Seen and noted

As I sat in my office looking at this week's selection, I swore to myself that I wouldn't pick the obvious choices, but rather ones that made me feel something. Because that's what great work should do. It should make you feel something long before you can think about it. So here goes:

BEST TV
Winner: Lenor Fabric Softener - Skirt. As a father of two teenage girls, I thought I'd be hesitant to pick something that celebrated the skirt. However, much to my surprise, I just sat back and enjoyed this "ode" to a tiny piece of fabric I hadn't thought too much about in the past. I've always believed the best kind of advertising comes from a real human truth. And this communication was filled with so many of them. They gave life to a piece of material through vintage clips and animation, narrated by an insightful voiceover. It's not often that I find myself in Europe searching for longer lasting fabric softener, but should I find myself in that position I'll be sure to pick up a bottle of Lenor.




BEST PRINT
Winner: Family violence - Paradise Hill. Just the other day I was talking about how print was a lost art. However, this particular idea changed that perception and put a huge smile on my face. Not just because it covers an issue that deserves the world's attention. I really don't need to tell anyone that. But because they found the most genius way of integrating the topic of domestic violence in the most unexpected settings. Proof that domestic violence isn't just limited to the lower class. It's alive everywhere. Even in print.

Runner up: Government of Parana State - Jaguar. I'm a sucker when it comes to print with a lot of white space. It reminds me of the great Bernbach print – brilliantly simple and to the point. And as much as I like the look of this ad, the concept of saving batteries to save animals feels like a desperate stretch.

BEST OUTDOOR
Winner: IZEBER50 flotation jacket - The Worst Drink In The World. For starters, I have a fishing boat. I also believe in making sure that safety is a top priority. Unfortunately, when it comes to advertising safety-based products, pardon the pun, it's a sea of sameness. This one was the exception. It wasn't a scare-tactic dramatization. Instead, it made me think what it would be like to drown in the ocean without a lifejacket, in a very fresh, yet salty, way.


Runner-up: WWF/NCPA - See What You Saved. Conceptually I like the idea of using paper itself to make you think about the end benefit of not using it. However, while it was clever, it didn't motivate me to think differently about the world's paper shortage or do something about it.

BEST INTERACTIVE
Winner: Telecom - Festival Buddy. I like going to festivals as much as the next guy. In fact, I spent a landmark birthday at the Burning Man Festival. But I can't go every year because I have this thing called a job. If only I had a Telecom Festival Buddy, I could hit Europe's best festivals without stepping foot on a plane. Or better yet, without being thrown up on. In any case, kudos to the party team that came up with this.

Runner-up: Samsung Galaxy - Ride For. Most apps like this are marketed in a way that feels so clinical. This one actually had a soul. It made me think about the different reasons people ride. And made the brand feel human and approachable.

Well, that wraps up my review. It was great to see such amazing work from all over the world.

It ain't easy creating great work, especially since everything has been done. But, kudos to those who strive to set new bars of visceral excellence. For you are the ones who make it worth our while to review.




This week's guest judge is David Angelo, founder and chairman, David&Goliath, LA.

An American Advertising Federation Hall of Achievement Inductee, David has consistently challenged convention by developing highly innovative and effective advertising solutions for a diverse list of marketers, both large and small. These include Coca-Cola, Lexus, Michelin, Reebok, NFL, Bacardi, Little Caesars and the New York State Lottery. He started his career in 1989 at DDB New York, later served as VP/ACD at TBWAChiatDay New York, and eventually joined Cliff Freeman & Partners as EVP, Executive Creative Director. Over the years, David has garnered more than 400 of the industry's most prestigious awards, including Cannes Lions, The One Show Pencils, CLIOs, Effie Awards and LA's Entrepreneur of the Year. In 2011, Advertising Age named David&Goliath Small Agency of the Year. David currently serves as a guest speaker for the 4A's, thinkLA and The One Club.