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Seen and noted

Guest Judge: Masato Mitsudera, ECD, Geometry Global, Japan

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    July 03, 2017 12:04 (Edited: July 03, 2017 22:04)
Best: Verena 'Capture'. I am excited to see the film with hilarious Thai style story-line. This reminds me of the classic Smooth. Both setting and the story-line are unreasonable and all go beyond theory and logic. But it is quite exciting. The rhythm of the conversations was also very sharp and entertaining. I could not take my eyes off from the film. I do not understand Thai though. I was convinced that humour is universal.

Best: Volkswagen 'Slide'. I instantly got that VW's park assist makes things so easy and so smooth in any case. With it, the parallel parking which used to be troublesome becomes something fun and something that you can not wait doing it. The art well directed and expressed the era of transforming.

Runner Up: Salvation Army 'The President'. I did not get what it means at first but I came to understand that the lady is the former president of the country. I would like to give my applause to Mrs. Tarja Halonen and the staff who were brave to make an astonishing ad which shows the descent phase of the person who were foremost in the past.

Best: Cruzeiro 'Lets Change The Number'. An unexpected idea to set the numbers on the uniform as social messages. It is a revolutionary idea in an era when advertising messages are escapable. It is a wonderful campaign which makes people face the fact and delivers strong messages to the audience.

Runner Up: TGI Fridays 'TGI Pridays'. It is a fun ambient ad indeed. It has a nice ring and the logo matches well with the brand. It convinced me that it is not a negative demonstration or ad but the positive behaviour like this which can drive the world into a better place to live.

Best: Smart Fit 'F.A.T. Blocker'. As a person going to the gym I found this is helpful. But it is very shocking at the same time to people like me in the ad industry. No matter how much of efforts we put to express the sizzle it will just become futile. People are not going to see. I take my hats off to the attempt of the gym which tries to control our little everyday desire. We now need a copy writer who can appetite by words alone.

Runner Up: Seem 'The Family Way'. It is a good example to show how the technology fits into people's life and make things better. Surprised to know that I am witnessing the era when I can see my own sperm moving. Very innovative product. week's guest judge is Masato Mitsudera, executive creative director, Geometry Global Japan.

Masato Mitsudera started his carrier in Yomiko Advertising Inc. as a TVC planner in 1997, then joined beacon communications/Leo Burnett Tokyo as a copywriter in 2003. Became the first ECD to be promoted from within beacon, in 2012. He joined Geometry Global Japan as a head of creative in August, 2014. He leads the creative team as ECD since 2016.

His carrier covers both foreign-affiliated and domestic clients. When in beacon communications, he started up a project, to layout proposals based on creative ideas, leading to the planning and execution of the Yubari city revitalization campaign, "Yubari Fusai." Became the first Japanese to be awarded the Grand Prix for the Promo category, at the Cannes Lions International Festival of Creativity.

Masato has received awards at many international and domestic festivals, including Cannes Gold Lion, Adfest Grande Lotus, The Cup Grand Prix. Selected as one of Leo Burnett's top 75 people who are recognized by the world, in 2010. Also awarded as "Japan's Creator of the Year 2012."

He has served on the Promo & Activation jury of Cannes 2010, the Press jury of Adfest 2011, the PR jury of Clio 2011 and the Film jury of NYF 2013 and the PR jury of Spikes 2013.

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