BEST TV
Winner: KFC '
Let There Be Cake'. KFC Thailand's "Let There Be Cake" stands out for its smart blend of humour, strategy and craft. Reframing chicken as a celebratory food is a clever move, especially for a brand marking their 40th. The surreal cake-filled world is funny as a premise, but they really doubled down on the humour. I also appreciated the inventive production solves behind each transformation. Overall, it feels original, memorable and featured a guy who had eaten his own cake hands. Two thumbs up from me, but notably, not from him.
Runner Up: Alpine '
70 Years Of Lighntess'. Alpines' 70 years of lightness takes second spot for craft alone. A beautifully executed journey through the brand's history, blending live action, vintage footage, and distinct animation styles seamlessly.
BEST PRINT
Winner: Havaianas '
Comfort'. The Havaianas Comfort print work grabs attention with a simple, bold visual that gets straight to the point. You instantly know what it's for and what it's saying about them, without saying anything. This is exactly what print should be like clear, confident, and focused on a sharp product truth without any fluff. And what feet should be like too. Well, fluffless at least.
Runner Up: KFC '
Gravy Drip'. Was I hungry when judging this? Maybe. KFC gets, another nod with "Gravy Drip" for being so excellently unexpected. Everything should be in opposition here; comfort food vs couture. This fusion of fast food and fashion is both surprising and brilliantly executed.
BEST OUTDOOR 
Winner: Rockaxis '
This Check-Up Sounds Like Prevention'. I'm awarding Rockaxis's low-fi "This Check-up Sounds Like Prevention" for the strength of the insight and idea, which is smart, a little provocative, and thoughtfully targeted. Using CDs as the medium speaks directly to the generation who needs prostate exams, tapping into nostalgia with music they'll recognise. The cheeky finger visuals add a bold punch, making the message hard to miss. While I think the headline translation may have softened the impact a bit, the core idea is solid.
Runner Up: BBC '
Race Across The World Billboard'. Turning a paid influencer into a literal moving billboard (isn't that what they are anyway?) was enough for the BBC to take the runner up spot.
BEST INTERACTIVE 
Winner: Scoliosis Philippines '
#Stripesfitcheck'. #StripesFitCheck is incredibly smart and refreshingly simple. It's got that "I wish I'd thought of that" flavour. Sometimes the simplest tools can make the biggest difference in health awareness. These small ideas are often the most significant, and that's exactly what this campaign delivers.
Runner Up: Stopaccidentes '
Memorial Route'. StopAccidentes' Memorial Route stands out for its clever "maps hack" not only for subverting the platform but delivering accident stories pop up right on the roads you're planning to drive.
BEST RADIONo winner or runner-up.
This week's guest judge is
Charles Baylis, Executive Creative Director at independent agency ATime&Place in Melbourne.
With a degree in law and a passion for language, music and design, Charles spent his early career straddling law, music production and marketing. He then found his calling in advertising, achieving early success with his first Cannes Lion in his debut year and being recognised as the 3rd most awarded copywriter in the world (Drum Magazine), One to Watch (CB) and Rising Star (MADC) in his third year. Since then, Charles has amassed over 200 awards at shows around the world.
As Executive Creative Director at Deloitte, Charles led the agency to be named Australian Creative Agency and Creative Consultancy of the Year for two consecutive years by Campaign Brief and Campaign Asia.
