BEST TVWinner: The best TV for me is Jockey '
Supporting Greatness'. This is a funny idea and it's good to see a product like men's undies not taking things too seriously, while at the same time finding a statement that no man will disagree with at the cash register.
Runner-up is Gatorade '
For Really'. You should really be doing some form of physical activity to drink a sports drink. I like this one for the honesty and positioning of Gatorade as an actual sports drink, but I feel the execution could be pushed further and actually get people sweating somehow.
BEST PRINTWinner: Nothing stood out immediately here but for the winner I'm going with Boundary Road Brewery '
Beer Census'. It's a decent use of print to go after some cultural impact during a census. I like the disclaimer at the bottom 'For any complaints, please consult your local talkback radio station'.
Runner-up is TAB '
Shoulder Pads'. As a Wallabies supporter I probably shouldn't pick this idea but at least it's using print to its advantage as a topical medium.
BEST OUTDOOR Winner: I think the best idea in this category is National Neurological Institute '
Alzheimer's News Editors'. This idea is pretty smart and puts the disease in perspective. I like that it would have had some strong cultural impact in Macedonia and it sounds like it worked.
L&PM Pocket '
The Original Pocket Books' is runner-up. Decent craft in this idea and as the world shifts completely to mobile devices sometimes it's a nice change to see a printed story.
BEST INTERACTIVEWinner: For the winner here I'll pick the Foot Locker '
Triple Black' challenge. Entertaining idea to involve people in the brands content and has over 1 million hits on YouTube. Looks pretty scary to me but I guess a free pair of sneakers are a free pair of sneakers.
Runner-up: I am a fan of the Southern Comfort '
Whatever's Comfortable' work. The idea of a 'Shark Tender' as the bartender of the ocean is pretty ridiculous and the fact that 'Shark Tender' doesn't make much attempt to rhyme with 'Bar Tender' seems to make it funnier. Overall though it's a smart strategy and gives the brand a light hearted confidence in the brown spirits category.
This week's guest judge is Michael Canning, group director at 72andSunny, LA.
Michael Canning has a simple belief in creating ideas that people will value. Over the past ten years this has led to a diverse range of content and experiences for his clients' brands. Canning has most recently led the creation of a New York Off-Broadway play for the Village Voice, a marketplace for words for the United Nations, and the design and launch of a new wearable phone for kids called 'FiLIP' - named one of the world's pioneering new mobile technologies at CES in 2014.
Michael has presented as a keynote speaker at the Cannes Lions, Dubai LYNX and Young Lions Festivals and judged awards including Cannes Lions, the Facebook Studio Awards, Cannes Young Marketers and the Clio Awards.
His work has collected 39 Cannes Lions including 2 Cannes Grand Prix for Media (Unilever 'Lynx Jet' and Canon 'Photochains'), 2 Cannes 'Media Agency of the Year' titles, the inaugural Cannes Gold Lion for Branded Entertainment, pencils at D&AD, One Show Entertainment 'Best of Show' and International 'Young Gun of the Year'. His work has also been featured in the New York Times, Forbes, Bloomberg Business, Mashable, TechCrunch, Fast Co-Create, CNN and USA Today.
After helping take Leo Burnett Sydney to the #1 ranked agency in Asia Pacific in 2010, Michael left his native Sydney to help launch a new agency for Leo Burnett in New York as executive creative director and later managing partner. LBNY quickly grew to 40 staff working with brands including Village Voice, FiLIP Technologies, Samsung Digital Appliances, Kellogg's and United Nations. The agency was most recently ranked #2 in the world for Branded Entertainment in the 2013 Ad Age 'Creativity Report'.
In 2014, a new challenge came knocking and Michael re-located to Los Angeles to join the creative leadership at 72andSunny. Outside of creativity Michael's favorite topics are travel, film and design.
