Ok, nearing the midnight hour here in the Dam. Time to make some decisions.
BEST TV Not the biggest fan of super violent video games, but I am a fan of super violently well crafted film.
Sony's The Last of Us, from my homies up the canal at 180 Amsterdam, gets the nod. Conceptually, a great take on immersive game play, delivered with some sweet effects. Another good one from
Channel 4 as well. I really like the notion that despite the amazing feats these Superhumans have performed, they are held up to the same scrutiny for improvement as any athlete.
BEST PRINTTo be honest, this was like a five way tie. Not sure how "real" the batch is, a few give off the faint smell of shameless hardware hunting for sure. Let's go with
Foot Locker followed by
Philips.
BEST OUTDOOR The two that stood out most were
Edith Cowan University and
Pepsi Max. Both use arms quite well, which is definitely something I look for in good outdoor. The Poster That Grew Into A Billboard puts them to good use by letting them essentially be controlled by students and what they want from their university experience. In Bus Levitation, on the other hand, youâve got one bad ass arm. I'm guessing it's a fake one though, and his real arm is in his shirt by his side. In the end, I'm enrolling the best outdoor at Edith Cowan University.
BEST INTERACTIVEI'm sticking to the name of the category here in my search for the winners. I'll go with
The Keysave from the Belgian Insurance Company. It's at least interactive. And I suppose will be quite useful when 3-d printers are as easy to find as regular ones. Can you give your own agency runner up? Why not, I'm doing it. Bring on the hate mail! Music reinvents itself all the time, so should
Coca-Cola's Music logo. And it does, interactively speaking.
This week's guest judge is Mark Bernath, joint ECD at Wieden+Kennedy Amsterdam.
Mark has been at W+K Amsterdam since 2007. In 2011, the shop topped the Gunn Report as the most awarded agency in the world thanks in no small part to Nike's "Write the Future" integrated campaign and the re-emergence of Heineken with "The Entrance." The ongoing global campaign for Heineken picked up the Grand Prix for Creative Effectiveness this year in Cannes. A North Carolina native, Bernath spent time in both Los Angeles and New York before moving to the Netherlands.
