High Five: Colombia

We like this idea because it’s a simple solution for a problem we are facing due to the pandemic: using the product to produce something we need. As well as the simplicity of the produce (soap), the design has a kind of magic that takes the idea to the next level.

It’s not every day you get your product stamped into a passport. This idea is so simple but so effective and we really wanted to show it to the world. The design is beautiful and the sensory experience with the stamp smelling like coffee invites everyone who arrives in Colombia to taste something our country is so famous for. A marvellous idea for Direct.

Despite the steps we have taken to bring peace to Colombia, there is still violence across the country. Activists are killed almost every week and graffiti is one of the most common ways activists are threatened. This is idea illustrates the problem in such a clever way and shows what we can do to help stop it.

Everyone knows teens love video games. And everyone knows teens don’t love vitamins. So, to empower young people to reflect on the importance of having a strong immune system, we ‘hacked’ one of the most popular mobile games in the world, 'Free Fire', and united some of the best 'Free Fire' players in the world to provide the ultimate in defense. It’s the first time Redoxon, Bayer’s vitamin C brand, has extended the protection they offer in the real world to the virtual world, and we praise Bayer and the creative team for their boldness in using this new platform to connect in a relevant way with young people around the world.

Over the years, the car industry has changed dramatically with the introduction of parking assist, rear-view cameras, ABS brakes and even some cars are C02 free. We love these print ads because you can instantly understand what they are trying to do. They make you smile and that is what good advertising should do: spark an emotion. Plus, the execution is really trendy.