Seen and noted

BEST TV
Winner: Police Now - Take 90. Always great when the planning is done properly. It takes 90 seconds to let the anger pass, then it's pretty clever, and maybe obvious, to make a 90 second ad to let us all know this. And the idea of making a conflict between what we see and what we hear really works.

Runner up: Greens Baking - Keith Kennedy. How to launch another baking product? Well, the best way is of course to do a likeable and stupid commercial. And this film is so stupid that it will definitely get people's attention.
Wish there were more campaigns like this out there.

BEST PRINT
Winner: Swedish Armed Forces - We don't always march straight. Instead of just doing "cool" military ads, I think it's interesting that the Swedish Armed Forces tries to broaden the picture of what the work in the armed forces can be. Especially when the idea can attract both new employees (soldiers) and also give a clear picture of why Sweden is a democracy worth defending.

Runner up: Post-it Note - Bright Ideas. Sometimes it seems like visually strong ads are forgotten. But when the product itself is as iconic and visually unique as the post it, it's easy to see how you'd build the idea on the shape and colour of it. Nicely done.

BEST OUTDOOR
Winner: BT Sport - Epic Goal. Love how crafty this idea is. I can really understand how people stopped to follow the ball (and look at the ad). Also impressed how the big format literary made the idea bigger.

Runner up: The Meg - Mega Shark Attack. Pretty cool. Would definitely touch that ad over and over again.

BEST INTERACTIVE
Winner: Whiskas - Cat Calm Radio. If this works, it's a solution on a real problem. Pretty clever and also kind of funny. At least for people with cats (I have two) and that is of course the target group. When big brands like Whiskas decide to help their customers, instead of just putting up another ad, then advertising becomes more than advertising and the brand is suddenly pretty easy to like. Good work!

Runner up: Tic Tac - Talk Tic Tac. Crazy idea! But when seeing how it's been used consistently over a long period of time, I really think it's a great job and a great tic-tactic.




This week's judge is Markus Lindsjo, creative director and partner at Uncle Unicorn in Sweden.

Markus is creative director and partner at the Swedish agency Uncle Unicorn (formerly CP+B Scandinavia). Before joining what then was CP+B he's been working as a creative at big agency networks like McCann and small creative shops like The Fan Club in Sweden. Over the years he has been awarded in both national and International Award Shows such as Cannes Lions, Eurobest and Clio.
Markus is also a trained Sommelier and can go completely nuts over a great bottle of white Burgundy.