BEST TVWinner: Cadbury Dairy Milk Fingers '
Sign With Fingers Big & Small'. Love this sweet little idea. The execution is interesting, and by asking people to learn to sign, it ties strongly with the concept and gives "the fingers" a more meaningful role.
Runner-up: Thai Health Promotion Foundation '
The Experimental'. I always enjoy humorous Thai ads. They never fail to leave me with a joyful feeling. Just curious whether its quirkiness can deliver the heart of the message so that it truly hits the target audience.
BEST PRINTWinner: Steinlager '
Win or lose'. Simple, powerful, and touching. It's not just for fans, it's a message for the team as well. I'm not a fan of rugby but this is an effective reminder that no matter the ups and downs, we'll stick together, the fans, the team, and the beer.
Runner-up: Viva '
Sheep Are Lions Too'. Visually striking with an interesting way in.
BEST OUTDOOR Winner: Royal Mail '
Delivering with Pride 2'. It's traditional but impressive, and a clever use of the original range of stamps to create a unique execution for the brand. The message is well received.
Runner-up: German Cancer Aid '
Sun Warning Flag'. Another clever flag idea. Great media placement, effective idea. I believe this can create an impact by raising awareness. Advertising-wise it works. Makes me recall the refugee nation flag years ago.
BEST INTERACTIVEWinner: Matilda Bay Aussie Wheat Ale '
Matilda Bay Non-Rapid Taste Test'. Love the idea. It's timely, smart, and fun. While we're all invested in the metaverse and virtual reality, I still appreciate something real like a good old fashioned product demo that can create real interaction and activate audiences.
Runner-up: Royal Air Force '
Mission Accepted'. I like how they use technology to reproduce such a visceral experience. I believe it could be even more impactful if experienced with VR glasses.
This week's guest judge is Alfred Wong, executive creative director, TBWA Media Arts Lab, Shanghai.
Alfred is the executive creative director at TBWA Media Arts Lab Shanghai, Apple's bespoke agency, where he was brought on board to raise the creative bar to world class and craft impactful work to influence culture in China.
His 2021 Shot on iPhone film "Nian" received unprecedented global attention including the award for Best Short Film at Tribeca X, Best in Show for Adweek's Brand Storytelling Awards, a feature in Variety Magazine, and a tweet from Oscar-winning filmmaker Barry Jenkins: "As beautiful a fable as these eyes ever did see."
His most recent campaign "The Comeback" would do it all again, taking home another win from Tribeca X and a Gold at Cannes Lions.
Growing up in Leo Burnett Hong Kong, he would eventually earn the role of executive creative director. Under his leadership, the office was ranked one of the top 3 in Hong Kong for 3 consecutive years. He then landed in Shanghai where he served as CCO at ADK, transforming the agency with integrated thinking and elevating the creative standard.
Alfred credits his belief that creativity should have no boundaries, demonstrated through his wide body of award-winning work across digital, print, and film categories at D&AD, One Show, Clio, Andy Awards, ADC, London International Awards, AICP, Spikes Asia, AdFest, and EFFIE. Backed by more than 200 trophies, including back-to-back Gold Cannes Lions, he was ranked the #2 Creative Director in Asia.
