BEST TV
Winner: Tile by Life360 "
Coffin". Humor is back, and Life360 deserves praise for choosing comedy to launch this new product instead of going with a more predictable narrative. Don't miss the other two spots in the campaign: they're genuinely funny. Definitely best work of the week.
Runner-Up: Mandaue Foam Home Store "
Money Hays". What stands out here is the clever way Mandaue Foam Home Store shows off its wide range of products. It fits perfectly into an engaging and well-told story. Nicely done.
BEST INTERACTIVE
Winner: Craft Sportswear "
Stoplights into Discount". A digital innovation that starts with a clear insight and turns into a very creative way to close a sale. It's one of those ideas that stands out because it has it all: creativity, common sense, and a clear business objective.
Runner-Up: Coors Light "
Coors Light, Coors Light". They didn't miss a beat and moved fast - no surprise that this is a Droga5 work.
BEST OUTDOOR 
Winner: PSA "
Dump Trump". This idea finds its power in the simplicity of the message, amplified at just the right moment to go viral.
Runner-Up: Barilla "
Togetherness Tickets". They aligned a product sampling with the brand's purpose. Sometimes, these kinds of actions are what you need to reconnect with the consumer.
BEST PRINT
Honestly, the level of ads in this category wasn't great this week. Out of everything I judged, only one ad could stand out. Winner: Tooletries "
Shower Shaving Horror". They made good use of the Halloween season to promote the product, though the result feels more like a quick hit than a strong representation of the brand.
This week's guest judge is Pablo Naval, executive creative director, Havas HOY, Mexico City.
Pablo is a Colombian creative copywriter and, since September 2023, the executive creative director of Havas HOY in Mexico City.
With over 20 years of experience, Pablo has worked in creative departments at agencies such as McCann, Ogilvy, BBDO, Publicis, MullenLowe, and Archer Troy across Colombia, Ecuador, and Mexico. He has contributed to global brands like Amazon Prime Video, Warner Bros, Activision, PETA, Nescafe, MAGGI, Nido, Cinemark, LATAM Airlines, Mastercard, L'Oreal, Movistar, among others, always striving to elevate the creative reputation of the agencies he's been a part of.
As executive creative director at Havas HOY, he leads the creative teams working with clients such as Volaris, IKEA, Vanish, Air Wick, Harpic, H-E-B, PUMA, Crayola, and collaborates on significant regional projects.
His work has been recognized by D&AD, Clio Awards, El Ojo de Iberoamerica, FIAP, Wave Festival, Circulo de Oro, Lux Awards, IAB Mixx (Colombia and Mexico), and the Effie Awards (Colombia, Ecuador, and LATAM), including a Grand Prix at Clio Entertainment in 2023.
