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Seen and noted

Guest Judge: Rebecca Carrasco, head of Facebook Creative Shop

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    June 27, 2016 18:03 (Edited: June 28, 2016 04:03)
BEST TV
There are some beautifully crafted pieces of advertainment in here, but as my fingers push thoughts through the keyboard, the one that sticks in my head is the Emotional Pet Campaign. It might not be the first time a PSA has told a story backward to rug-pull on the heartstrings, but the thought justifies the means and makes for a nice idea. Harder to choose a second spot but Coke Rain (a neat little package of almost-branded-golf-content in TVC wrapping) is probably my next pick.

BEST PRINT
McDonalds Indian Restaurant - not a word needed. A simple thought properly crafted. And Freddo Ice Cream - lovely insight, well told. Had to laugh. We've all been that kid.

BEST OUTDOOR
Winner: Brave Cut is a simple, powerful idea that not only directly solves the problem of providing the wigs (and dignity) that many women with cancer can't afford; but it also promotes and feeds more contribution to the cause through the signature haircut. Strong and cyclic. And I like the notion of protecting animals from huntsmen, by preventing huntsmen from breeding. Huntsman Condoms is an idea told with the sort of wry smile that rather appeals to me.

BEST INTERACTIVEHard to call out a winner in this category. I wanted the Subtitled Banner to mess with me a little more; Give A Beep to ladder up to something bigger; and This One's For You to feel less branded/structured. The strongest piece is probably Domestic Violence for France 5, but it's more of a content strategy supported by a TVC/online film than an interactive idea (although there were aspects that could be interacted with).

BEST RADIO
Winner: The Autonomous Radio Campaign is my pick here. The car was positioned in market as 'autonomous' due to it's reactivity to road conditions in real time, so the idea of making autonomous ads that react to news updates in real time seems like a pretty intelligent fit. I would have tuned in just to see how far they could push it. (But that's me.) Second I'd say is Take A Hike - good old theatre of the mind with a nice strategy.



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This week's guest judge is Rebecca Carrasco, head of Facebook & Instagram Creative Shop for Australia and New Zealand.

Rebecca has worked as a Writer, Art Director, CD & ECD. Her work has received Best In Shows, Campaign of the Year, Client of the Year, Creative of the Year, an Asian Pacific Child Rights Award, a United Nation Award, Television Programming Awards, 3 shades of metal, and her own agency was recognized with an Agency of the Year Award. She's had the honour of judging many international ad shows, as well as awards for TV & Cinema Content, Magazine Publishing, and Agency of the Year accolades. She has also begun a PhD on Ideas that she hopes to finish in another lifetime or when her children can both speak, feed, and toilet themselves, whichever comes first.


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