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Trends and Insight

Bestads Six of the Best Reviewed by Jerome Gaslain, Creative Director, AKQA Amsterdam

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 Jerome Gaslain, Creative Director, AKQA Amsterdam

This week's guest judge is Jerome Gaslain, creative director at AKQA Amsterdam.


BEST TV
Not a very strong week in my opinion but here we go:

Winner: Lego 'Brice find your flow'. Having built a few Lego sets myself the last two years, I can relate into the soothing and calmness, a few colored bricks put together, brings to oneself. The spot's construct is not new but has all the right element, a strong VO, a complementary soundtrack and nice art direction.

Runner Up: Department of Veteran Affairs 'Boil'. It might be a bit too somber to try to deliver a positive message but at least it didn't shy away from some veteran's reality. I would have liked a stronger visual analogy to the boiling story perhaps. It's a subject that is rarely tackled and definitely needs more attention from society in general which is why it's my runner up.

BEST PRINT
Winner: Uber Eats 'Meal'. Food spilling in the car is not new but in a weak week for print, Uber Eats won by embracing minimalism in branding and art direction. Small headline and no extra logo or copy gives all the space to the visual.

No runner up.

BEST OUTDOOR
Winner: Decathlon 'Ability Signs'. While modifying well known street signs is not a new thing, that one does fit perfectly with Decathlon's category. I really hope it's more than a one-off and they roll it out across all their parking facilities. Simplicity won this week.

Runner Up: Call Of Duty Vanguard 'Zombies prank scare London'. Everyday life can be so mundane that every piece of entertainment we can create should be celebrated. This activation does just that, it surprises you, make you stop and laugh. Kudos to 72 & Sunny for pulling it off.

Special mention to Burger King with their mini Whoppers, cute idea.

BEST INTERACTIVE
Winner: TAO Guides 'Hate to protect'. I love that idea, we all know that the internet is sadly a kingdom for people to vent through bad reviews and nasty comments but for once, we can get people to do it for good. The online experience is smooth and the idea of donating a negative review while offering alternative places to visit to the readers is smart. So please don't go to Bruny Island in Tasmania, the place sucks, it's cold and the wait for the ferry is excruciating.

Runner Up: Mountain Goat 'Goat Goat & Goat, Attorneys at Law'. It's a bit of a stretch and the online experience could have been better but the video did make me laugh and sometimes it's all we need. A fun unassuming idea.

Special mention to Domino's for their Halloween promotion, staying true to the brand promise.

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