Seen and noted

BEST TV
Winner: Sandy Hook Promise 'Just Joking'. Sandy Hook Promise became a staple - unfortunately - over the past few years on the issue of school shootings. This piece is yet another stark example of how awareness can be raised in innovative ways in order to spark conversations and prevent future events.

Runner-up: Ikea 'Life is not an Ikea Catalogue'. There's something beautiful about the simplicity of this piece. Brave enough to show someone getting sick, but that's not (just) it; it's the proposition that "Life is not an Ikea Catalogue", being self-aware of its own products and role in people's minds. I'm looking forward to seeing more takes from this series.

BEST PRINT
Winner: Breast Cancer Awareness Month 'The Renaissance of Hope'. A subtle change to the most famous painting in the world was enough for me to think about whether if Mona Lisa is indeed examining her breast or not (googled it, she isn't). It doesn't matter, the job is done.

Runner-up: Foundation Escape 'Dolphin'. A topical piece, playing a trick on AI generated images, on a subject matter that’s still a sad reality. Made me aware of it and, most importantly, even more sympathetic for the cause.

BEST OUTDOOR
Winner: Shift 20 Initiative 'Braille OOH'. More than the idea itself - at some point I asked myself "But how do blind people know that they have to read a bus stop ad?" - it's how inclusive advertising can (and should!) become. It's great that JCDecaux developed this initiative with Shift 20, in order to have a better, more inclusive role in society.

Runner-up: West Australian Ballet 'Art Takes Stage'. A simple device - even if slightly seen before - that does the job. Sometimes, there's nothing wrong in revisiting some old tricks in order to get your message across.

BEST INTERACTIVE
Winner: KFC 'The Recipe Run'. It's KFC, it's gaming, it's Zelda. What else can you ask for? Ownable, fun, and most importantly, a great example that - coincidence or not - brands can and should have a massive role in promoting other sectors (entertainment here at large), when it's aligned with its target audience. Loved this!

Runner-up: Veolia 'Pulse of Nature'. An in-depth analysis of Mother Nature using data provided by... Mother Nature itself. A great example on how data can be use creatively to get a point across in a way that's both meaningful, useful and impactful.

BEST RADIO
Winner: Forty Winks 'Meet the Unswept'. Relatable, funny and informational. It's like a 3 in 1 of a radio ad, reminding us all that this is still a medium that can tell a good story.

Runner-up: The Improv 'Shoulda Been There'. I wish the joke told here was stronger - even if half-baked -, but I guess the point is that a joke is always better told by the professionals. "Shoulda been there" is a killer proposition, and I hope they have more in this series.




This week's guest judge is Frederico Roberto, executive creative director at TBWARAAD, Dubai.

Frederico's creative journey began 20 years ago in Portugal , working for commercial and social causes advertising for the different global markets likes EMEA, LATAM and APAC. Samsung, HP, Fox International Channels, the NBA, the International Olympic Comittee, KFC, Nissan, Xbox, Colgate, Virgin Active, Bentley Motors, DIAGEO, Nescafe, and BP are some of the clients he has worked for, as well as the Amnesty International, RSPCC and Unicef. Until recently he was the Global Creative Director at the U-Studios, OLIVER's inhouse global agency at Unilever, working for all of its 300+ global brands. He's now the Executive Creative Director at TBWARAAD in Dubai. Frederico has won more than 50 international awards including Cannes Lions, the South American El Ojo, the Lovie Awards and the UK's DADIs and BIMAs Awards and has been judging various prestigious international festivals such as Cannes Lions, Dubai Lynx, D&AD and the New York Festival.