Seen and noted

BEST TV
Winner: Hudson's Bay 'Everything Comes to Life at Hudson's Bay'. It's an entertaining piece of communication that makes you feel good about the brand. It's charming and democratic. And at a time when everyone's trying to be controversial for PR sake, it's refreshing and positive. There's a nice bit of storytelling, with some clever nuances, accompanied by a cool, modern track that makes the brand likeable. It also doesn't over promise, but uses a bit of magic and music to entertain and retain memorability.

BEST PRINT
Winner: Samsung Electronics 'Mammoth' by Cheil Kazakhstan It's quick. It's simple. It's memorable. What it lacks in depth, it gains in the funny bone.

BEST INTERACTIVE
Winner: Air France 'Never Miss Out'. This work goes right to the heart of what interactive ideas should be... relevant and useful to its consumer. Bringing convenience where and when they need it most. The Air France work continues to help create a community for their travellers whether in the air or online by extending a premium experience to all.

Runner Up: Busch Beer 'Tree-Roll'. An entertaining way to use beer advertising and humour to get people to do something for the greater good w/the ease of a button. A great way to engage a captive audience. Its unapologetic message comes across in an original, fun format with a welcoming animated tone. Hell, any beer brand supporting reforestation by bringing it directly to your hand, while delivering a cold one to the other... is alright in my book.




This week's guest judge is Rosie Bardales, chief creative officer and partner at BETC London.

Rosie has worked for some of the best ad agencies in the world. Before joining BETC London she was creative director at Wieden+Kennedy Amsterdam, where she led the integrated launch for Levi's Global as well as the Powerade campaigns for the 2012 Olympics and the 2014 FIFA World Cup.

Rosie has also worked for BBH London, Mother London and Cliff Freeman and Partners in New York, working with brands such as Britvic, ITV, Coca-Cola, PG Tips and SABMiller Global.