Bestads Six of the Best Reviewed by Tiffany Rolfe, EVP Chief Creative Officer US, R/GA

This week's Bestadsontv.com guest judge is Tiffany Rolfe, EVP chief creative officer US, R/GA.

BEST TV
Winner: Refuge 'Surfaces'. This was powerful for me because it reframed my experience I'm living right now. There's been a silver lining to all of this in that I've spent more time with my family, together safely. But while lockdown and "staying home" is a way for most of us to stay safe right now, this isn't the case for women in abusive relationships. There has been a major increase in domestic abuse during this time. This film highlights a story of someone who escaped and gives women out there information and a respite with the Refuge organization.

Runner-up: Sydney Film Festival 'Stories'. A powerful statement about how important it is to tell diverse stories. But next time maybe showcase more diverse talent to make the point more meaningful.

BEST PRINT
Winner: Rape Crisis 'The Rape Page'. An alarming headline making an assumption that you will be raped. Which unfortunately signals the stats are high. And also that the paper itself becomes a tool for proof. Never something anyone wants to imagine, but the point with this, is you're forced to.

Mitch&Me 'Dalmatian Spots'. The shampoo doesn’t wash the spots away, so that’s a bit of an overpromise ha, but I liked the simple social execution to demonstrate a cultural time and connect it back to the brand.

BEST OUTDOOR
Winner: Vita Coco 'Dear Bodega Love Letter, 1'. I live in NY so I love my bodegas and I also want to support small businesses during this time. So this one, in it's purely insane Bodega style, got me. Love that they directed their creative and media for the places that sell and support the product.

Runner-up: Box Comunicacao 'Little Flu in Brazil'. Not sure where this ran, but a simple graphic statement around Brazil's leader's controversial statement around Covid just being a little flu. Hmm. A little wrong.

BEST INTERACTIVE
Winner: Ikea 'Black Friday (Re)Sale'. I liked the throwback to the Lamp spot from my Crispin Porter Bogusky Days. Then it was about telling you to throw out an old lamp, that you had an emotional attachment that was crazy. But now we're smart enough to know re-using is the smarter approach for our world. I love this brave strategy for Ikea for a retailer that typically takes a "fast fashion" approach to home goods. It shows that it's still quality products that last, and builds trust with their community by showing them how to renew the products they've bought and may still love.

Runner-up: Prisma 'Telcollection'. A fun insightful approach to re-marketing fashion in a way that we can all relate to right now. My ass hasn't seen a pair of tight paints or jeans in 3 months!