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Creative

Bestads Six of the Best Reviewed by Juan Pablo Valencia, Regional Creative Advisor, FCB ARTGROUP

Each week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites

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…

Featured Companies: FCB Artgroup

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