Seen and noted

BEST TV
Winner: Scrabble: Love Story. I loved this love story to wordplay. The girl met boy story told through anagrams tapped into the joy of Scrabble beautifully. The quirkiness of the wordplay such as pairing 'cab driver' with 'crab diver' gave it a whimsical tone that was enhanced by the almost symmetrical framing style of the film. Magical.

Runner-up: Volkswagen Passat: Driving Test. A very simple ad highlighting the features of Passat, but instead of showing a smooth ride, the light-hearted take of the boy's bad driving was a fresh twist that gave me a little smile. Driving test became a test drive. Impressive.

BEST PRINT
Winner: Alzheimer's Society: Fade – Daughter. A very powerful and thought provoking piece of typographic work, which really made me think about the lives of Alzheimer's suffers and their family. Not an easy ad to forget.

Runner-up: Crest toothpaste: Hospital. I am a chronic smiley user in all my emails and messages. This clever play on the two interpretations of the same message really made me smile ;-)

BEST OUTDOOR
Winner: Santa Lucia Lottery: The Value of Seeing. Sometimes we take technology, just like our ability to see, for granted. It was encouraging to see applied technology in a grassroots campaign to help those less fortunate in a practical way, and made a difference in their lives.

Runner-up: Nivea: The Undersea Billboard. I was two-minded about this one. On one hand I loved the unexpected but relevant placement of the message for the snorkelers – underwater, but on the other hand I felt that placing ads there would certainly spoiled the natural beauty of the seabed. But hopefully some skins were saved.

BEST INTERACTIVE
Winner: D&AD: The Ad Filter. Such a brilliant idea, to filter out bad ads and replaced them with great ones, this filter should be pre-installed on all web browsers. I'll talk to our IT guys tomorrow to make this plug-in part of our default installation on the office computers.

Runner-up: Smart Communications: Smart Strybks. Smart Txtbks was a fantastic idea, and the storybooks version was yet again a great demonstration of how creativity and technology could make a difference, giving kids in the typhoon-ravaged areas a ray of hope through stories using obsoleted low-tech phones and repurposed sim cards. This was a touching follow-up campaign.







This week's Bestads guest judge is Tim Cheng, chief creative officer at DDB Group Shanghai.

For the past 17+ years Tim has been an award winning art director and creative director at digital agencies in UK, Australia and Greater China. Tim brings with him an international perspective of creative strategy, and a proven record of successful online communication with an emphasis on innovation. Tim has received numerous creative awards and accolades from Spikes, AdFest, D&AD and Cannes over the years. He is also an active participant in judging and speaking at local and international creative conferences. Tim joined as Executive Creative Director of Tribal DDB Hong Kong in 2009 and then took up the position of joint Executive Creative Director of DDB Guoan Beijing in early 2012. Within the short span of one year, Tim helped set up Tribal DDB Beijing and earned the industry's recognition as a Top 3 finalist at the 2012 Campaign APAC's Greater China Digital Agency of the Year Awards. In April 2013, Tim was promoted to Chief Creative Officer of DDB Group Shanghai.