Seen and noted

BEST TV
Winner: Tommee Tippee - Advice Wipes. I absolutely loved the Tommee Tippy piece. The dialogue is just brilliant, and concept behind the commercial is truly insightful. The idea that they made wipes out of the advice afterwards takes the campaign to another level entirely.

Runner Up: Helsinki International Film Festival - The Proposal. I gave this the runner up because it's really smart, especially given the context of the "Love & Anarchy" theme for this year's festival. I would have loved to see it end after the arrival of The Wingman.

BEST PRINT
Winner: The Economist - Sides. I have to give this one to the Economist. This is a great example of print work that shows respect for both the reader's time and intellect. It's what the Economist has done especially well historically, and they continue to exemplify that spirit here.

Runner Up: Durex - Apology. Runner up for me is definitely Durex. They've come up with a really clever, interesting idea. I might have given them top honors this week, but I don't think they used the medium very effectively. It's a little too wordy, and print has to be quick.

BEST OUTDOOR
Winner: Sony Cyber-shot TX30 - Sony Octographer. Using sea life to promote a waterproof camera is such a fun, inventive idea. Allowing the kids to participate, and building this experience where we get to see creatures acting like humans makes the entire concept very entertaining - and a great sell to parents.

BEST INTERACTIVE
Winner: Itaipava - Don't Open a Bottle and Drive. A truly original idea for the well-trod territory of "don't drink and drive". Now that the shock factor of seeing car crashes has subsided, this is a clever way to make people who are drinking and thinking about driving stop and reconsider.




This week's guest judge is Betsy Decker, executive creative director, Translation, New York.

Betsy Decker is a gifted writer and team leader who has built a career delivering fiercely original ideas for some of the world's top agencies and brands. A globetrotting talent whose work consistently cuts through barriers of language, gender, and geography - Decker's passion for brave, impactful creative has led to unforgettable executions for the likes of Nike, adidas, Coca-Cola, and Heineken, among many others. She has earned top honors from numerous industry awards bodies, including the One Show, Art Directors Club, the ANDYs, and the Epica Awards.

Decker signed on with Translation as Executive Creative Director at the beginning of 2015, following a brief yet productive period as a freelance creative on the agency's breathtaking "I'MPERFECT" campaign for American Eagle Outfitters. Her first project as ECD found her leveraging a life-long passion for sports to help win the NBA account, a marquee victory for the independent agency. Prior to joining Translation, Decker served as an ECD for global creative services firm Sid Lee, playing a key role in the launch of its NYC office.

From 2007 to 2010, Decker acted as an Associate Creative Director and Copywriter at Wieden + Kennedy Amsterdam, where she first worked with current Translation CCO John Norman. It was during this period that she created some of her most enduring pieces, including Nike Women's wildly successful "Women Here I Am" campaign and the celebrated Nike short, "Sanders - Conversations from the Inside," which now resides in the permanent animation collection at the Museum of Modern Art in NYC.

Before joining W+K Amsterdam, Decker spent time at 72andSunny - where she launched the popular DC Girls brand - and TBWAChiatDay. In addition to being a devoted sports fan, Decker pursues a number of hobbies and special projects outside of the office. She is working to develop two TV dramas with a fellow NYC-based writer/director.