BEST TVThis category was definitely a bit weirder than I expected on a Monday evening. Sugar hating cupids, a Wipeout-esque floating inflatable star, parents in birthday suits...of all the oddities, I really appreciated the doubly weird chase film from
Twix.
Winner: On the complete opposite side of weird, there's the smart logo-free simplicity of
McDonald's. Maybe it's the copywriter in me, but I'm a sucker for a brand brave enough to let their (egg McMuffin-based) goods do the talking. I liked this more than the print version of the campaign because of that added layer of wit. And the Enya soundtrack was the egg icing on the English muffin cake.
BEST OUTDOOR Winner: 1001 Optometry '
The Hidden Eye Test' - such a smart way to make the medium pay off the idea. Showed my husband and he immediately read the letters...took me much longer! Now I can't unsee it. Nice one.
Unilever's '
Dirt is good' was another outdoor that did a whole lot more. I'd love to see the other executions - a slide out of a billboard seems like a bit of fun.
BEST INTERACTIVEAs much as I felt I knew all the lyrics to
Anomaly's catchy rock track 'Feedback round 75', it was Durex's
The Pull Out Game that was equal parts silly and sticky (hmm maybe not the best choice of words for the subject matter).
Winner: Samsung's '
Saved in Translation' is such a powerful idea. I love seeing AI being used to do something wonderfully human.
This week's guest judge is
Kirsten Rutherford, Executive Creative Director, TBWA Chiat Day, Los Angeles.
Kirsten's career began in NZ at FCB where her campaign to reduce the stigma and discrimination associated with mental illness was heralded as creating a 'sea change of public opinion' and awarded by the United Nations. Moving to London, she created one of the first groundbreaking AR apps for the Museum of London. 'Streetmuseum' became the most awarded app in the world at the time.
Joining Wieden+Kennedy, Kirsten worked with Honda, Fondazione Prada and Tesco. Time Out named her one of England's Top Culture Makers. Kirsten then became a Cali girl leading work at 72&Sunny for Target, Tillamook and Starbucks, before joining TBWAChiatDay, leading Southwest Airlines, Viking Cruises, Persil and Intuit QuickBooks.
In 2019, Kirsten became Global ECD on Expedia. After traveling the globe, she went home to Chiat as ECD, leading Discover, Schwan's, Sephora and Instacart's first Super Bowl experience.
Kirsten's purpose is to change the world through kindness and creativity. Her Gatorade 'Sisters In Sweat' campaign was awarded a Grand Clio for social good. In 2019, she was recognised for her pro bono creative leadership for Make-A-Wish, leading to $85m in earned media. In 2023, CreativePool named her as one of their top 100 Creative Leaders.
