Seen and noted

BEST TV
Winner: Tesco Clubcard '30 Years'. This film is a delightful and entertaining way to celebrate 30 years of the Tesco Clubcard. Rather than focusing solely on a linear narrative, this film taps into a common insight of 'can't be bothered' to enroll in such loyalty programs, which effectively builds up to showcasing the brand's unwavering dedication to rewarding customers throughout the years. The appeal of the film's nostalgic elements, despite being rooted in UK popular culture, I, as a Thai viewer, found surprisingly relatable, which added another layer of enjoyment to this piece.

Runner up: Swiggy 'Swiggy Bolt'. After watching this, the message I received from the film could not be mistaken: it's 'fast and fresh!' The film demonstrates its services through fun, imaginative visuals, making this piece very concise, and memorable, more than enough to get their message across.

BEST PRINT
Winner: Nissan 'Nissan Tight Spaces - basketball shooter'. This week the one that slightly stood out was Nissan Tight Spaces - Basketball Shooter. I appreciated how they sold the 360 Degree View Monitor function without actually showing it, but instead focused on a relatable life moment where people wish they had that feature.

Runner up: 1664 Blanc 'Fashion Week, 2'. A minimalist visual using the iconic bottle, blending in with fashion, is an adequate method to convey its brand partnership with fashion week.

BEST OUTDOOR
Winner: nib 'The billboard that crunches data for medical research'. This campaign, to me, is a testament to the power of innovative thinking, specifically in the concept of repurposing digital billboards to power medical research. It showcases the potential for brands to extend the use of traditional media and create campaigns that have a positive impact on society. This campaign not only triggers people to realize their potential to be part of it, but the brand cleverly blends a tangible contribution to medical advancement right into their communication.

Runner up: Allianz+Women's Aid 'Dead Flower Shop'. I think that the strength of this campaign is how it's engaging men with a crucial message, right where they least expect it. The juxtaposition of a symbol of romance with the harsh reality of gender-based violence powerfully prompts men to reflect on their role in helping to fight against gender-based violence.

BEST INTERACTIVE
Winner: Export Ultra 'Export Ultra Cold Call Back Service'. This campaign is crazily hilarious! The idea of saving beer before it blows up is mind-blowing. It's incredibly easy to engage, and bringing Vanilla Ice on board is absolutely brilliant! I can foresee people engaging with this more than once, just to see what new, quirky reminders he comes up with. This is the amazing solution for New Zealanders to chill-out with their perfectly chill beer.

Runner up: Britannia 'Nature Shapes Britannia | The Pedh Manual'. While many brands talk about sustainability, Britannia acts. They've demonstrated a genuine commitment to nature, not only through their product practices but also through their impactful communication. From billboards that respect existing trees to the open-source manual that encourages industry-wide adoption are precisely the kind of pioneering action the world needs.


This week's guest judge is Pathida (Jern) Akkarajindanon, Executive Creative Director, Wolf BKK, Bangkok.

Pathida began her career as a copywriter in 2010 and has worked at leading agencies such as TBWA Thailand, BBDO Bangkok, J. Walter Thompson Shanghai, The Leo Burnett Group Thailand. She is currently the Executive Creative Director at Wolf BKK.

With 14 years of experience, she has led creative work for brands like KFC, Central Department Stores, The Tourism Authority of Thailand, Bank of Ayudhaya, Mondelez International Thailand, Oriental Princess, and many more.

Her creative work has been widely recognized both locally and internationally. Her achievements include multiple Gold awards from Clio, the New York Festivals Advertising Awards, Epica Awards, Spikes Asia, and Adfest. She has also won medals at prestigious competitions such as Cannes Lions, D&AD, One Show, and MAD Stars. Most recently, she reached a new milestone by winning the Grand LIA in 2024.

Recognized for her leadership, she was named one of the top 100 leaders of the year by Creativepool Annual 2024.

Besides, she actively contributes to the industry as a juror, serving on panels for Cannes Lions, LIA, WINA, One Asia Awards, Adfest, and the Meta Reels Impact Awards. She has also been selected as a judge for the upcoming One Show 2025 and Gerety Awards 2025. Furthermore, she is dedicated to mentoring the next generation of creatives in Thailand through various workshops and industry programs.