Tue, 25 May 2021 08:56:00 GMT
This week's guest judge is Nadja Lossgott, executive creative director at AMV BBDO, London.
I'm in London. Apparently it's meant to be spring. But the rain and clouds are making things pretty miserable. So I was happy to escape into reviewing some lovely ideas.
Winner: Greenpeace UK 'Wasteminster - A Downing Street Disaster'. This piece of work is really striking, and it originally reached me through non advertising friends, so it has definitely been doing its job out there in the world. It brings the massive problem to life in a spluttering, bungling mess. In the best way.
Runner up: Switzerland Tourism 'No Drama'. Portraying nothing happening is one of the most tempting and yet consistently difficult ideas to pull off. But this does it beautifully. Job well done.
Winner: AFRAFEP 'Maze'. A really striking design trick and great art direction that communicates a never-ending emotional path. I like it.
Runner up: Grosso 'Nina'. This little ad made me smile. It feels classic and playful and I think we'd probably all like to escape on our Grosso bubble gum balloon today.
Winner: Untouched by Light. A new brand and a new way of marketing wine. I think the spiel is pretty convincing and creates an air of rarity, that has clearly paid off in making the wine worth so much more. Apparently, advertising works! Hurrah.
Runner up: Think! Road Safety 'Selfish Prick'. Selfish Prick. It's pretty straight to the point. But in a weird way, it's the ambiguity of who it's showing, that makes it even more interesting.
Winner: Kiyan Prince Foundation 'Long Live the Prince'. I thought it was very moving to allow an incredibly sad story to play out as a really positive one. Inspiring, not only in a film, but part of wider culture is what makes this so much more special and poignant. It allows us to see Kiyan's lived potential. There are so many layers to this campaign and each one makes the idea more poignant.
Runner up: Mammut 'Expedition Baikal'. This is such a cool microsite that allows product and storytelling to interact in a really dynamic and pleasing way. A story armed with epic photography and some great looking kit, it's one of the first times I've seen it work so well and so seamlessly. I recently (pre-pandemic) did my own shivering trek through Siberia in -40, and I can tell you that I definitely looked a lot less cool than this dude in his Mammut outfit.