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Bestads Six of the Best Reviewed by Merlee Cruz Jayme, Chairmom/CCO, Dentsu Jayme Syfu

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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 Merlee Cruz Jayme, Chairmom/CCO, Dentsu Jayme Syfu

This week's Bestads judge is Merlee Cruz Jayme, chief creative officer of Dentsu International APAC and 'Chairmom' of Dentsu Jayme Syfu in the Philippines.

Winner: Waka Kotahi NZ Transport Authority 'Toll Booth'. I may be watching a lot of thrillers and mysteries; that's why I loved how this film drew me in. This isn't your linear narrative. It kept me curious about the plot and awed by the beautiful shots. Then, I felt fear creeping in as the symbolism revealed the actual story. To the creators of the film, thank you for a story mesmerizingly told, resulting in a roller coaster of emotions, and combined with great craft. I hope this helps reach zero deaths on New Zealand's roads.

Runner-up TAC 'Motorcycles'. I loved how the film dramatized the danger of not wearing any protective gear while riding motorbikes. Until now, I've always just thought the helmet is enough.

For me, nothing really popped out in this week's entries. The technique of visual play can still work today, but these examples weren't that clear, crafted well, or exemplary to push the message across.

Winner: Grupo Estrategico PAE 'Plan Sea'. I'm not sure if this work belongs to this category as an outdoor piece, but the idea is really powerful. It's simply answering the question, "How far will you go to make a statement?" In the case of Honduras women, it's going out in the open sea to be able to take the pill. This shows how women still lack the freedom to make choices for their bodies in this day and age.

Runner-up: Lay's 'The Crispy Puffer Jacket'. I liked how the creative team built on the new flavors' product launch into something crazy and fun- from packaging to designing a jacket to creating NFTs. Next time a brief like this lands on your table, check out how this team went wild with it.

Winner: Spark 'Beyond Binary Code'. This is simply brilliant. As a DEI sponsor, I have always questioned why we still tick our gender as just male and female. This idea uses technology to push acceptance, diversity, and inclusion. It may be a simple code, but its bigger purpose is to educate companies and create safer workspaces online and offline for their colleagues.

Runner-up: KFC 'Cat Streamers'. Cats, dogs, they always get me. In this case, cats were used as Livestream influencers in their own digital right. This idea was an honest-to-goodness incredible demo of a fish-flavored pork product certified by the expert. Quite fishy but hugely successful.

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