Bestads Six of the Best Reviewed by Nkanyezi Masango, ECD, King James, Cape Town
This week's guest judge is Nkanyezi Masango, executive creative director at King James Group, Cape Town and founder of Blackboard.
BEST TV
Winner: Ad Council 'Back in the game'.
This ad made me feel a bit awkward at first. Seeing people not social -
distancing, hi-fiving and hugging, gave me mild anxiety. But as soon as
the title came up, I smiled. The idea that we can return to a time when
we can embrace what makes us human again is so satisfying. And the song
captures that feeling so beautifully.
Runner-up: FORDLiive 'Heartbeat'. A strong idea brought to life through craft and precision. It's a joy to watch.
BEST PRINT
Winner: Replens MD 'Sex never gets old'.
Sometimes all you need is a strong headline and a visual. But it's not
that easy to achieve. It can take a lot of effort to make work look
effortless, which is what this work is. It's striking, yet so simple.
And when it comes to print, simplicity always wins.
BEST OUTDOOR
Winner: Dove 'It's On Us'.
Dove has been a voice for real beauty, for a long time. In this case,
they're putting their money where their mouth is: covering the cost of
underrepresented models in campaigns for other brands. Wow, now that's
true commitment. In a time when most brands are randomly jumping on the
purpose-marketing bandwagon, it's great to see a brand contribute
meaningfully to a cause theyâve always stood for. On top of that, by
getting other brands to participate in its mission too. Pure genius.
Runner-up: The Naturale Market 'The Dissolving Bottle'.
BEST INTERACTIVE
Winner: Warner Music 'Saylists'.
Saylists aims to help young people with speech-sound disorders, through
the power of music. It's fun and it's just brilliant. But it's still
too early to tell how effective it is. I look forward to seeing the
results once they have added more tracks and genres.
Runner-up: Ikea 'The ScrapsBook'.
The environment is in danger, but no one wants to be lectured about it.
That's why a recipe book is such a smart solution. There's no
preaching, no fearmongering, just tasty ideas that help save money, food
and most of all, the planet. I'm going to get this myself.
BEST RADIO
Radio is not particularly strong this week. Binge x Grilled 'Brain Burger' deserves a mention for just being a brave promotion. And Sky 'Picture a Genius' is a solid runner-up.
