Seen and noted

BEST TV
Winner: Aviation Gin: Arlene's Big Leap. In times when the politically correct set the rules, advertising that brings pure fun and joy must be celebrated. In this specific case, not just the idea is fun. The story, the copy, Ryan Reynolds as narrator, the old lady as the main actress, everything is great. I would not change a line about anything, and that's why it's the winner.

Runner-up: Nike: Mamba Forever. Nike knows how to turn simplicity into greatness. Just like Kobe Bryant did. As a Hungarian who struggles in smaller advertising markets, this TV Spot only reassures me that you don't have an excuse to not create great work. The budget is limiting, but a great idea will always be stronger than money.

BEST PRINT
Winner: Amnesty International: Cougar. Political issues must be addressed more than ever. Especially when it goes against humanity. That is why this Print ad caught my attention. It is simple, straightforward to bring an undeniable truth. And it makes us feel like we are losing our sense of humanity, which is also true.

Runner-up: Sheba: Cat Scan. Everybody knows that cats only think about themselves. This print ad shows exactly this. It does not matter how careful the owner is with their pet: cats only care about what is good for them. In this case, Sheba.

BEST OUTDOOR
Winner: Monash University: A Future Without Change. We all have seen campaigns that aim to recruit new students for University. Every time the same cliches: they talk about their dreams and what the person can become. That's why I liked Monash most. It changed the narrative and brought a palpable concern: the world might change for the worse. You should help to change it for the better. And for that, you need a good education.

Runner-up: Amstel: Hidden Fridges. If it's kinda illegal and might turn into a lawsuit against the brand, we should show this brand our respect. Right?

BEST INTERACTIVE
Winner: EcoSport: EcoSport Surf Tag. Technology being used to make people's lives easier. That's what this is about. It also shows that we don't need to reinvent the wheel to bring something new. In this case, the agency used many existing technologies combined to provide a better consumer experience, and did it very well.

Runner-up: National Union Of Journalists of The Philippines / Center for Media Freedom and Responsibility: #StopTheSpread. Misinformation and false news are a big problem in today's world. The Clickbait culture has put journalism's credibility in a bad spot and it's time to fight back. The point is: it doesn't depend only on them, the content creators. It also depends on the people who read and trust this information. That's why this idea is cool. It just helps people to validate the information they consume.




This week's guest judge is Istvan Bracsok, chief creative officer and founder of White Rabbit in Budapest.

Istvan started his career at Ammirati Puris Lintas as an art director. Later worked at Saatchi & Saatchi, DDB and he was executive creative director at JWT.

After this, he set up the independent ad agency White Rabbit Budapest with his partners where he has been working for more than ten years/.

His creative work won him numerous domestic and international awards like D&AD, Cannes Lions, One Show, Clio, LIA, ADC, Immortal Awards, New York Festivals, Webby Awards, Epica, Communication Arts and several Effies - including a Grand Prix.

He has been in the juries of One Show/Young Ones, LIA, New York Festivals, Webby Awards, AdStars, Cresta, Lovie Awards, Cannes Young Lions, Creativepool, Golden Award of Montreux, Lisbon International Advertising Festival, Lisbon Health and Jury President of Cannes Young Lions Georgia.

He is member of D&AD, The One Club, Art Directors Club, Creative Circle and The International Academy of Digital Arts and Sciences.

He is an examiner at VISART Academy Of Arts.

He has been nominated for 'Influencer of the Year' on Creativepool.

#1 Creative Director and Advertising Agency in country ranking for Lurzer's Archive.

When he is not making ads, he likes to listen to his collection of vinyl records, take care of his exotic houseplants or count clouds. He happily opens a bottle of good wine to accompany any of these activities.