Bestads Six of the Best Reviewed by Russell Barrett, CEO + CCO, BBH-PWW India
This week's guest judge is Russell Barrett, CEO and chief creative officer at BBH-PWW, India.
BEST TV
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.
BEST PRINT
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.
BEST OUTDOOR
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.
BEST INTERACTIVE
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.
