Seen and noted

This week's guest judge is Richard Gorodecky, the executive creative director of Amsterdam Worldwide (previously Strawberry Frog). Prior to A.W. he spent almost nine years at Wieden and Kennedy Amsterdam.
He has created award-winning campaigns for some of the biggest brands in the world including Nike, Coca-Cola, Chevrolet, Electronic Arts, Wyborowa Wodka and Asics Onitsuka Tiger.
Richard is a fanatical outdoorsman and has fly-fished, been assaulted by bugs and got entirely lost in some of the most beautiful places in the world. He likes to write about these experiences and his rants sometimes appear in obscure publications.
Richard recently appeared as a guest judge on the TV show America's Next Top Model and has since stopped trying to make sense of the world. He lives with his wife and daughter in Amsterdam.

STIHL. Simple, funny and well made. I'm not sure if it makes me want to run out and buy a chainsaw, but I think that might have more to do with the fact that I live in the centre of Amsterdam. I reckon if I had a tree, I'd cut it down with a Stihl this very afternoon.......

BEST TV
STIHL. Simple, funny and well made. I'm not sure if it makes me want to run out and buy a chainsaw, but I think that might have more to do with the fact that I live in the centre of Amsterdam. I reckon if I had a tree, I'd cut it down with a Stihl this very afternoon. The thing that lets this spot down for me though is the product shot at the end - that could have used a bit of love.
RAY-BAN. Do I like it? It's not bad (said with nonchalant shoulder shrugging).
Would I forward it to a friend? Not unless I had friends that were members of some kind of chameleon-appreciation society. This is a viral. If you're relying on people sending an ad to their friends, it needs to be truly great. For me, this one is just okay.
AMNESTY INTERNATIONAL. It's pretty. But pretty doesn't make me pick up the phone, sign anything, or reach for my wallet.
CHINA ENVIRONMENT PROTECTION. Beautiful animation. I really want this ad to work harder. I love the way it looks, but I just don't believe it'll have the impact needed.
EARTH HOUR. So, based on me taking a Stihl chainsaw to Amnesty International and the China Environment Protection Foundation, you'd imagine Earth Hour is in for a slashing. Actually, I found it charming. It's well made, has a nice soundtrack, and is memorable, but most importantly, it left me wanting to know more. Job done.
If I'm completely honest however, the cynic in me wondered how much electricity would be used washing all of those white sheets afterwards.
HUMANA. What's going on? Is it open season for charity ads this week?
Right then. What do I think of this? It's kind of dumb, but in a nice way. The execution is a little clunky, but charming. The message and call to action is clear. I like it.

I reckon first place goes to Stihl as DDB actually had to sell something that didn't come preloaded with emotion, and this week's runner-up is either Earth Hour or Humana. I think I'll go with Earth Hour, but then I'd give all of the sheets from the shoot to Humana. That seems fair.

BEST PRINT
BEAT BULLYING. This is great. Simple and strong.
SURFRIDER. So the kid is listening to a bottle because there are no shells left because there's no life in the sea. Okay. It doesn't have much cut-through for me. Wouldn't it have been cooler if the kid had grown this huge bottle-shaped ear because he'd drunk too much polluted seawater? I would sign up. I don't want to grow a huge ear. My headphones wouldn't fit.
TIMEX. So the line on this ad is 'conversation starters'. It works for me. I'd like to start a conversation. How about: "What the bloody hell does this ad mean?" Or another conversation starter could be: "Is the person who did the retouching currently being treated for acute conjunctivitis in both eyes?"
BIBLOAMIGOS. It's a great looking ad. It pulled me in. Would it make me want to see an exhibition about Red Riding Hood? Quite possibly.
COLGATE JUNIOR. I remember hearing a story about a guy who invented a toothpaste that made your teeth reflect light. I thought it was a great invention. Not only could you have sparkling teeth, but you could also avoid being run over at night by walking at oncoming traffic grinning like a maniac. Why am I telling you this? Because I thought it was interesting. Unfortunately, I don't feel the same way about the ad.
CHINA ENVIRONMENT PROTECTION. It's so beautiful. I really love the art direction. I have no idea what this ad says, but I can only hope it's as well written. Will it motivate people to get involved in the China Environment Protection Foundation? Unfortunately, I have my doubts.

First place in print goes to Beat Bullying, with Bibloamigos as the runner-up.

BEST OUTDOOR
JOHN WEST. Funny and stupid. I don't have anything against funny and stupid.
LUNG CANCER FOUNDATION. According to this ad, smoking kills. I reckon that's going to put people right off.
AMI. This is smart and clever. Smart and clever is good.
KRISPY KREME. I don't know where to go with this. One side of me likes the ballsy strategy of earning through activity, and the other side simply hates the association of donuts as a reward for exercise. Can I pass on this one?
SBS. It's fun. I'd notice it.
EARTH HOUR. I like it a lot. Right up my street. This should have generated a lot of coverage if it had been PR'd well.

This week's outdoor winner is Earth Hour, and AMI can take the runner-up prize.