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Seen and noted

Guest Judge: Richard Denney, ECD, MullenLowe, London

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    May 30, 2016 15:57 (Edited: February 17, 2023 04:19)
Winner: Paddy Power - Viva la Banzt. Viva la Bantz... As the tile suggests it's everything you'd expect from Paddy Power and is definitely the clear winner for me this week. With the Euro's almost upon us, it's time to stand out amongst the crowd during this star-studded period and Paddy Power certainly knows how to do that. Great idea taking an England football anthem, turning into a Scottish one and ramming it back down England's throat.

Runner up: BBC - 100% British 100% Asian. It was a close call for second between the BBC and Carlsberg, which did have some lovely touches in it, like the guillotine bottle opener. But on second viewing I opted for the BBC finding it far more compelling. The use of poetry for a radio station although possibly little obvious is forgiven by it's execution. Raxstar's poetry neatly tells me everything about the British Asian community and Josh Cole's direction matches the hypnotic narrative perfectly. Positive, warm and upbeat it's a strong film for the BBC Asian Network.

Winner: Parkinson's - Make simple hard.
It's a tricky one to do this and in all honesty has been done before and better, but I do like the craft on this idea and because of that that it's my winner this week.

Runner up: Disque Denuncia - Targets. The visual is provocative and makes me want to find out more. Unfortunately I am left a little confused with the headline but fortunately the copy makes of the visual, and based once again on its craft is my runner up.

Winner: Kolcraft/Contours - Baby Stroller test ride. Love the idea of building an adult version of a baby stroller in order for parents to get proper product feedback. A simple and clever product demonstration that's done in a fun and entertaining way. This work stands out a mile for me in this week's category.

Runner up: Tramontina Trotter - Test drive for good. It's easy to be cynical about this as I'm not sure what state the parks are in and I don't remember them being that bad when I last visited Sao Paolo. Neither am I sure about the amount of ride ons sold in Brazil to people but putting those questions to one side I like the fact that Tramonita placed their products in un kept parks for people to test drive. Again a simple product demonstration and I'm sure the local council were more than pleased they didn't have to pay someone to do their gardening for them. Job done.

Winner: Thai Health Promotion Foundation - Helpmet. It's great seeing clever tech being used for good and not just to sell something. It demonstrates the power of creativity in our industry and the effect it can have on others which is always inspiring and makes me proud. This week's winner does just that. Lets hope it works and rolls out properly throughout the country.

Runner Up: United Nations - Minesweeper. The runner up this week is tricky as the winner stands out some, but we need a runner up so I have chosen another piece which aims to put a message out their that goes beyond selling something. I like the idea of taking over a media platform where people constantly share pics of themselves and comment on others. A space full of beautiful people, all perfect in their own eyes. A space where everything is normal until it's invaded with imagery that doesn't fit or feel right. It's certainly provocative and hopefully will make people feel uncomfortable, make them feel lucky and more importantly donate to worthy cause. Denney Photograph (1).jpg
This week's guest is Richard Denney, executive creative director, MullenLowe, London.

Long hailed as one of London's leading ECDs Richard has been instrumental in overseeing the most creative years at MullenLowe London (previously DLKW Lowe) since joining in 2011 alongside partner chief creative officer Dave Henderson.

As executive creative director of MullenLowe London, Rich oversees the department's creative output across all accounts.

He began his career at RKCR/Y&R in 1996, picking up a Gold Lion for his St Mungo's Interactive Cinema commercial in his first year. After two years Richard was promoted to the board, at the time Y&R's youngest board member in history.

In 2004 Rich moved on to Saatchi & Saatchi, with creative partner Dave Henderson, where, as joint creative directors they produced the multi-award winning Carlsberg 'Old Lions' campaign as well as Visa's 'Running Man' campaign before moving to DDB London in 2008 to work on VW, Budweiser and Virgin Media.

His work includes the British Arrow awarded emotive Marie Curie film 'Symmetry' and the world's first interactive digital billboard for MicroLoan Foundation (Gold Cannes Lions). The Small & Mighty campaign launch for Persil claimed an impossible 2% category market share growth and the Cannes Lion awarded Domestos 'see through loo' campaign defied category norms in 2013.

In 2015 Rich was appointed to the role of mentor and judge for the Central Saint Martins 'Lowe Nova Awards'; a partnership led by the Mullen Lowe Group that seeks to recognize and nurture the next generation of global artistic talent.

Throughout his career Rich has seen his work awarded at the Cannes Lions Festival, D&AD, British Arrows, Eurobest, Campaign Big, Andy Awards & Creative Circle.

Rich has judged at some of the key global Award shows over the years including British Arrows, D&AD, Black pencil, LIA awards, British, Eurobest, Campaign BIG & Creative Circle.

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