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Seen and noted

Guest Judge: Eugene Cheong, former regional CCO, Ogilvy Asia

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    May 18, 2020 09:39 (Edited: May 18, 2020 19:39)
Winner: Ad Council, Whatever Gets You Talking. First, a confession: I stopped following popular music years ago. That said, I think poetry framed by music is the most powerful idea-delivery system ever invented. (Small wonder that singer-songwriters from King David to the Beatles to Billie Eilish are the legends they are.) How do you enlist youngsters to be each other's therapists? You teach them, of course. Not in the finger-wagging way of a schoolmaster, but with a hipster tone and a way-cool manner that the kids dig.

Runner-up: Facebook, Born in Quarantine. Without the good ol' testimonial, adland would have been a damn sight poorer. To begin with, there would be no Nike 'Crazy Dream.' Nor Facebook 'Born in Quarantine.' It must be a special kind of hell to be a new mother in the midst of the coronavirus plague. The casting was impeccable. A centenarian giving evidence that this too will pass, allaying fear, reviving hope and, in the process, turning a testimonial ad into a demo ad.

Winner: IKEA, Castle. If you've been imprisoned with your 5 and 7-year-old for the last 4 weeks, you might be desperate enough to try one of IKEA's nifty outdoor/indoor ideas. And while you're lying in blissful peace on your couch, you'll be eternally grateful for Swedish thoughtfulness.

Winner: Hospitality Action / Earl of East: Candle Collection. Using scented candles to trigger the memory of the wonderful times we used to have in pubs and cinemas is a genius idea. The posters riffed off the product idea very well too. My only question is, are they really posters?

Winner: The Interview Before The Interview. We all used to be useless in interviews. We learned to handle curveballs either by putting our feet in our mouths or by being plain dumb. The Interview Before The Interview website allows young creatives to do a dry run before the real thing. On behalf of future Drogas and Wiedens, I want to thank Kat, Em & Pierce (whoever you are) for your kindness and generosity.

Runner up: Dutch Mill Group, The Secret Supporter. What a lovely product placement idea. My son who plays Medal of Honor night and day and day and night gives it a thumbs-up. Cheong.jpeg
This week's guest judge is Eugene Cheong, former regional chief creative officer at Ogilvy Asia.

Eugene Cheong's 30-year career includes stints in Ogilvy Singapore, Ogilvy London, Batey Singapore and, in 1995, Euro RSCG Singapore where he was its rookie executive creative director.

Returning to Ogilvy in 1998, he was elected to the Ogilvy Worldwide Board and Worldwide Creative Council in 2009. In the same year, he was appointed chief creative officer of Ogilvy's Asia Pacific network.

In 2013, he took on the additional responsibility of running the Singapore creative department, restoring the fractured agency to its award and new business winning ways.

Under Eugene's leadership, Ogilvy Asia Pacific was crowned 'Creative Network of the Year' in 2009, 2010, 2011, 2012, 2013, 2014 and 2016 by Campaign Brief Asia. In 2018, Ogilvy Asia Pacific snagged the prestigious Cannes Lion Regional Network of the Year.

Eugene is recognized by the D&AD Copy Book as one of the world's 50 best copywriters. In 2016, he was the most awarded creative at The One Show and in 2018, he was elected to the International Board of The One Club.

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