This week's Bestadsontv.com guest judge is Malcolm Poynton, global chief creative officer, president creative, Cheil Worldwide.
BEST TV
Winner: Huuto 'Have Mercy on our Planet'.
Most pleas to save our planet feel much the same. This film from Huuto
is different. For starters, it appears more like a trailer for a Netflix
show and that makes it watchable from the first scene as the casting
and music draws you in. And while the film turns out to be one big
hyperbole fest, the ritualistic 'crimes' taking place make you realise
how crazy it is to mercilessly discard stuff when we should be selling
it on. All of which means, if I lived in Finland, I'd want to do my bit
for the planet by selling things I don't need on Huuto. Nice.
Runner-up: Invisible Chips: 'Heston's Triple-Cooked Invisible Chips'.
Heston Blumenthal's Triple-Cooked Chips are pretty famous in Britain.
And with the new-found need to cook during lock-down, 'How to cook
Triple-Cooked Chips' is just the thing to grab the WFH audience's
attention. Heston reveals his recipe with the simple twist of the
potatoes being 'invisible' - all to encourage you to buy a serve of
'Invisible' Triple-Cooked Chips in support of Britain's out-or-work
restaurant workers. With chains like BrewDog, Hawksmoor and Gaucho all
signing up, it might just help feed a few folks that usually feed the
rest of us.
BEST PRINT
Winner: Blood Equality 'Blood Vessels - Lukus'.
The image of blood vessels making a portrait is striking. The message
that the person we're looking at, Lukus cannot donate blood with Covid
anti-bodies since he's identified as gay, is surprising to say the
least. Unfortunately, like so many cause-related ads, it stops short of
informing people as to what they can do about the situation.
Runner-up: Burger King 'Drive'.
Fast food brands do a lot to promote their restaurants, delivery and
drive-thru options. When it comes to the drive-thru offering, the
category seems to focus all efforts on the actual drive-thru moment.
This campaign brings the experience of eating Burger King while driving
to life. The shots capture the evidence so simply but realistically that
they bring a knowing smile to the face of drive-thru fans. It's no
Whopper Detour but it might just drive a few more Burger King customers
impatient for their next Whopper.
BEST OUTDOOR
Winner: Burger King 'Love Conquerors All'.
Iconic. While 'crafted' has become the most devalued expression in our
industry, this poster is a great lesson in the craft of OOH. The craft
of restraint, the craft of illustration and the craft of art direction
are all 1000% present without getting in the way of the message. Harking
back McWhopper's cheeky attitude and McDonald's uptight, corporate
response, the Kings' enthusiasm in this moment is perfectly contrasted
by the clown's apparently unwilling response. The silhouette of the
heads forming the heart, the unapologetic branding of both Burger King
and McDonald's all contribute to making this an unforgettable poster.
Runner-up: KFC 'The Bucket Snuggy'.
It's not OOH, it's 'experiential' but it's here in the OOH category all
the same. And it's not a big idea, but it's a daft idea that will
likely make KFC a bit more memorable for fans and their fathers. And if
the dads that end up with a Bucket Snuggy get tired of it, perhaps they
can list it on Huuto.
BEST INTERACTIVE
Winner: Street View Road Trip.
The pandemic has seen more emails and promotions from production
companies, photographers' and illustrators' agents than I can open.
Street View Road Trip stopped me in my tracks. This artful piece caused
me to take a moment to explore not just the US beyond NY and LA but
also, the talents of Alice Tye and Jelly. Alice has drawn on Google
Street View to paint this journey across America. She's represented by
Jelly London/New York and this interactive piece puts Jelly on my map of
artist management and production companies.
Runner-up: W+K 'Rumble'. Totally indulgent, pointless fun. And sometimes, that's the point.
BEST RADIO
Winner: Deliveroo 'Lost Contact'.
There's nothing as frustrating as waiting. And with all the production
values of a movie trailer on radio, Deliveroo have turned the dramatics
up to 11 to take us on this journey to their message: "We guarantee to
never keep you waiting for your Salmon Bento".
Chaide: 'Impossible To Binge Watch - Friends'.
If you're binge watching, you're not sleeping. And surely, there's
never been more binge watching than during this pandemic. So, congrats
to Chaide for this aural product demo for the mattress that will press
pause on your endless binge watching. Something that is no doubt easier
said than done for most us.