Seen and noted

BEST TV
Winner: Made By Dyslexia 'Learn Dyslexia'. A simple approach to a complex topic. Well executed with daily items, good pace and a track that punctuates the message neatly. The narration by Jeremy Irons gives it an important layer of wisdom and makes the conclusion stronger. Dyslexic Thinking is a beautiful idea in so many unconventional ways.

Runner up: Manor 'Cosmic Christmas'. Christmas gifting can be hard. In this charming story a couple takes their efforts to ridiculous fun levels. The casting and the fine humor in the directing are on point to take us along and deliver an unexpected rewarding ending. Finally, the song really expresses the character's motivations in celebratory way.

BEST PRINT
Winner: Frisa 'Meanwhile, Frisa sausage'. A simple smart approach with a relevant insight makes this print ad for Frisa sausages stand out. The title shares in a fun way a situation we've all been through, and gives the solution to the problem at the same time. Boldness and discretion combined elegantly.

Runner up: FoodCloud 'Banana Hand'. Visual metaphors are hard to do well but this one for FoodCloud is born out of a happy visual coincidence. By combining a universal gesture with the main topic of the message it makes for immediate understanding. The clear title asks for donations with a good reason supporting it.

BEST OUTDOOR
Winner: Hendrick's Gin 'Scottish Marine Botanicals'. Building a message from the brand's history is always a good start. And building a bar underwater is no mean feat. For all Hendrick's lovers, the celebration of a special edition with the offering of a gin-tonic with sharks and mermaids is bound to be a refreshing experience.

Runner up: Re-born To Be Alive 'Sign Up Before You Die'. Using Halloween to bring awareness to organ donation is a twisted fun approach to a serious matter. Death is always a complex topic but the nature of the season and the mood of the audience allow for the subject to get attention and hopefully supported. Sometimes taboos are better approached with light-hearted solutions.

BEST INTERACTIVE
Winner: Tourism New Zealand 'If You Seek - Kina - Mobile Experience'. Making someone experience a delicacy, a journey or a dive with dolphins virtually is always optimistic. But with great UI/UX, solid production and rich storylines, this mobile initiative for New Zealand Tourism manages to intrigue the audience to discover more of the country for real.

Runner up: Fonzies 'Devastated'. For Italy not to be on the world cup is unheard of. And for Italian fans to be supporting any other football team that is not their own country is simply not imaginable. This activation for Fonzies is as random as delicious.

BEST RADIO
Winner: Kindness Factory 'Hand Off Horn'. Kindness should have more public call announcements. In this straightforward audio story listeners are invited to be kinder in traffic and log on their achievements. The official tone of the execution and the random nuggets seeded in the story give it a perfect twist easy to remember.

Runner up: OfficeHQ 'Always Get Through'. This spot might work best on a second time. What sounds like a normal advertising for different services turns out to be based on times that no one is bound to answer a call. The simplicity and the casualness of the execution make it seem a very easy solution to a complex problem.




This week's guest judge is Ricardo Adolfo, executive creative director at TBWA Media Arts Lab, leading the creative work for Apple from Korea and Japan.

Ricardo has lived in Tokyo for the past ten years and has seen his work recognized at Cannes, D&AD, The One Show, Spikes and AdStars amongst others. Previously he was based in Amsterdam, where he worked at Wieden+Kennedy, DDB and 180, on brands such as Nike, Unilever, Philips and Adidas.

Ricardo has long fused his love of movies and storytelling with amazing creative work that is steeped in culture and business-impacting. He is the author of novels, short stories and children's books that have been translated across South America, Asia and Europe. He has also worked on scripts for TV and cinema, including for Saint George (official selection at the Venice Film Festival - Horizons 2016), Great Yarmouth (official selection at the Saint Sebastian Film Festival 2022), as well as cult series Sara (winner of Best Series, Portuguese Academy 2019).

Ricardo is happiest when re-energizing and internationalizing creative departments to create world-class work from anywhere. And he continues to write fiction (in Portuguese) with a new book coming out in 2023.