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Seen and noted

Guest Judge: Ricardo Tramontini, AD, Memac Ogilvy, Riyadh

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    February 06, 2023 14:56 (Edited: February 17, 2023 05:19)
Winner: CANAL+ 'Papa'. Tough to select one best TV commercial among the 6 but this one really made me smile. In addition to being very well produced, it has a pretty clever ending. It made me think it was going towards one direction and then it went to another. Also very well produced. Congrats guys.

Runner up: Royal Foundation Centre for Early Childhood 'Shaping Us'. This one has the most crafted execution in my opinion. All of 6 are well produced but this one stands out. And it's interesting how they made the shaping us thing very literal.

Winner: Apple Sport Chevrolet 'Tattoo'. Pretty well executed CGI and sort of a clever idea. I just think it needs a more crafted lettering for the headline. But besides that it drags attention as soon as you look at it.

Runner up: Rock & Folk 'The power of metal - Led Zeppelin'. I like the idea of making routine as big as the music you're listening to. The copy is awesome as well. The only thing I would like to see done differently is the art direction. It could be better explored.

Winner: Reporters Without Borders Sweden 'The Self Censoring Ad'. It's bold and it has a nice solution with the CO2 ink thing. I don't know how popular newspapers are in Sweden but I guess it's not too different from Brasil, where it is being read less and less. But anyway, as this idea is so powerful, it may bring public awareness to it, right? I like the motive and the execution.

Runner up: Netflix 'Escape Borderland'. Nice to bring this parallel between escaping the city in the TV show and escaping the Manila Commute. It's a fresh idea because of its gamification I guess. And the results are quite impressive as well.

Winner: Vanish '#ReSkinChallenge'. This for sure was the hardest category to choose the winner. This Vanish ad grabbed my attention because it brings awareness to this fast fashion problem, that is not usually debated in advertising. A nice solution to use skins as idea, just as the streamers' clothes. Pretty nice.

Runner Up: Child Focus 'OK Groomer'. Nice to place the solution exactly where the problem happens. And in my opinion it's very functional as kids learn a lot when they're having fun. Also, talking directly to kids seems more effective than to their parents. Liked it.
This week's guest judge is Ricardo Tramontini, creative art director at Memac Ogilvy, Riyadh, Saudi Arabia.

Ricardo, originally from Curitiba, Brasil has been selected 10 times in Luerzer's Archive and is currently in the Top 10 Art Director of all time ranking on BestAds. Ricardo has also had two posters selected for a permanent exhibition at Poster House Museum in New York, and more than 30 awards in Brasil.

But what Ricardo is most proud of is the fact that he's launched two rap albums, "even if they were a completely flop," he says.

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