Seen and noted

This week's guest judge is Gustavo Asman, chief creative officer, Wing, New York.

Before his current role at Wing, Gustavo worked for 13 years in Argentina and three years in Peru at J. Walter Thompson, Graffiti/DMB&B, Pragma/FCB, Ogilvy & Mather, CP Comunicacion Proximity/BBDO, and Quorum/Nazca Saatchi & Saatchi.

He has won four Gold Lions at Cannes, a Cli­o, and more than a hundred trophies, including 4 Grand Prix at Montreaux, at the Creative Circle of Argentina, at APAP, and at El Ojo de Iberoamerica.

In DM (for creativity and results) he has won four Echo Awards, and the title of Most Awarded Agency of Latin America and Argentina, twice in a row, with a Grand Prix and 31 statues.


BEST TV
TV Winner: Tommy Hilfiger. Each day has 1,440 minutes. It would have never crossed my mind before that I would spend 3 and a 1/2 of them just watching a navy blue blazer's journey. Even more surprising was to find myself watching it for the third, and fourth time with the same amount of interest. And to make things worse - or actually better - this is a brand I hardly relate to.
I believe the film is fresh, engaging, has a great execution, nice turns and twists through out the story, and minor details like the sleeve that gets ripped and fixed that make it just... the winner.
TV Runner-Up: Assassin's Creed. I saw this one on TV first, a week or so ago.
And liked it, even though my 10 years old son liked it too. Nothing I can do about it, I guess. Anyway, I have to admit the spot was visually interesting, has great production values, and in a way, between images and music it becomes almost... hypnotic. I do not love games that include assassination and do not include a basketball, but that's not this spot's fault. Granted, it may not be the most original spot I have ever seen to sell a video game, but good enough for the runner up position I believe.

BEST PRINT
Print Winner: John West. I don't think the print category is as strong as some of the others here.
Therefore I am going with one of the key ingredients we all like.
Not salmon, but simplicity.
Sustainable fishing may seem like a complex thing to explain, and that's probably why I like this approach even better. Turning the message into a simpler form and easy to read - and remember - execution.
Print Runner-Up: Quebec Health Ministry. Even though it took me a while to get it (in English as well as in French) I liked the point of view they went for to talk about the subject. The visual grabs your attention with the difference in perspectives and sizes. And the message gets clear a few seconds later, and hopefully, it will make you think about those things - or people - you need to think about more often. Did the ad really work? Who knows, but I guess it did well... you wanna bet?

BEST OUTDOOR
Outdoor Winner: TAC 'Ambient Car'. A simple and impactful idea, that it is pretty self-explanatory. It probably grabbed a lot of attention wherever they happened to put it. Next time though, I would love to see the faces of those people attending those media and press conferences they took the car to. That could be much more interesting and convincing than the actual board with two pictures of the process and two pictures of the actual car.
Outdoor Runner-Up: Instant Kiwi 'Scratchy Bus'. Honestly, anything that's described as a Scratchy Bus Road Trip deserves some attention. I like the idea, it seems like an interesting approach for a category that has done tons of good campaigns and has repeated formulas too, more than once. With a longer or a more clear explanation, this could have been the winner. But unfortunately the bus didn't make it to NY, so I couldn't experience it myself. The entry talks about an engaging event, but scratching the bus seems like a bit less than what's promised.

BEST INTERACTIVE
Interactive Winner: Toyota 'A glass of water'. Kudos to the team at the client and the agency, great work.
First of all, for the idea they developed together. Secondly, because it will simply make our environment cleaner. And finally, for understanding that agencies are not just places that come up with ads and tv spots, but smart people that eventually can become your true partners.
Interactive Runner-Up: Special Olympics 'Encourage Omar'. I love ideas that don't force you to make you think anything in particular, but invite you to feel something instead. This is just a simple idea, with a great execution, that gives you the chance to live and experience Omar's challenge as part of the audience. Literally. I watched the film, liked it and then went online again looking for the actual site. A few minutes later, I was moved by it. Strong and simple, can you ask for anything else?