Seen and noted

BEST TV
This week's stand-out spot is from Ikea. We've all seen spots featuring the friendship of kids - Ikea's version, 'bringing spaces to life' is done with enough charm to win over any audience. Beautifully observed, the music is pitched just right and it feels like a little story rather than a sledgehammer of a retail ad. Runner-Up - Magistral. Migistral is a dishwashing liquid in Argentina. As the spots points out, if you're male, you're forgiven for not knowing that fact - not because you don't live in Argentina but because blokes don't do dishes. Magistral go to great lengths to reassure guys that washing up will not harm their health in any way. Amusing. But then who trusts doctors, eh?

BEST PRINT
The Lego ad makes you do exactly what Lego does so well, stop and think about what it is you'll create. Simple. Effective. The Paris Zoo has a lot to compete with - countless Galleries, the Eifel tower, Notre Dame - and it all comes together in one beautiful shot to announce the Museum National d'histoire Naturelle (aka the Paris Zoo) is re-opening.

BEST OUTDOOR
It's Ambient that gets the nod in outdoor. Coca-Cola 'happy beep' might well be an agency 'stunt' for Cannes, but it nonetheless shows the way to connect the brand at retail. With the wired world we live in, almost anything is possible. Full credit for making this happen. Nescafe 'traffic light' most likely falls into the same category but I love seeing brands try something new. Anyone who knows about the power of ambient lighting will know how effective it's proven for trading banks amongst others. I reckon there's more to this poster than it first seems.

BEST INTERACTIVE
Advertising at its best makes a real difference in our world. And that's exactly what the Cancer Hospital of Barretos campaign did, it ignited a movement online to re-open an airport in the town of the nation's largest cancer hospital. I'm humbled. Runner up? Leader's Fifa14 campaign is hands down ahead of the pack when it comes to gaming ads out there right now. The idea is simple and hugely relevant - they've done a deal to replace hero images in the football news with images from the game. A caption points out how you'd be forgiven for mistaking these replacement images for reality since the game is incredibly life-like. The caption links you to purchase. Nice. And just in time for Cannes.




This week's guest judge is Malcolm Poynton, European chief creative officer at SapientNitro and a member of the company's global leadership team.

Malcolm leads SapientNitro Europe in redefining how brands connect with consumers. Credited with award-winning world firsts such as Unilever's smile activated ice cream vending machine, Foot Locker's Sneakerpedia, and RBS's GetCash, in its first two years under Malcolm's creative leadership SapientNitro Europe's reputation has gone from tech shop to creative force, having won more than 140 international creative awards from Gold Cyber & Mobile Lions to SXSW’s Innovation Award.

Malcolm serves as a member of the International Academy of Digital Arts and Sciences, and is a frequent judge and keynote speaker at international award shows.

Before joining SapientNitro, Malcolm was executive creative director of Ogilvy Group UK where he built and led the teams responsible for Dove's legendary 'Campaign for Real Beauty' and CRUK's internationally recognised 'together we will beat cancer' work. M&C Saatchi, Saatchi & Saatchi, Ogilvy and SapientNitro have all gone on to win Agency of the Year titles during Malcolm's creative leadership.