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Bestads Six of the Best Reviewed by Mario Lagos, Creative VP/CCO, Sancho BBDO, Colombia

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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 Mario Lagos, Creative VP/CCO, Sancho BBDO, Colombia

This week's guest judge is Mario Lagos, creative vice president and chief creative officer at Sancho BBDO, Columbia.

Winner: Cheetos 'Hands-Free'. The greatest inventions, hands-free, that have taken place throughout history thanks to Cheetos. Simple, fun, and keeps building based on the product's insight. They can turn a negative insight into something positive and fun. A great idea and an impeccable film production.

Runner-up: Samsung Galaxy S22 Series 'Life Opens Up with Galaxy'. An impeccable production with very successful collaborations on the new night-mode, the British Fashion Council and Charles Jeffrey - the king of night fashion - come together to create a film fully recorded during the night time, as a way to showcase Galaxy’s new smartphone's night-mode in its natural context.

Winner: Hijole Tequila 'Think Less'. A good concept for a liquor and a very pretty art direction. The copy demonstrates a great truth: Tequila isn't made to solve significant issues, but it's worth drinking during those moments.

No runner-up.

Winner: International Women's Day 'Let's Come Together'. On this day, brands can end up talking about common places. Some brands even prefer not to touch such a delicate subject, often judged by women themselves. This is why I think it's interesting that they gave support and bridged the gap between female and male orgasms among heterosexual couples, in order to show gender inequality in a broader way. The used medium is accurate and the provided help when calling the hotline closes the campaign's cycle.

No runner-up.

Winner: Ikea 'Dollar Catalogue'. Finding the products you're seeking in a catalogue is always an issue. Organizing them by prize becomes helpful for sales and functional when searching products. I know how much I can spend and can see what I can afford depending on the page. A very good idea.

Runner-up: ACT - Alliance Contre le Tabac '#BehindThePack'. Even though shocking, messages on cigarette packs go unnoticed and don't call smoker's attention. However, this message demonstrated that smokers aren't the only affected. Using the very pack and an augmented reality filter to show what's behind the pack and being able to witness 1,3 million children's alternate reality, who are affected by this industry, is a good reason to quit smoking.

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