BEST TV
Winner: Save the Children '
La Fiesta'. I have the attention span of a Labrador puppy, but this 5-minute film held my attention for its entire length, even on multiple watches. With an issue like this, it would have been easy to default to bashing people over the head with a provocative idea, but this was careful and subtle in its power. What I loved most was the pace. The team allowed the film to breathe, and that's what gave it tension. The craft was delicate in providing clues as to what was happening, which were appreciated even more on the second and third viewing. Everything added up to a powerful rug-pull at the end and a beautiful line of copy that gave me a new perspective on the issue. Storytelling perfection that hooked me from the opening shot.
Runner-Up: EA Sports FC '
The Club is Yours'. Such a fresh take on a game launch. There's a lot going on here, but somehow juggling gameplay, developers, star appearances, on-field play, snowstorm modes, and falling pianos works flawlessly. It's a really clever way of getting fans onside and cataloging all the new features, but overall, it's just a hell of a ride. Entertainment to the max!
BEST PRINT
Winner: Save the Children '
Bakery'. Like the film from the same campaign, these photographs delicately tell a powerful story. There is beautiful craft in the photography and a sharp line that presents the problem with a fresh angle.
No runner-up.
BEST OUTDOOR 
Winner: Heineken US '
Real Friend'. Poking fun at the recent AI "Friend" devices launched across the States, this work goes beyond simply delivering a message to becoming part of a social conversation. I'm not sure if they're actually making their 'friendship' devices, but I'd love to see them give a bunch out. Either way, with a simple headline and image, they made me smile. That's what a good beer brand does.
Runner-Up: Moju '
Bring on the Boom'. I think this is really good, disciplined outdoor work. Catchy line, attention-grabbing visual, and a big pack shot. No doubt this would look great plastered across any city.
This week's guest judge is
Jake Barrow, Chief Creative Officer, VML Czechia.
Jake grew up in Red Cliffs, Australia - population 2,600. It was here, when voted "Funniest Kid in High School", he believes his advertising career was born. His innovative approach has since made him one of Australia's most awarded advertising creatives, with over 500 industry awards, including a 34 Cannes Lions, with 7 Gold and a Grand Prix. He has twice been ranked among the Top 20 creatives globally, and in 2024, was ranked 6th ECD worldwide by The Drum.
During his 6-year leadership tenure at VML Melbourne & Sydney, the agency ranked top 5 in Australia for 5 consecutive years, earning back-to-back Campaign Brief Agency of the Year titles in 2023 & 2024, and the 2023 Global Agency of the Year at the London International Awards. Other career highlights have included creating a global dog adoption movement, having a TV ad on display in an art gallery, launching a feature film, strapping Fit Bits to chickens, replacing phones with KitKats and having work featured in the book "100 Ideas that Changed Advertising". In late 2024, Jake took on a new challenge as Chief Creative Officer at VML Czechia, where, in under a year, he led the agency to win the Czech Republic's first-ever Grand Prix at Cannes Lions.
