High Five: Momentum's David Byrd Picks Five Campaigns with Impeccable Execution

This is the perfect example of a 'big idea' versus a 'big execution', and when you have that idea, it spreads like wildfire. It’s also an amazing example of a problem turned into the fuel of the campaign. Amazing how they were able to stay on top of the timing of this of this and with a single word change hold everyone’s attention.

This is yet another example of a 'big idea' vs a 'big execution', but this time tapping into football culture to find an amazingly easy insight to jump on...footballers' hair. A law stopping beer sponsorship on the jerseys in Brazil lead to an even more prominent placement of the brand. Creative problem solving at it’s finest was able to have the brand be even more authentic than a patch on a jersey, and this would not have happened if there wasn't an obstacle placed in their way. I love obstacles.

Ads like these are why I wanted to get into advertising in the first place. It is a problem that is presented to us at such a high level of craft that we forget we are watching an ad. In a movie or a well-crafted series, you want to be able to help the protagonist and with this story they are inviting you to do just that.

AR - when done well - is allowing you to use your device as a window into information, adventures and mixed realities - and this does all three. The reason that this is so well done is not only because it hits all three marks for an amazing AR experience, but it also has real human emotions attached to these stollen pieces.

A swing to a child is the highest and oldest form of fun. Leo Burnett was able to take the age-old ask from the client to make the logo bigger and show the joy. A simple idea well executed will get me jealous every single time.