Seen and noted

BEST TV
Winner: Snickers: Rap Battle. Populous, light and entertaining. The sort of thing most young creatives will probably turn their nose up because it's not all edgy, dark or hipster enough for them. But this for me is a lesson in good old classic short-form storytelling that leverages culture and lands the brand with a lovely flavor of wit and charm. Nice touch to have Sir Elton mixing it up with the young Emarr Kuhomano and Monique Lawz. What's also appealing and something that the general public might not know, is the fact that Sir Elton is actually a long-term supporter of emerging rap artists, which for me gives this spot an extra sweet taste of credibility. Good stuff.

Runner-up: Rema1000: Smart House. This Norwegian ad jumps out in the lineup as a little beauty and made me laugh each time I watch it. I enjoyed its pace, story and twist. This could have been so easily been fucked up by the agency, director or talent going overboard but they captured a good performance and joke here. I love the modern twist on a very simple set up.

BEST PRINT
Winner: Environmentalist Foundation of India: Turtle. As a surfer and ocean lover, I had to pick this one of course. Yes, it might not be the most innovative ad I have ever seen but its message is simple, clear and strong. I could see this ad working hard in the busy hectic media landscape of India. It feels like a part of something bigger I would guess? Congrats to the team in India for championing the message.

Runner-up: McDonald's: Packed in History, 1968. I prefer a Quarter Pounder than a Big Mac but hey - I still just love the line used on this one. It's a great thought that made me stop and think. Nice ad but the use of retro could have been pushed a touch harder.

BEST OUTDOOR
Winner: Nike: Do It Again Ronaldo. You know the score. It's outdoor and you've got to communicate in 3 secs, and of course industry best practice means distill, distill and distill everything down to the brutal minimal to get noticed. However, rules are there to be broken. Hat's off to the W+K crew on this one! Love the fact this OOH just says a big fuck you and breaks all the rules like the brand it is promoting. It's more a supersized long copy ad really don't you think? Lovely narrative with a nice twist at the end. But it works! Virtual high five.

Runner-up: Carling Black Label: Soccer Song for Change. Really strong campaign that uses nontraditional outdoor as part of the mix. I liked the hijacking of a public moment and changing the words of a popular song sung at soccer matches, with new lyrics telling the story of a woman who is beaten by her husband. An important message that should get recognition and spoken about.

BEST INTERACTIVE
Winner: InstaNovels. Let's face it, Insta is filled with limitless beautiful places, cats juggling, six packs, bikini selfies, epic falls and Adeline moments all trying to capture your attention. These beautiful little crafted gems come along and just pop out against all that social noise. Showing how the power of good graphic design craft can to still pack a punch and cut through. Proof to designers that graphic design is still a powerful tool for storytelling. I hope there's a printed poster version I can buy?

Runner-up: PetMe. I admire the intention of this. AI helping to match other dogs who need a home is interesting. Hopefully it will evolve into something bigger.

BEST RADIO
Winner: Motor Accident Commission of South Australia: Children. Having two young kids this struck home. The playfulness of the young voices mixed with the serious subject matter was nicely done. I am sure this ad got people to stop and think more. I hope so.

Runner-up: Quaker: Out of Control. Nice theatre of the mind stuff going on here. If I hadn't read the title of the spot it would have taken me for surprise. Great direction and writing. I enjoyed being taken on a journey and cleverly connected back to the product at the end.




This week's guest judge is Wayne Deakin, executive creative director, EMEA, Huge.

Wayne has over 20 years of industry experience and held creative leadership positions in Australia, Europe and the US.

Originally from Australia, Wayne is a failed Pro Surfer who then stumbled into advertising after winning a place at A.W.A.R.D School. After working at famous agencies in Oz, he worked his way around the world and also found time to earn a Master's in Cognitive Sciences along the way.

Previous to coming to London he was a creative director at Jung Von Matt.

He then helped to build Jam before moving to joint-ECD across the Engine Group agencies.

More recently he was ECD of AKQA London and helped the agency win several industry titles and be named the UK's most internationally awarded digital agency.

Wayne has created numerous innovations and marketing world firsts. He has won over 500 major awards and his work has been highlighted as best-in-class by award shows and publications around the world.

He is now ECD for Huge across EMEA and is focused on creating ideas that move businesses forward by providing meaningful and original connected experiences for their customers. He is also co-chair of BIMA Creative Council and an active creative mentor in the industry.