BEST TVWinner: Macpac '
This is a bit precarious'. This one made me smile! An extremely simple idea, based on a hilariously awkward situation - a bit like a classic Monty Python sketch. A fresh take on the classic 'tough fabric' tropes. A lovely way to sell some relatively boring product benefits (sorry MacPac!). Cleverly filmed and en-pointe comic timing and performance. A hard thing to get right, but when it is, it's a thing of beauty!
Runner up: Icelandair '
Easy To Stop, Hard To Leave'. I love how this piece of work cleverly uses dry humour to show-off the beauty of Iceland without mentioning that's what they're selling... at all. In the saturated travel market, it really stands out with its quirky tone and storytelling. I've always wanted to visit Iceland, and now that I know the locals will have my back if I'm going to miss my flight (which is often), that's even more enticing.
BEST PRINTNo winner or runner up this week.
BEST OUTDOOR Winner: ANJ '
T'as vu, t'as perdu (You've seen, you've lost)'. Infiltrating street culture to fight sports betting - smart. Seeding a serious message via the lyrics of a famous mystery rapper in an alluring metal mask - compelling. I really like how this campaign navigated their legal restraints to make this anti-gambling message memorable.
No runner-up.
BEST INTERACTIVEWinner: Department Ministry of Foreign Affairs of the Kingdom of the Netherlands '
The drop store'. An intriguing concept that truly drew me in. I love how this idea helps us to connect the world we live in today with the potential reality we may live in tomorrow. Seeing items such as 'cheese cubes' selling for over $100 is unnerving - as is an inflatable couch for a cool 8 grand. It's the 'supermarket' we hope we'll never have to shop at - but to browse in it is oh, so, compelling.
Runner-up: Just a Drop '
Walk to the well'. If you're going to scroll the equivalent of 2kms of content a day, then why not use your thumbs for good? This digital 'real world' experience encourages us to try to understand the realities of life when you don't have access to clean water. A powerful take on a twitter feed takeover.
This week's guest judge is Frances Cooke, creative director at VMLY&R London.
Frances is creative director at VMLY&R in London, where she channels creativity to help change lives for the better. Having recently left New Zealand for the UK, she's now driving meaningful change across VMLY&R's client portfolio and their behaviour change initiatives.
After tackling some of NZ's trickiest problems, her work has become ingrained in Kiwi culture, and been shared across the world. From turning seatbelt wounds into marks of pride with 'Belted Survivors'. To uncovering the prevalence of drug-driving harm with 'The Unsaid'. Developing tools to fight racism with 'Give Nothing to Racism' and 'Voice of Racism', and creating 'The world's best COVID-19 response' - Bloomberg.
Over her decade-long career, she has consistently ranked as one of New Zealand's top creatives, with her work being recognised for both creativity and effectiveness globally, including D&AD, Cannes Lions, New York Festivals, Spikes Asia, Lurzer's Archive, Clio Awards, The Webby Awards and Global Effies.
