Seen and noted

This week's guest judge is Jason Schragger, creative director of BSUR Amsterdam.

BEST TV
TV was all pretty good. A lot of nice executions and good ideas. However, there wasn't one that stood head and shoulders above the others, so I chose the one that I wanted to watch again, Canal Plus 'Tick'. Beautifully shot. The runner up goes to Lotto 'lucky dog'. More like lucky creatives. I think they won the lottery. Great shoot.

One comment though, Lotto and House of Travel could have been so much better with more finessed endings. For Lotto it was a great twist to start but then the knife could have really been turned. And for House of Travel, everything was fun and beautifully crafted and then an over-styled store with actors. The magic was broken. It needed to be more real.

BEST PRINT
My choice for top spot was Toyota Prado. Simple and relevant. The runner-up for me is Connoisseur Ice Cream: Caramel. Both were done beautifully. Had simple ideas. And will stand out.

BEST OUTDOOR
I really liked the WWF stuff. They screamed their message without showing pictures of dead tigers. As well as great PR material, I think people would have loved to show off to their friends and that would have really helped get the message out. And I think every charity message should have a call to action so people can take action and do something. Even if it is as simple as buying a t-shirt. You are now involved. Runner-up is for the Yellow Pages. Seemed like it was well thought out and executed and if they keep doing stuff like this they might just make Yellow Pages a great brand again.

BEST INTERACTIVE
The interactive for me is EOS Magazine 'Talking tree'. Makes you think. Felt like the execution matched the message perfectly. I think I like it for the potential of where they are taking it and where it could go even beyond that. The runner up was the most fun of all the executions: McDonald's Quarter Pounder. The only reason why it is runner up is I am not sure whether it would have got my attention in the first place.


Jason Schragger was born in Bulawayo, Zimbabwe but left for Australia in the early 80s. He started his advertising career in Perth and stayed there for a few years until receiving a call from BBH and took a job in Singapore.

He worked on Levi's Japan and Johnnie Walker and then at 27 was asked to be executive creative director of Lowe Worldwide Singapore. In the first 18 months they became the number one ranked agency in Singapore with Gold Lion winning work on Ikea and a number of awards for Nestle and a national radio station.

In 2003, he moved to Amsterdam to take up residence as the creative director at StrawberryFrog. 5 years later came a move to Berlin for Plantage Berlin where he worked with MINI and Universal Music.

When MINI moved to Amsterdam he moved with them and is now international creative director for BSUR.