BEST TV1st place: KFC Thailand '
Uncle KFC's Rice Bowls'. An ad about a couple deciding what to eat for dinner, taken to a strange, strange place. It's so imaginative in the most unexpected way, combining surreal twists/turns with relatable dialogue and familiar relationship dynamics. If a nearly 6 minute ad with subtitles can keep someone from halfway around the world engaged, it has more than done its job.
Runner up: Kraft Heinz / Marvel Studios Partnerships '
Deadpool & Wolverine Can't Unsee It'. I don't know if this was an actual fan thing that Rethink capitalised on or whether they made it up, but I kind of don't care because it works. Reducing superhero duos to ketchup and mustard is just fun, and as the ad says, once you see it, you really can't unsee it.
BEST PRINT1st place: Burger King '
Crispy Chicken For'. It's tough to find new ways of saying "we make affordable food." This one does it simply and memorably; by associating any spare change you have with the sandwich you could buy with it. The keys beside it are a nice touch. I like that the ad doesn't explain itself too much either-just three words and the image. It demands just the right amount of thinking for a print ad.
Runner up: Walkers '
No Walkers, No Game'. I haven't lived in London for very long, but you don't have to be a Brit to know just how important football is here. I've never seen anything like it. And while it's not the first time I've seen the whole "make a flag/symbol out of our product" thing, given the brand's platform, it's a great way to match that particular Euros moment.
BEST OUTDOOR 1st place: SKODA '
Roads for all'. I love this so much. Super smart and insightful. I also love that a car brand is behind it. Maybe it's because I've spent so much time sitting cross-legged with my friends' children playing on mats exactly like this, but it feels like nice way to talk to kids about how we share (or fail to share) the road with our two-wheeled friends.
Runner up: Telstra '
Four Bars'. More bars allow you to do more things, done really simply. Hard to argue with that.
BEST INTERACTIVE1st place: EasyToys '
The Clitoris Conquest'. I mean, how can you not give this one first place? Also, how is a mountain called that? And how can the scaling of said mountain be such an absolute perfect metaphor? I called my mother about this one to tell her this was the industry I was in. She was uncomfortable. It was the best. In all seriousness though, ideas like this get presented half-jokingly all the time and they never get made, so props to Officer&Gentleman for going for it.
Runner up: Unicef '
Press Here Now'. This is a perfect example of how a cultural fact or insight can also be the big idea. The fact that "press/click here" also means "vaccine here" is half the battle - the rest is just an execution that gets out of it's way. So many "do-good" advertising ideas don't actually do any quantifiable good. It's nice to see one that did.
This week's guest judge is Julie Matheny, group creative director at TBWA Media Arts Lab, UK, Apple's bespoke agency.
She joined MAL in late 2023 and leads a team based in London and responsible for creative across the European region, including the UK, France and Germany.
Hailing from New Jersey, Julie honed her craft, earning a master's degree in advertising from VCU Brandcenter. Her career journey encompasses stints at renowned agencies, including Droga5, where she worked with clients such as Mailchimp, The New York Times and Google. She's also worked client side at Away, helping to build their internal creative team.
Prior to her current role, Julie made significant contributions at Mother London, where she led campaigns for brands such as Uber Eats. Her talent has garnered industry acclaim, evidenced by an array of accolades including multiple Cannes Lions, One Show Pencils, Clios, Effies and D&ADs.
