BEST TV
Winner: RONA,
Half Ass. Look, I'm a sucker for really dumb ideas that are actually really smart. And in this day and age where brands have to compete for attention with hundreds of other interesting things bombarding everyone at all times, I gotta give it to a brand that goes there and makes work that's hard to ignore. As much as I don't think the ad totally stuck the landing, I want to see more brands (especially serious ones) take more risks like this. Hard to ignore, hard to forget. And it made me smile.
Runner-up: Bonds,
Made for Down Under. Let me start by saying I'm also a sucker for stark simplicity. Which makes me a sucker for one-take shots. And it's not easy making ads for men's underwear. So I'm a sucker for getting creative with things that aren't inherently creative. It made me smile. So I guess I'm a sucker for lots of things, but hey, maybe that's the secret of happiness after all, sucker. Stop judging me.
BEST PRINT
Winner: Cristal,
Unofficial Sponsors. This rings so authentic to a Brazilian expat like myself. I play football three times a week. And the post-footie beer is a sacred ritual. So I like this. It's fun when a brand without the millions for sponsorship takes a bit of a more irreverent approach to the work. They clearly don't take themselves too seriously which more brands could do. They also don't seem to take their business affairs team seriously because there's no way this wasn't a flag. But hey, more power to you.
Runner-up: BIMBO,
Flour is our Universe. Is it the most unique, never-been-done-before print ad ever? Probably not. But it's clever, it's simple (I'm a sucker for simplicity, remember?), and it's fun. And it's an ad for flour. Can't think of a better one. Unless the whole LeBron James ritual before games was a secret stunt masterminded by the flour industry as a secret way to- wait, that was chalk, nevermind.
BEST OUTDOOR 
Winner: Tiffany & Co,
1837 Blue. I like how they did something for the environment using their iconic color. A lot of brands tend to be overprotective with their assets. It's nice to see it being used for good. I also like that they used what looks like an expensive media buy to promote it. I was a little skeptical of its efficacy at first, but it looks like it raised quite a bit of funding for the cause, so that's good. It's the advertising equivalent of that Beyonce song, "if you like the environment put a ring on it." That's how it goes, right?
Runner-up: Lamphun Warriors F.C. and Northern Thailand Breath Council (NTBC),
The Air Pollution Jersey. This one would have been the winner if the category was "Longest Entry Title" hands down. But I picked this as a runner-up because if these jerseys truly change color based on air pollutants, that's quite cool. I'm a little skeptical on whether not it works in the real world. Or is it a spec idea. If it works, wow. If not, well, not wow.
BEST INTERACTIVE
Winner: LADbible,
The Leprechaun Law. I'm pretty sure this is my only chance of awarding anything with a leprechaun on. So here it is. But I'm not just doing that to give leprechauns an award. This is actually a really smart idea concealed as a really dumb idea. And I don't need to say it again (unless you're reading this top to bottom, then it's breaking news) but I'm a sucker for dumb ideas that are actually super smart. And the internet is a place with less rules and in need of better hooks for anything to stand out. This idea does that, but for a good cause. Fun.
Runner-up: Jameel Motorsport,
The Treeless Map. I don't know how much more awareness the world needs that we're running out of trees. People surely know by now? But removing every tree from a video game that requires trees for the gameplay is pretty smart. To my point earlier, I think we're there in terms of awareness for the cause. Wish there was more concrete action coming out of it, like locking every teenager related to the CEOs of companies that contribute to deforestation out of the game until their parents stop chopping down trees. That would be cool.
This week's guest judge is
Gui Borchert, Executive Creative Director, INNOCEAN USA.
Gui leads the agency's Hyundai Motor America client with a bold vision and a proven track record of turning daring ideas into realities. A designer, writer, and director with over 20 years experience, he has refined his craft on both the client and agency sides, leading creative for top companies including Squarespace, 72andSunny, Fallon, Syrup, R/GA, and Mother working with brands such as Nike, Google, Puma, and adidas. Originally from Rio with experience in New York and London, Gui now calls LA home.
His leadership has driven industry-first innovations, including Hyundai's exclusive launch on Amazon Autos, supported by a fully integrated campaign with multiple broadcast spots, custom creative for Amazonâs Thursday Night Football, and high-impact OOH activations. Over the past year, his work has also strengthened Hyundai's presence in major cultural moments, from the Olympics to the NFL playoffs, reinforcing the brand in new and unexpected ways.
With over 50 industry accolades and jury experience at The One Show, Clio Awards, and The Drum, Gui remains committed to pushing creative boundaries while mentoring the next generation of talent.
