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Seen and noted

Guest Judge: Eduardo Basque, McCann Health, Sao Paulo

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    January 12, 2021 08:07 (Edited: January 12, 2021 19:07)
Winner: Johnnie Walker 'Astronaut'. A film that brings history, purpose, optimism, emotion and a wonderful concept. An impeccable production that encompasses new technologies and that brings us a final result of emotion. When an agency and a client are able to bring all these ingredients together in one job, the result can only be this: exciting. Congratulations.

Runner-up: WhatsApp 'A Family Diary'. Who has never revisited whatsapp messages, especially during the pandemic, trying to remember good times? That's what this film brings. Reality and empathy. Two ingredients that, together with an overproduction, inevitably fall into popular taste and become one of those campaigns that everyone talks about.

Winner: PlayStation 'Play has no age, play has no limits'. Print campaigns that shows no products are a rarity these days. Those are things that only a big brand already consolidated in the market can do. However, with great power there must also come great responsibility. The challenge is always enormous in conceptualizing product and brand campaigns that are already renowned for great ideas. In this case, a simple and easy and straightforward way is responsible for winning the first place of the week.

Runner-up: Calcalist 'Starting the year with a blank page'. Happy new year, 2021. Although it is not something totally new (including an idea that has already been in the Grand Prix in Cannes), I have considered this work because of the client's boldness in approving a blank cover for his own newspaper.

Winner: Puerto Rican Down Syndrome Foundation 'The Happiest News Report'. Excellent idea. Who is not excited to see a down syndrome patient with his characteristic contagious joy at any time and in any situation? The association was the happiest they could have done. Inspiring.

Runner-up: Movistar & DogPack Foundation 'DogPacks, stickers you can adopt'. Simple and very clever idea. Entertainment association with utility and purpose. Simple ideas always tend to be the most brilliant, but the most complicated to arrive at the result. Basque.JPG
This week's guest judge is Eduardo Basque, senior art director, McCann Health, Sao Paulo.

Eduardo Basque started his career in 1998.

He had the privilege of knowing the manual craft techniques of the late 80's, being of great importance for the development of a refined technique and knowledge of the purposes of art direction.

Since then, he has worked at numerous agencies, large, medium and small, managing to develop work within large multinational corporations and structural development of smaller agencies, contributing to the implementation of the advertising culture.

In his career, he won a series of awards such as NYF, Eurobest, Epica Awards, Lusos, Communication Arts, FePI, ACT Responsibile. He also has several publications in the Lurzer's Archive magazine and was number 1 at the ranking of Bestadsontv during 2011, among the top worldwide art directors.

He has extensive experience as a Grand Jury Member in several categories at international advertising festivals: NYF, Lusos, BestAds, Global Awards, Golden Awards, WINA, FePI, Lisbon and AdForum.

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