Bestads Six of the Best Reviewed by Sávio Hatherly, Senior Art Director, FCB Lisbon
This week's guest judge is Savio Hatherly, senior art director at FCB Lisbon, Portugal.
BEST TV
Winner: Match.com 'Match Made In Hell'. A year from hell deserves a match made in hell. I think not even Satan would imagine a year as good (for him) as 2020. Mix an amazing craft (I confess, I never saw a demon like this, "Thank God") write an amazing script and add a love song by Taylor Swift. Absolutely, this TV ad accurately depicts this tumultuous year.
Did you ever imagine what the demon's favorite snack was?
With some interesting and funny situations with great storytelling.
Absolutely, this TV ad for me is the best.
Who am I to contradict the Devil? Right?
For us mere mortals don't have a choice:
Make 2021, your year.
Runner-up: Just Eat 'Doggy Dogg Christmas'. I confess that Snoop Dogg almost beat the "Demon", but the demon came from hell and you know how it is, right?
I think TV ads need to sell something, of course, but when TV ads sell something and also entertain the customer, it's absolutely incredible. When we receive a TV ad like this in a WhatsApp group for example, I'm sure that this TV ad will be remembered for a long time.
Just feel the flow by Snoop Dog, look at the craft and enjoy the gold-leaf burgers, jerk chicken nestling in his stocking and "burritos dropping down the chimney".
Absolutely, I loved this TV ad and the music, of course.
And don't forget:
Did somebody say: just eat?!
BEST PRINT
Winner: Irvine Wines Grand Merlot 'Easy to Enjoy. Hard to Share.' Simple and smart with a good concept.
Runner-up: Unfortunately, I have no favourites for runner-up.
BEST OUTDOOR
Winner: Binge 'The Undoing - An 18 storey oil painting'. Simple and great. I think using the huge portrait of Nicole Kidman was a good trick to capture people's attention, because it's not everyday that you can look at Nicole Kidman face to face.
The interesting thing was that they took a small clue from an episode of The Undoing and put it on the streets. Turned it into an amazing 18-storey oil painting that stood high above the Sydney skyline.
Runner-up: Burger King 'Stevenage VS Everything'. Amazing craft and great insight. I think it is very important for brands to continue to embrace causes like this and BK is always doing this with mastery.
BEST INTERACTIVE
Winner: Girls Who Code 'Missing Code'. How to shift perceptions of what a programmer looks like? I think that many people think that behind internet codes there are only male coders working, but no!
Today 26% of all coders are women. So, what would the internet look like without them? Can you imagine?
This campaign shows an incredible craft and a powerful insight. In fact I loved this craft! The film is so good and the message is powerful and makes us think about this fact. I loved the flow of video and website too.
Fresh and incredible!
Runner-up: Allegheny Health Network / Marvel 'Real Nurses, Real Stories'. Who says healthcare workers don't have superpowers? Absolutely, they have a lot.
Real stories are always a punch in the stomach and it is so good to see projects like this campaign. It's very interesting to see projects in healthcare with great craft and strong insights like this.
