Tue, 13 Apr 2021 05:00:57 GMT
This week's guest judge is Russell Barrett, CEO and chief creative officer at BBH-PWW, India.
Winner: United Nations 'The Journey'. This film should never have been made. That people are still being killed, maimed and brutalized across the world is a horrible truth that everyone would rather not have. But since it is a part of our dystopian reality, this film shines through with hope and light. You never see the protagonist, but you connect with her on multiple levels; as a human being, as a sportsperson and as a survivor. You don't see the destruction and violence, but you feel it. You're never shown the pain and the hope, but you experience both. I loved it.
Runner up: Volvo 'Ultimate Safety Test'. You don't see this one coming, at least I didn't. This film is a proper set 'em up to knock 'em down story. You know it's Volvo and you start off wondering how they're going to better the Epic Split work from a few years ago. As the film progresses and you're getting ready to be disappointed, the quick punch to the solar plexus puts you in your place. You reel a little as you realise how very different this film is from the others out there with a similar challenge. Well done all involved in this lovely ad. More power to you and your tribe.
Winner: Ikea 'Hund Couture'. As a dog father, I have to admit I've tried this raincoat thing from a DIY video on YouTube, to disastrous effect. I'm just glad Ikea has gotten into the act. While it'll probably be amazing for most others in the world to put together now, I will still need my wife's and kids' help. It's a funny, strange, silly, on brand idea that I'll talk about and show to people. Job done.
Runner up: WWF New Zealand 'Deep'. As big-picture-small-line-logo-on-the-side ads go, this is pretty much like the rest. But that notwithstanding, I still liked the idea. It's simple and well crafted.
Winner: Cox 'Drawn Closer'. I am so jealous of this idea. We're all going through tough shit during this pandemic, but the dissonance for our young children is dramatic and palpable. This idea turns the world the other way around and makes a lockdown school play the most interesting and memorable school play of these young children's' lives. That the team behind this actually pulled something like this off is one of those inspiring stories of the year.
Runner Up: Lexus 'Driving Disrupted'. A simple and provocative idea. Who hasn't texted while driving and you always think you're in control, this idea actually challenges that belief in a memorable and impactful way.
Winner: Decathalon 'The Breakaway'. I realise that most of the ideas I've liked are ones that deliver on hope. This one from Decathalon does that brilliantly. A cycle team that competes with the rest of the world from prison is such a simple and positive idea that you just have to love it.
Runner-up: Street Eye. This is an idea that will save lives. Potholes in India are a death trap and if anyone can actually help avoid even one accident, it's an idea worth pursuing. I suspect that once developed, this idea will be a tremendous tool for good and I will keenly follow its development in the months ahead. But right now, it's a winner in the works.