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Seen and noted

Guest Judge: Mark Tutssel, exec chairman/global CCO, Leo Burnett

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    August 20, 2018 10:54 (Edited: August 20, 2018 20:54)
BEST TV
Winner: Greenpeace UK "There's a Rang-Tang in my Bedroom". I've long been a proponent for leveraging the incredible potential of animation to bring our storytelling to life in fresh ways. The latest work from Greenpeace UK is proof positive that this vibrant and vivid canvas can unlock worlds of creative potential. In this film, classic animation is used to establish a real emotional connection with the viewer, and the decision to think beyond live action also opened space for elegant and poetic copywriting.

Runner Up: Nike "Awaken the Phantom". Applause to runner-up, Nike's "Awaken," which employs a cast of global football stars for a supernatural tale to launch its new Phantom boot. The brand has set such a high bar with masterpieces like "Nothing Beats a Londoner," and this lacks the level of storytelling and cultural insight we're accustomed to seeing.

BEST PRINT
Winner: Mitsubishi "Parking Sensor". The classic cymbal-banging monkey toy is used as a metaphor for the Outlander's rear parking sensor. I would hope the car's actual alert is much gentler than a clanging chimp, but it certainly reinforces the message.

Runner Up: Amnesty International "Illegal Celebration - Spain". A simple and timely reminder from Amnesty International that even the most normal of freedoms we take for granted aren't guaranteed in all parts of the world.

BEST OUTDOOR
Winner: Fenplast "Metal Proof". Outdoor is going through a renaissance, and we should aspire to nothing short of "theater of the streets" in our ambition for the medium. Fenplast's curious product demo was the only one of this that begins to seize that potential. To prove that its windows are truly soundproof, the brand built a nursery fortified with Fenplast windows, placed it square in the high-decibel environment of Montreal's biggest heavy metal festival, and put babies to sleep amidst the chaos.

BEST INTERACTIVE
Winner: Sanlam "Grace". We're only at the cusp of creative that leverages the massive audience around the world using messaging apps, and South African financial services institution Sanlam is showing it can be done in an engaging fashion. Here they created a fictional character, Grace, and brought her to life through an audio drama delivered via Facebook Messenger and WhatsApp. The platform went further by empowering participants to weigh in and help write the story of Grace, making it an even more interactive experience.

Runner Up: Ikea "Three Piece Suits". Smart partnership between Ikea, tailor Savile Row and designer William Hunt that saw the company's iconic furnishings fabrics transformed into custom men's suits.



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This week's guest judge is Mark Tutssel, executive chairman and global chief creative officer at Leo Burnett Worldwide.

As executive chairman of Leo Burnett Worldwide, Mark lead's the network's unrivaled creative firepower across the world and is responsible for setting the company's vision. Mark oversees the creative output for some of the world's most respected brands, including Samsung, McDonald's and General Motors.

In 2015, Advertising Age recognized Leo Burnett as the most awarded network in the world. Under Mark's leadership, the network has also topped the Gunn Report's "All Gunns Blazing" category for seven of the past eight years, leading the industry in new-world thinking. And is one of a very small group of agencies to have ranked in the world's Top 5 most awarded creative networks for ten years in a row.

One of the most awarded creative directors in the industry, Mark's work has garnered every major creative accolade. During his tenure, Mark has won over 600 Cannes Lions, including nine Cannes Grand Prix, three Titanium Lions, four Glass Lions, the first ever D&AD White Pencil, two D&AD Black Pencils, 6 Clio Grand Prix, four One Show Best of Show Pencils, two ADC Black Cubes, and two Emmy Awards. Campaign Magazine named Mark the 'No.1 Worldwide Creative Director'.

Under Mark's creative leadership, Leo Burnett has developed world-class campaigns for some of the world's most iconic brands, including P&G, Samsung, McDonald's and Coca-Cola among others. Samsung, Coca-Cola and McDonald's were named Cannes Lions "Creative Marketer of the Year" under his purview.

In 2013, Mark introduced "Creativity Without Borders", a game-changing vision for marketing communications to Leo Burnett that is now widely adopted and embraced by the network.

Mark has had the honour of chairing the world's greatest award shows, including D&AD, LIA Awards, Clios, Art Directors Club Global Awards, Eurobest, Spikes, ANDY Awards, AdFest and the Art Directors Club of Europe. He is also one of the only creative directors in the world to serve as a Cannes Lions Jury President five times.

Mark sits on the Publicis Communications Board, the Facebook Creative Council, the One Show Board of Directors, the D&AD Global Advisory Board, and is a member of the Royal Society of Arts.


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