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Seen and noted

Guest Judge: Genevieve Hoey, CD, W+K Amsterdam

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    June 20, 2016 18:59 (Edited: June 21, 2016 04:59)
BEST TV
Maybe I've been spoilt by the shortlists of TV I've been seeing recently. Maybe I'm just not the willing couch potato I used to be. But the TV this week didn't really connect the dots, well not enough to make me care. The freshest was the skateboarding insight underpinning Direction Skateboards: Free Ride, though this execution could have been pushed. Everything else was a bit limp for me. Pun intended wink wink nudge nudge Durex! Please, if I ever have to watch that or any other Game of Thrones inspired spot, may I choose to be eaten by dragons instead.

BEST PRINT
Good stuff here. That Pedigree Dentaflex print ad made me laugh out loud. Simple, smart and great craft. I hope there's a series of these puppies. Second place, NZ Fire Service. It did echo the Adidas Bonded by Blood campaign from years back, but still a clever way of using this medium to arrest people's attention. If people did stop to read it. Which, who knows. People may not have even read this far. Sigh.

BEST OUTDOOR
Hmmmm. When did outdoor become so complicated? Adexo Portugal: Moving Food Truck, this idea puts a great perspective on junk food, so I'd have to say this is my pick for interesting, relevant thinking. The other ideas either felt familiar or too complicated to believe real people in the real world would really put down their handheld entertainment devices and engage.

BEST INTERACTIVE
Lots of feels here. But wow, Deutsche Telekom: Sea Hero Quest really grabbed me. Great idea, enabled by smart technology with a meaningful purpose. The trifecta. Honorable mention to Maria De Penha Institute for repurposing pre-rolls for a great cause. And I wish Samsung had done more. The initial story really pulled me in, but then the interactive experience was fairly ordinary. VR doth not maketh an idea, so did sayeth someone wiser than me.



http://www.bestadsontv.com/news/upload/G_Hoey (1).jpg
This week's guest judge is Genevieve Hoey, creative director, Wieden & Kennedy, Amsterdam.

Genevieve is a digital maven and a maker and shaper of cultures yet to come. Only kidding. Genevieve works in advertising and loves pretty much every bit of it, except the hyperbole surrounding what we actually do. She's made some good films, wrapped a city in bubble wrap, tossed a man dressed as a steak into a shark tank, crashed a client's product into an Andes mountainside, haunted a hotel, talked her way into a Swedish biathlon, won some nice awards, worked with a stack of brilliant people and had a lot of laughs. Which is what it's really all about. That, and a fine selection of funk classics on high rotation.


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