BEST TV
Favourite: Fiverr '
Nobody Cares - The Musical'. The campaign's message - 'Nobody cares that you used AI, they only care about the results' - is smart, fresh, insightful, and highly relevant to many industries today. The choice to execute this through an entertaining musical, blending memes and generative AI elements, is an excellent craft of storytelling and emotion. The slightly sarcastic tone works well and ties back to the idea that nobody really cares about the process. I love it.
Runner-Up: Chicken Licken Super Slider Mix 4 '
It's the Little Things that Satisfy Us Most'. I'm from Thailand, the land of unique and humorous ads, and I found this ad universally entertaining. The concept of celebrating life's small victories is something everyone can relate to. The casting is fantastic, with a playful and quirky actor who nails the 'loser cowboy' vibe, making it all the more memorable. And it's clever how they connect everyday joy with everyday food, making the ad feel simple yet smart.
BEST PRINT
Favourite: IKEA Thailand '
Flooded Room'. This is a bold and brave campaign that uses print in a simple yet impactful way. It cleverly twists the familiar IKEA catalog style to showcase a flooded room, turning a devastating home situation into an opportunity to help people through challenging times. This kind of messaging positions IKEA as more than just a furniture retailer, it becomes a brand that understands local issues and offers practical, thoughtful solutions.
Runner-Up: Women On Top '
Anti-Stress'. This campaign cleverly links breast cancer awareness with health and stress prevention. What's particularly interesting, in my opinion, is its focus on working women. It's a smart approach that addresses both physical and mental well-being in a relatable way. And with the visual impact, it's eye-catching and memorable.
BEST OUTDOOR 
Favourite: Canadian Down Syndrome Society '
The Friendship'. This campaign goes beyond the Outdoor category, delivering a heartwarming brand action that speaks to inclusivity and human connection. The symbolic use of "ship" from friendship surprised me, representing a shared journey of support. It's both inspiring and memorable.
Runner-Up: Avinor â Oslo Airport '
Don't Leave Norway Behind'. It is a daring and innovative campaign that cleverly targets tourists, turning them into advocates for Norwegian culture. By integrating iconic Norwegian black metal, the campaign encourages travelers to explore and take a piece of Norway home, transforming them into voices for the brand. This bold fusion of fashion, culture, and music creates a memorable and culturally rich airport shopping experience.
BEST INTERACTIVE
Favourite: Art Gallery of Ontario '
Art Rate Monitor'. The campaign's innovative use of heart rate makes art more relatable. By turning the gallery visit into a personalized journey of self-discovery, it offers a thoughtful strategy for healing emotions in today's world. The visual design of the interface is also beautifully crafted, enhancing the overall experience.
Runner-Up: AGEDO '
Proud Beyond Pride'. Without overly relying on technology, this campaign uses interactive billboards to spark real human dialogue in public spaces. It's simple but highly effective in keeping conversations about LGBTQIA+ rights ongoing. The concept of empowering the community year-round, beyond just moments of celebration, is truly powerful.
This week's guest judge is Damisa Ongsiriwattana, co-founder and chief creative officer at SOUR Bangkok, Thailand.
Damisa Ongsiriwattana is the founder of SOUR Bangkok, the first-ever independent agency in Thailand that focuses on the women's market and proactively promotes female creative leadership in the industry. As a veteran creative with over ten years of experience, one of her standout campaigns, "Sabina Braless," enriched cultural humor and won multiple prestigious awards for its bold, fearless approach. Another notable success is "Girl From Nowhere," a Netflix Original Series that topped trending lists in 13 countries and was available in more than 25 languages. One success after another, Damisa's work has consistently proven her to be a formidable creative force, thanks to her vision, market sensibilities, and effective creativity. The industry agrees, as SOUR Bangkok has been awarded Campaign's Southeast Asia Boutique Agency of the Year for six consecutive years (2018â2023), Agency of the Year at AdFest 2021, and was ranked as one of Thailand's Top 3 Best Performance Agencies and No. 7 on Asia's Hot List by The Work 2023.
Before starting her own venture with a pioneering business model, Damisa served as Creative Director at Ogilvy & Mather Thailand and J. Walter Thompson. As the brain behind many insightful campaigns that garnered accolades in international and local award shows, including Cannes Lions, LIA, AdFest, The One Show, Clios, Spikes, and The Nation Thailand Adman Awards. For all her outstanding achievement in creativity and promoting female leadership, she has served as a jury member at The One Show (2024, 2021), Cannes Lions International Festival (2023, 2018, 2014), ADC Awards 2023, London International Awards (LIA) 2022, and many others. Notably, she was a jury member for the Glass Awards at Spikes Asia 2019, honoring work that advances gender equality.
Today, Damisa continues to work at building local brands as well as mentoring next generation talents, making them all shine on the global stage.
