Bestads Six of the Best Reviewed by Juan Pablo Valencia, Regional Creative Advisor, FCB ARTGROUP
This week’s guest judge is Juan Pablo Valencia, regional creative advisor, FCB ARTGROUP, (TICCA).
There is very little time left to celebrate Christmas. I truly believe
this is an excellent opportunity and occasion for brands to change their
discourse and conversation with their consumers: be more human,
emotional, authentic and, above all, closer to people and families,
identifying with their values and celebrate those moments that make this
holiday so unique and unforgettable for everyone. As a creative, I
always expect something different, a little surprise from brands,
especially from those that always have the capability to stand out by
doing something exceptional for these dates, since although the
celebration is repeated every year, it should not be so for creativity
and ideas, knowing that there are endless stories to tell as a gift to
the audiences.
Therefore and although the selection was very
strong and competitive, and 5 of the 6 commercials in competition
focused on Christmas, I chose the following two:
BEST TV
Winner: NZ Post ‘NZ Post Christmas‘.
The winner no doubt! The story seems to me to have everything a
Christmas story should have, based on a real insight for all families.
Not only important is the choice of a gift, but keeping it secret until
the end, and for that, you obviously count on the unconditional support
of the brand to keep it and make it happen. This story obviously
reinforces the value of the service and the staff working for the
advertised brand and connects in a strong and emotional way, the service
with the users. READ ON…
