Is it distinctive? Will people give a s**t? Does it make me slightly nervous? These are the things we look for in ideas. And there are some great examples of those things here.
BEST TVWinner: Burger King '
We Give up' by BBH London. Spoiler alert: This brilliant and distinctive campaign for Burger King highlights just how much effort they have put into promoting the Whopper over the years, to actually sell the Chicken Royale. Breaks all the category codes, but creates new memory structures in the process. Maybe the next time you're on autopilot, you'll order the Royale instead.
Runner Up: Cadbury '
Speaker Phone' by VCCP London. Brilliant next instalment of "a glass-and-a-half". Stripped back to pure emotion. Perfectly timed around Father's Day.
BEST PRINTWinner: Biosol '
Lounge' by Ogilvy Jakarta. Like a scene from Stranger Things, this brilliantly simple campaign shows how germs spread.
Runner up: Memac Ogilvy '
World Environment Day' by Ogilvy Bahrain. It won't be the first campaign using AI that we see this year. But I like the simplicity of this one. Using generative AI to make real change by removing plastic.
BEST OUTDOOR Winner: Pepsi Max '
Tastes Better Takeover' by Special Australia. On International Burger Day, this cheeky ad didn't just hijack one brand, but all of them, inviting Australians to rethink their drink choices when they're on autopilot. Brutally simple. We like that.
Runner Up: Netflix Black Knight '
Oxygen Tank Pillars' by GIGIL. Using polluted air in Manila as the backdrop, this campaign for Black Knight turned train pillars into oxygen tanks to bring the new series to life. Great use of location to talk about a new dystopian series.
BEST INTERACTIVEWinner: Hell Pizza '
Hell Afterlife Pay' by Yarn. Buy-now-pay-later schemes are under a bit of heat, but this brilliant PR-able idea for Hell Pizza invited people to pay for it in their afterlife, asking them to take out a signed codicil to their will on social media. Love the brilliant and irreverent way it gets people's attention. As for those people who never intend to pay? Maybe they'll go to hell.
Runner Up: The American Society of Clinical Oncology '
The Most Beautiful Sound' by WPP. Until now cancer can be seen, but not heard. But now thanks to brilliant technology those people going through rounds of treatment can hear the impact chemotherapy has on cancer cells through sound. Incredibly moving for those living with fear, offering hope and a new experience for those going through treatment.
This week's guest judge is Guy Bradbury, creative partner at M&C Saatchi, London.
Guy is a creative leader with over 20 years' experience in building highly award-winning teams. Throughout his career he has been group creative director and executive creative director at some of the world's most successful agencies, helping both DDB London and Saatchi & Saatchi win 'Most awarded agency in the world' for creativity and effectiveness. He started his own creative agency Atomic London which won numerous awards, before being hired as M&C Saatchi London's first creative partner, to help supercharge creativity.
