Bestads Six of the Best Reviewed by Andy Grant, Executive Creative Director, TBWA\Singapore
This week's guest judge is Andy Grant, executive creative director, TBWA\Singapore.
BEST TV
Winner: World Down Syndrome Day 'The Hiring Chain'.
No emotional blackmail - just charm and feel-good vibes to land the
message positively. Refreshing and entertaining. And I can't get the
song out of my head. Thanks STING.
Runner up: UK Network Rail 'Parallel Lines'.
Really powerful storytelling. I loved the approach and the power of the
parallel story to land a very strong point and POV. The direction and
approach feel very authentic and raw as well. Great execution.
BEST PRINT
Winner: Monogram 'Hypocrisy'.
Clear winner for me. This doesn't feel like an ad. This is a brand
standing for something and using its platform to do something
meaningful. I was blown away to hear those facts. It made me angry and
made me want to look further into it and take action.
No runner up.
BEST OUTDOOR
Winner: Talita 'Call Girls'. Unexpected. This really hit me. Wonderful and super powerful switch. Great case study as well - clear and emotional.
Runner up: Monogram 'Hypocrisy'.
Powerful and provocative. Like I said before, a brand really standing
for something and using its platform to do something meaningful.
Inspiring.
BEST INTERACTIVE
Winner: ANZ Support Band 'Why It's Important'.
Great way to bring the fans into the game and share support on the
ground when we can't travel and be together. Did feel a little bit
derivative though of the Nike+ "Cheers" function, but it took it forward
and made it more tangible, ie feel vs just hearing it.
Runner up: Garvan Institute of Medical Research 'Disease Dilemmas'. Really smart and confrontational way into the problem. Really made me stop and think.
