BEST TVWinner: The
IKEA & Hay collaboration. On which: the bad news first. It's not funny. There's no explanation. And there's an empty room where an idea might be. They were apparently unable to show the product and are no doubt better off for that. But it is refreshingly weird and beautifully executed. It will probably get a large share of thumb among architects and designers. And has - as it has set out to do - made me curious to see the new collection.
BEST PRINTWinner:
Alcoholics Anonymous: Resume. White Face. The visual is all about anonymity and the copy/type is straight-forward and matter-of-fact. Both fulfil the promise of the brand in conveying genuine empathy to the people it needs to reach. An idea that grew on me and I think might get more powerful as part of an extended campaign.
BEST OUTDOOR Winner: The
NZ Police work seems to have been hugely effective - with much praise from the local media and an impressive amount of global coverage. The only quibble might be that the social experiment at the heart of the piece is somewhat commonplace. But if you can draw a line between cause and effect in the way this is claiming then it's hard to ignore.
BEST INTERACTIVEWinner:
Nike Unlimited. The idea is that you establish a lap time and then race against your own avatar on subsequent laps. It looks stunning and had people excited to participate. I had the good fortune to both see this in action and be denied actual participation by inclement weather. So while I could of course have raced my avatar round the lap and improved my pace each time I didn't have to prove it.

This week's guest judge is David Guerrero, chairman and chief creative officer, BBDO Guerrero based in the Philippines.
David apparently has a 35-page version of his CV, which he has mercifully condensed down to three paragraphs. He started in the industry in London. Worked in Hong Kong for five years. And then moved to Manila where he founded an agency 18 years ago. BBDO Guerrero has since been agency of the year in the Philippines more than ten times at the country's leading shows. It has also won The Philippines' first Lions in Cyber, Film, Outdoor, Promo and Radio. And the country's first D&AD pencils in Digital, Direct, Press, Posters and TV, entering the Gunn report's top 50 global agencies in the process.
And not that anyone reading this will really care but on the effectiveness front they've won the WARC Asia Strategy Grand Prix for the Philippine Department of Tourism, an AdFest Grand Prix for Pantene, Spikes Gold and multiple golds, silvers and bronzes at the Asia AME's for clients ranging from FedEx to Visa. As well as prizes at New York Festival's AME's for the long-term effectiveness of work for Childhope Asia.
He's done a bit of judging in his time as well: heading juries at Cannes (the first from South East Asia to do so), Clio and AdFest (where he is a member of the 'Collective' advisory board). And headed national show juries in Malaysia, Melbourne and Moscow (which, as Kid Creole might say, is just the 'M's). He is also a part of the inaugural D&AD Impact jury this September. His recent book on the use of 'crap ideas' is still looking for a publisher. So he is working on his next one about advertising that, to paraphrase Geoff Dyer, has: "Everything that really happened, (and) some of the things that... only happened in his head."