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Seen and noted

Guest judge: Ciro Sarmiento, CD, Leo Burnett/Lapiz, Chicago

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    October 24, 2012 07:14 (Edited: February 17, 2023 05:19)
BEST TV
I have to say I loved everything about the IKEA spot by Mother London: Such a beautiful example on how crafting, art direction, character and music can make a simple idea, this powerful. Although it was a very hard decision to make considering my second choice (the O&M Singapore ad for ACRES), I must admit that "Playing with my friends" is extremely well (and playfully) executed around a good insight. It's cute, it's powerful, and most importantly, it feels right for people. When you have the perfect combination of genius storytelling and crafting, with a compelling insight for the real people out there, you can call yourself a winner.


BEST PRINT
My favorite is AlmapBBDO print campaign for Top Destinos. Fresh approach to a category that's been punished a lot in creative festivals around the world. Impeccable art direction. I liked the Ford Flowers O&M Greece campaign too, but coincidentally enough resembled me of another print campaign for Volkswagen done by AlmapBBDO a few years ago.

BEST OUTDOOR
My winner has to be Nike Seismograph by BBDO Argentina, without doubt. Such a vibrant idea, loved the tagline "EVERY GAME IS A HOME GAME". Carries an engaging social component that takes the brand's purpose to a collective emotional level. And yes, when you get used to watch dozens of case studies on a daily basis, you learn to appreciate the good ones! I'm a terrible soccer fan, but this made me get goosebumps.

BEST INTERACTIVE
Not excited about any of the work here, really. Maybe the Sony Interactive game by W+K (surprise... right?) was the only thing that kept me busy for 10 minutes. Kinda cool. Everything else seemed done before. I was interested in the premise of Pepsi Extra Hour, but don't think that was the right way to execute it or present it. It's a nice concept, though.



https://www.bestadsontv.com/news/upload/CiroSarmiento.jpgThis week's guest judge is Ciro Sarmiento, creative director at Leo Burnett/Lapiz, Chicago.

Born in New York City, raised in Colombia, Ciro has worked with top consumer brands in both U.S. and Latin America. His work has been recognized in Cannes, CLIO, LIA, NYF, One Show and in numerous Latin American Award Shows through the years.

Ciro began his career at a creative boutique in Bogota and after a short period of time moved to Ogilvy & Mather Colombia.

In 2005, he was promoted to Creative Director and managed a fully staffed creative team, acquiring high-profile clients: GlaxoSmithKline, Gillette, Motorola, Castrol (BP) and Carulla Supermarkets.

He won a large number of awards for Ogilvy & Mather Colombia; local and international recognition that helped him build a name in the local Industry.

In 2006, he was also appointed Creative Director for the GlaxoSmithKline Hub in Colombia, which operated for Central America (Costa Rica, Guatemala, Panama) and the Caribbean (Puerto Rico, Trinidad & Tobago). This year, he was also selected as one of the two best Creative Directors in the country according to P&M, the most prestigious ad magazine in Colombia.

Ciro moved back to the U.S. in 2008 and worked in LatinWorks (Austin, TX) as a Creative Director for Domino's Pizza, Anheuser-Busch, Skittles, Starburst, Cine Las AmeÃricas Film Festival, Lowe's and Marshalls. During this time, his expertise and creative efforts helped LatinWorks become No.9 on the AdAge nationwide Agency A- List in 2011, and won the first Cannes Gold Lion in a campaign category for the entire Hispanic market in the U.S. That year, Ciro also won the agenc's first gold in LIA among other awards.

Since March 2012, Ciro has joined Lapiz as Creative Director for the P&G Hispanic Market. In only 5 months, Ciro has helped build the creative team stronger. Recently, he and his team produced the first Hispanic TV campaign for Gain Detergent in years and launched the 1st iPhone Mobile Ad for the Hispanic market in its history.


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