Seen and noted

BEST TV
Winner: Amazon Prime 'A Girls' Letter to the Future'. In this category I was looking for something that wasn't just a film but that could be imagined as a whole campaign, that could lead to more media. This campaign, in addition to communicating the problem and the idea well, could work in outdoor or digital. You could have the girls to sign letters, etc. I like the route that the idea can have.

Runner up: Clash Of Clans 'Clash From The Past: The Untold Story'. At one point when I played the video and I saw that it lasted more than 20 minutes long, in my mind I said "This is going to be eternal" but as it went by, I got more into the story, since I'm not that much of a fan of video games, I think they managed to find a fun and interesting side that people will want to see, in addition to being a different format than the typical film, I think their thinking went further.

BEST PRINT
Winner: Virtu CBD Oil 'Zero THC-JIM'. I think that what I found interesting about the campaign is the product and the fun way that gave it the plus. I think that in this category what I tried to qualify was the fun in the group when they came up with the idea. In the smile when they thought about it and the fear when they presented the idea to the customer and telling them they wanted to talk about the product being marijuana-free. I hope they continue to have fun with the ideas.

Runner up: Lidl 'Flightless'. With this ad I think they were surely having fun talking about the idea and telling it to the client. I think that in the art direction they lacked a bit so that it didn't feel so common, but I applaud giving it the turn to the brief.

BEST OUTDOOR
Winner: Heineken Silver 'Heinekicks'. For me this is the best idea of the whole week, I recently saw it on my LinkedIn and it is one of those ideas that makes me a little envious. The brand, the design, the simplicity of the idea, I loved it. The only thing I can say is that it is the best of the whole week and I am glad to see this type of idea and to be able to have a smile thinking what to comment about it, at the end it is just... congratulations.

Runner up: TimeOut Mexico '#WithTheLabelsNo'. I also saw this idea recently on my LinkedIn and it seemed very intelligent to me, especially knowing how colorful and how important the culture of design and art is in the country. It is one of those ideas that does not sound or smell like creativity. I liked the "hacking" but also the art was beautiful, very nice work.

BEST INTERACTIVE
Winner: United Airlines 'Skip The Line'. The idea seemed simple to me and the script has its funny moments, I think I've seen the execution a lot. IKEA did it and won in Cannes a while ago, but it's the ideas that show how a medium that is still used, can remain fun and different. I hope the KPIs of the campaign have been incredible and they continue doing things like this.

Runner up: Jagermeister 'Home Bar Promo'. With this idea I had my loves and heartbreaks. I think the idea of the bar guard being the one to let people into the promo is very funny, but the execution disappointed me a lot. It felt poor, but the idea is very good, I think the idea was too small for the execution. I hope it was one of the ideas that the client did not put a budget and the agency wanted to fight it to make it, hopefully the next idea will be better.




This week's guest judge is Lupas Celis, executive creative director at ParadaisDDB Ecuador.

Andres Celis, more known as Lupas for its 9 and 8.5 myopia in each eye. He is Colombian and a fan of Atletico Bucaramanga, the only club without stars in its history, but still loyal to his team. This fan has worked for the biggest agencies in Colombia such as MullenLowe, McCann, Y&R, Sancho BBDO, Ogilvy, Leo Burnett and in 2017 he set foot on Ecuadorian land to work for three and a half years in this territory. In this country, he founded The Pub School, the first creative school in the country, an enterprise that was chosen as the best new entrepreneurial business of 2020 and third best small business in 2021, in addition to being chosen by TopFice as the best school of 2021. smoke shop

Lupas has received more than 100 international awards, including Cannes Lions, D&AD, One Show, Clio, London Festival, Webby, EFFIE, FIAP, El Sol, and El Ojo de Iberoamerica.

He was the general creative director who brought the second Gran Ojo de Iberoamerica to Ecuador and in 2021 he was chosen as Best Creative of that country.

Also with The Pub School he got the first ADC for the country and the first Yellow Pencil for Ecuador.

He is currently an ECD at ParadaisDDB Ecuador.