BEST TVWinner: Mattress Firm '
Don't Sleep on Sleep'. Like a lot of people at the beginning of the pandemic I downloaded TikTok, was immediately hooked and stayed up nights endlessly scrolling. In the past 2 years we have been thrown into new work situations, working from home in our comfy clothes soon became working longer hours. Somewhere along the way the line was blurred between work, home and sleep. I think the creative here is bang on. Beautifully executed, this cautionary tale of sleep neglect reflects how we're all feeling. Now I'm off to delete TikTok for the third time.
Runner up: Google Nest '
Little Inventions'. Storytelling never goes out of style. With our attention span now clocking in at 8.5 seconds this creative pulled me in all the way through. Similar to "Don't sleep on Sleep" it was beautifully crafted. I thought I knew where it was headed then a really smart turn changed the story. A great example of taking a functional benefit and turning it into a real human connection.
BEST PRINTWinner: Hyundai '
Bear'. I've worked in the automotive category for years and the number of times you have a great idea and then see that it's been done can be soul destroying. This print piece is a fresh take on what can be quite a complicated benefit. The art direction is beautiful the copy minimal the message simple. All very hard to achieve in a single print piece. Bravo to the team, you kept the idea pure.
Runner up: Wildlands '
Child'. I feel like I'm talking a lot about the craft of the executions but I'm a sucker for great art direction and simple ideas. Not only was the team able to integrate the logo for the park but managed to do it in a really intriguing way drawing you in. It's in the print category but this would make great outdoor.
BEST OUTDOOR Winner: Resident Evil / Netflix '
Man Infected with T-Virus'. Netflix has set a very high bar for itself in entertainment. Now that people are getting back to normal activities it's not surprising they wanted to launch an experience that would entertain onlookers and fill consumers social media feeds. They stayed true to their storyline in every detail of execution.
Runner up: Karhu Lickalyzer '
The festival wristband that monitors your drinking'. One may argue that festival goers don't necessarily want to monitor their alcohol intake but if they do this piece is part apple watch part breathalyzer. Wearable tech is continually evolving and this, design meets safety meets beer is an elegant solution that reflects where fashion is going. Now if someone asks you what time it is you really can say it's beer o'clock.
BEST INTERACTIVEWinner: HomeBox '
The Hidden Room - Transformations'. This piece sneaks up on you. Once I realized Home Box was furnishing rooms that no one sees for domestic workers that are often invisible in the very homes they work in, it stood out in this category. The team was able to bring an issue to the forefront, maintain brand relevance and integrity. The trifecta we all aim for in great work.
Runner Up: Liquid Death '
Liquid Death x Bert Kreischer Workout Video'. This piece plays on opposites from beginning to end. They went long format when everyone is going short. They used a personality not known for physical fitness in a workout video, for a brand of water called Liquid Death. I hung in for all 10 minutes. The writing is really fresh. It's hard to tell whether the whole thing was scripted as there are some great adlibs, asides and gaffs to this work. While everyone is on the hunt for content this provided 10 minutes of pure entertainment.
This week's guest judge is Linda Carte, creative director at Fuse Create in Canada.
Linda is an award winning senior creative director with proven expertise in marketing and advertising. She has led multi-layered and multi-disciplined teams in North America and is currently creative director at Toronto-based independent agency FUSE Create. Skilled in brand, digital and experiential creative, Linda is known for fostering strong client relationships and developing high performing teams. She has led brands including VISA, Frito-Lay, Starbucks, Canadian Paralympics, Mercedes-Benz and Kia. Previous agencies have included; BBDO, Lowe Roche, Downtown Partners and J. Walter Thompson. Linda has won awards in every national and international award show, including Cannes Lions, Communication Arts, Clios, D&AD, Effies and The One Show. Linda has been called upon to judge many national and international award shows.
