Seen and noted

BEST TV
So of course I'm supposed to vote for the Meta film right? It's an epic, inspirational story. Meticulously recreated, crafted to within an inch of its life and ignited by a powerful VO. But is it just me that wants team Amani to ride the Tour de France in the end rather than cycle their way through the metaverse? I would love to see the other stories the creative team had that play into the endline.

So for today the yellow jersey instead goes to a beer 'commercial' for Heaps Normal that includes people ordering cocktails (you'd almost never get that past a German beer client), a handful of baby poop, and dressed up dogs. I really like the insistent ignorance of the conventional beer advertising wisdom I've been force fed over the last 2 years. But then our antipodean cousins always did know how to make a beer commercial.

Special mention to the team at Wieden for making a good run at what I would argue is a pointless product benefit for Samsung.

BEST PRINT
In Print Cadbury Twirl stands out for me. Kudos to the teamwork between creative and media agency partners. We all know how difficult it can be to keep things simple in these situations.
And talking of media, the Consent Labs idea is great. But not sure why it's in the print pile. For that reason the runner up is Domino's Pizza for creating a simple, direct, classic print execution.

BEST OUTDOOR
I wish the World Media Fashion First idea film had told us more as the idea sounds really nice in the text description. But it has still got enough to get my vote as best outdoor.
More Australian humour gets the Netflix outdoor the runner up prize.

BEST INTERACTIVE
Dysfunctional links, language barriers or unclear idea descriptions made interactive, well, not very interactive this week. So even though I miss an actual idea (despite a nice line), my winner would be JED foundation's Seize the Awkward for scale and intention alone.

Honourable mention to Ikea for recognising that those of us over 45 are not just sitting around watching television. Could have been a winner if I could work out what the Facebook activity was. Let me know on LinkedIn or something if you worked it out.




This week's guest judge is Mark Hendy, freelance creative director, Berlin.

Mark has spent the last 20+ years creating ideas in London, New York, Milan, Vienna, Dubai and Berlin. His work has been awarded at all the major festivals from Cannes to Clios, D&AD to ADC and even made it into the Guinness book of world records.

He was Executive creative director at Grey in Germany between 2010 and 2018, the most creative period in the agency's 102 year history. After a stint at VCCP in Berlin, working on Spotify, Zalando and TikTok.