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Seen and noted

Guest Judge: Psembi Kinstan, creative director, BBH London

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    July 15, 2019 20:35 (Edited: July 16, 2019 06:35)
BEST TV
Winner: NZ Transport Agency 'Let Driving Distract You'. Don't use your phone and drive. A familiar brief that has led to so many awarded campaigns over the years you'd rightfully be thinking that there's nothing original and brilliant left to write. And then you see this. And it's so utterly charming and clever and insightful that you immediately get jealous, then excited, then you rush to look back through the briefs on your desk while asking yourself, what's our 'Let Driving Distract You'?

Runner-up: P&G 'The Look'. Speaking of the creatively daunting task of following on from briefs that have created brilliant work, there's the even more daunting task of following on from a Grand Prix awarded campaign. Sequels are always hard, but P&G's 'The Look' tries valiantly to reach the soaring emotional heights of 2018's 'The Talk'. In this instance, it too, is a runner-up.

BEST PRINT
Winner: People Opposing Women's Abuse. A simple message cleverly (and rather horrifyingly) presented. Great photography and a nice pithy line to pay it all off. All in all, it's strong in its craft.

Runner-up: Volkswagen Trucks. If this was for best poster, Camden Hells might have taken it just for the sheer loveliness of their illustration. But in print, the visual collision in this VW ad is pleasing. Extra points for a tractor made of wool.

BEST OUTDOOR
Winner: Surfrider Foundation 'United States and Oceans of America'. What a simple striking piece of design. I'm not sure exactly how it galvanised the response that the case study showed, but even if the design did no more than offer a memorable visual identity for the movement, perhaps like the flag for the Olympic Refugee Nation, it's worthy of celebrating. And riffing off the sacred stars and stripes does assure some PR attention. As a side note, with a short line of copy alongside, it bet it made for some great print and posters.

Runner-up: Just outscoring Freddie Flintoff in the crease against a giant vending machine, we've got Greenpeace 'iAmsterdam becomes iAmazonia'. It's not in fact an ad for a little ol' mum-and-pop company run by Jeff Bezos, but a stunt to draw attention to the deforestation of the Amazon rainforest. For the sheer local fame of managing to mess with the Iamsterdam sign, it's pretty damn cool. Well done for pulling this off.

BEST INTERACTIVE
Winner: See Sound. A very clever design solution that takes a massive daunting problem and finds the most elegant of answers. Extremely brilliant. (So long as it's smart enough to stop telling you every time someone flushes the toilet. Or every time your dog farts. 'Not again Buster, you malodorous bastard.')

Runner-up: Linked Out. Nice and simple, and didn't need five minutes to explain itself.



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This week's guest judge is Psembi Kinstan, creative director at BBH London.

Psembi has been a copywriter in Australia and the UK since he was 19.

In the decade that has followed, he has created campaigns for the BBC, Land Rover, M&S, and Chanel No. 5 amongst many others. His work for M&S Christmas caused the first sales growth for M&S in six years and received over 90 million unpaid views online.

He is possibly the youngest Australian to ever be awarded at Cannes, and has won at Cannes, D&AD, or the BAFTAs every year for the past seven years. He was also the youngest creative director at Y&R London, before joining BBH in 2017 and becoming creative director on their founding client, Audi.

In a completely unrelated side note, Psembi was named by his three year old brother after a toy train.


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