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Seen and noted

Guest Judge: Pancho González, co-founder/CCO, Inbrax, Chile

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    February 27, 2024 15:32 (Edited: February 28, 2024 02:32)
Favorite: Magnum 'Find Your Summer' by LOLA MullenLowe Madrid. This spot stands apart from the rest, the art direction is a work of art. It generates a very surprising narrative around sunlight, this narrative closes at the end of the piece with the tag line "Find your summer" and the Magnum brand stayed in my head. The edition positions the intimacy of a summer moment and at the same time the pleasure of satiating it with a Magnum ice cream. Each frame is a Magnum image, it is a poster in itself. Congratulations to Juan Cabral's team.

Runner up: Dunkin' 'The DunKings'. While it's not my favorite, I love the humor that Dunkin Donuts' in house agency worked on, and with that level of cast the result is a spot that is sure to break the commercials. I like the aesthetics, although it's not a work of art like Magnum's, it does present a very raw code like the 90's TV.

Favorite: Hyundai 'Trained in Vegas' by Jung von Matt Spree. Autonomous driving is a reality and if a driverless car is tested in Las Vegas is because anything can happen in that city and the image clearly makes that message very clear. I like the visual solution, very real, very urban and at the same time with the technological codes of driverless driving.

Runner up: Kintab Tooth Tablets 'Clean The Ocean with your Toothbrush' by BBDO Guerrero. I do not see a contender that is at the same level of the previous ad, however as a runner up I highlight the print made by BBDO Guerrero for Kintab Tooth Tablets, I highlight two aspects, first because I did not know that this type of product existed, I feel it is a great idea to continue cleaning our oceans and the second thing I value is the visual simplicity of a print that can work in any medium.

Favorite: Lay's 'Chip Cam with David Beckham & Thierry Henry' via Slap Global. It is the typical guerilla marketing action in a sports match but with the twist or the use of two figures such as David Beckham and Thierry Henry who unexpectedly reward a spectator for having a few Lay's. Simple, scalable, super commercial.

Runner up: The Joy Smith Foundation 'Trafficking Signs' by Diamond Toronto. Another guerilla action to raise awareness of the signs and consequences of traffic among young people, and it does so in a very ad hoc environment, when these young people are getting their driver's license. The only thing that bothers me is that to impact a large audience you have to do many activations of this type, even if this one is amplified in digital, it is much more powerful when young people live it in first person and through a real case linked to traffic.

Favorite: Gotcha4Life 'The Mental Fitness Gym' by ScienceFiction. Mental health problems have increased in recent times globally and are a focus of government concern. What I value most about this idea is that mental health can also stay in shape and, like sports health, requires exercise, training, a trainer, in short "The Mental Fitness Gym", a very easy online platform to use and with mental training plans.

Runner up: Corona 'Rent Your Sunset' by Fahrenheit DDB Lima. Sunsets are a brand asset for Corona beer and this activation with Airbnb refreshes the creative use of this platform and also rewards its loyal consumers for renting their sunsets. Good Peruvian work. Congrats.

Favorite: Chill 'Resolutions' by Enrique Philippines. I didn't hear anything new among all the radio entries this week, however, without having to recognize the best, I lean towards this good use of the jingle. Good script, good production and good direction.

No runner up! II.jpg
This week's guest judge is Pancho Gonzalez, co-founder and chief creative officer at Inbrax, Santiago, Chile.

Pancho Gonzalez studied advertising at the Universidad de Santiago in Chile and is MBA at the Berlin School in Steinbeis University, Germany. Currently is chief creative officer at Inbrax Chile; board member and VP at IAB Chile; Marketing Circle Member at Icare and Past Board Member in Achap (Chilean Ad Association).

He has been juror at: Cannes (2007-2021), Clio Awards, D&AD, One Show, The New York Festivals, Art Director's Club, LIAA, ANDYs, Dubai Lynx, Caples, Global Best of Best Effie, Webbys Awards, Ad Stars, PIAF Awards, Grand Jury at Cresta, FIAP, FICE, Effie Awards, Mobius, Echo Awards, Golden Awards of Montreaux, Cristal Festival, AdForum, El Ojo de Iberoamerica and Achap (Chile), among many others; he has chaired the jury of AME Awards, The Drum and WINA. He has been speaker in Costa Rica, Brazil, Argentina, Russia, Mexico, Germany, Sri-Lanka, Guatemala, United States, Japan, Mexico, South Korea, Sri Lanka, Czech Republic, Sri Lanka, Peru and Chile.

More than 250 national and international recognitions (Cannes, ADC's, LIA, One Show, New York Festivals, FIAP, Ojo de Iberoamerica, Effie, Grand Effie, Webby Awards, Echo Latam, Grand Prix FICE, The Drum, Caples Awards, AME Awards, Young Guns, Epica Awards, Cristal Festival, Creativity, Cresta Awards, Graphis, PHNX AdForum, Eagle, AdStar, IAB Mixx Awards, WINA Awards, Achap, Archive, The Indie Summit Awards, Creativepool, Fepi, Eagle Awards, Summit Creative Awards (Best of show), A'Design Awards, Never Zapping Festival). Top 25 Worldwide CCO and Worldwide Top 100 Influencer by Creativepool 2017-18-21-22, London; Top One Creative Director, Top 10 ECD and Top 10 Creative Agency at 2017 & 2021; Top one worldwide CCO jury at TheNextGag 2017; nominated MKTG BEST 2018-21-22 as chief creative director in Chile; Chilean top 1 copywriter of the decade and Chilean top 2 agency of the decade, both at Luerzer's Archive; Agency of The Year at WINA Festival 2020-22; Digital Agency of The Year and Indie Agency of The Year at TopFICE 2020-22; Top 10 Crema Ranking 2014 & 2020 by Adlatina. Among the 40 Over Forty 2020 list.

Mentor at Accion Emprendedora; Female Foundry; Mentor at Red de Mentores; MBA Professor at Miami Ad School and Universidad de Santiago de Chile; Presenter at IAB Chile Seminar "New Normal Digital"; CRECHI (Chilean Congress for Creativity); Host of podcast #IABDigitalTalks; Coach at LIASON 2021/22 and D&AD 2021/22.

Throughout his career he had worked for local and global brands and is happily married and partnered with Carolina whom he has a son called Caetano.

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