me question its relevance in this category. But that's where we find innovation. Like the brands themselves the campaign is big, beautiful and iconic.
Runner Up: Burger King 'Proper Dining - Mob Guys'. Timely as always, Burger King has captured the real dining experiences we missed in lockdown. It takes a special kind of brand to embrace the truth of their product. It makes me love them more, if that's possible.
Winner: Dave & Buster's 'Banana for Scale'. It's brilliant to see such a pure use of outdoor. Impossible to ignore. Simple. Obvious. Jealous.
Runner Up: Cadbury Caramilk 'Ask an Aussie'. Another example of outdoor that would be impossible to walk by. More than anything I love the daft logic. A trait that makes me proud to be Stralian.
Winner: Estonian Sexual Health Association '14 is not OK'. Revisiting a societal norm is an incredibly challenging brief. It's not as simple as solving a problem. First you have to make people aware that there's a problem to be solved. While we've seen a few hoax story campaigns over the years I can't think of one as powerful or as relevant as 14 is not OK. In one simple move it unveiled the absurdity of an accepted behaviour and united people behind the cause.
Runner Up: Garvan Institute of Medical Research 'Disease Dilemmas'. We only become evangelists for causes that have directly impacted us. But that doesn't make the cause more or less important than any other. Disease Dilemmas does a beautiful job of reframing our choices by comparing diseases. Offering us a third option.