BEST TV
Winner: Lipton Ice Tea Benelux '
Ice Tea Insurance'. I love this because of the bigger idea over the TV execution specifically. The "tea insurance" for non-Lipton ("fake ass tea") is a fun idea that feels ownable. And having Ice-T to announce it feels like a wonderful collaboration - also a somewhat surprising spokesman for the Belgium market. It has a fun tone and really leans into Ice-T's personality in an authentic way.
Runner up: Citroen '
Wanna Play?'. Doing something fun and fresh in car commercials is a big challenge - a lot has been done. I haven't seen a playful treatment like this before that really leans into the vibe of this new car. I'm also a sucker for a practical/VFX spot that makes you appreciate the craft that went into the visuals. The music is fun, you want to keep watching and sets the tone for this new model.
BEST PRINT
Winner: Palladium Hotel Group '
The Meaningful Average. 4 min.' The simplicity of this insight is bang-on. The beautiful photography paired with a simple UI data graphic communicates volumes and makes me want to be there. So it's the winner for me.
Runner up: Bravehearts '
Pool'. This one got me - honestly, it is quite a disturbing visual. The visual and messaging lends itself to a powerful and simple idea to communicate the issue. I found it a little sensationalist, so it's the runner up.
BEST OUTDOOR 
Winner: Heineken '
The Unlucky Charm'. This one is a really creative use of "outdoor" and taps into a smart insight surrounding the superstitions around watching sports. Great execution that has the right tone and playfulness of the brand and execution. I wanted to know if the experiment worked... looking for the follow-up!
Runner up: Lynx Lower Body Spray '
Scratch & Sniff Billboard'. Love an old-school interactive outdoor board that leans into the nostalgia of the scratch and sniff, while acting as a real way to experience the product. Funny, engaging and simple makes it the runner up
BEST INTERACTIVE
Winner: RXBAR '
B.S. Feed Filter'. Love this super simple idea that is based on the product truth, while also tapping into a cultural insight - trifecta for a winning idea.
Runner up: Jetstar '
Knights of the Sky'. This is so ridiculous and silly, but somehow just seems to make sense. The playfulness of recognizing a company's 21st birthday is already surprising, the creative twist on it makes it fun and engaging.
This week's guest judge is
Marcella Coad, VP, Group Creative Director at Innocean USA.
Marcella oversees the Genesis account as the Group Creative Director at Innocean USA, bringing over 20 years of experience from top agencies like Anomaly, R/GA, Sid Lee, TAXI and Ogilvy, as well as an in-house role as creative director at Amazon.
Throughout her career, Marcella has shaped award-winning work for major brands like BMW, Amazon, adidas, Samsung, and now Genesis-earning recognition from Cannes Lions, The One Show, Clios, the Webby Awards, and more. At Amazon, she led the acclaimed "A Voice Is All You Need" campaign featuring artists like Taylor Swift and Chance the Rapper, while her Alexa work became a TikTok "Culture Driver". A visual storyteller at heart, she most recently brought the Genesis brand to life with "Luxe Is in the Details", blending cultural insight with bold, strategic design.
