Bestads Six of the Best Reviewed by Akae Wang, Executive Creative Director, Tencent, China
This week's guest judge is Akae Wang, executive creative director at Tencent, China.
Winner: Ladder 'So Good'. Killing family members to get insurance money, it happens all the time, doesn't it? I think only Thailand can handle that kind of storytelling in the East, my market has always lacked that kind of humour.
Runner up: John Lewis Home Insurance 'Let Life Happen'. To be honest, the popularity of Tiktok has been responsible for the growth of these little demons in the home.
But how can you suppress the creativity of children? I don't have children, but I do have a dog who is a great housebreaker, and this product gives me hope.
Winner: Nissan 'Ghost'. "Don't look in the mirror at night, because you will see things you shouldn't" is an old Chinese saying, which is very appropriate here.
No runner up.
Winner: The Bottle-O 'The Fridge O-Doption Program'. This is a very beautiful piece of work. It makes me want to go and get one to take home immediately. It's a piece that needs no introduction, it's simple and makes you want to own it.
Runner up: Hispanic Heritage Month / Diageo 'Local Heroes'. Even though life has suffered some kind of misfortune, we still have to go on. Instead of using a video to convey a belief, the brand goes deeper and creates stories with ordinary people, so that the 'keep walking stories' are more touching.
Winner: Yahoo/Selfridges 'Electric City'. This is a very complete digital campaign. The collaboration of the brands is also new to me, Pokemon, fashion, gaming, virtual, immersive experiences, e-commerce, all elements come together to make it more cyberpunk. The design of the website is also very interesting and I could have been immersed in the entertainment experience for at least half an hour.
Runner up: NRJ Belgium/Pink Ribbon Belgium '#MixForBoobs'. The whole idea is gimmicky, but it doesn't make me feel any less positive , and it's good that it's bringing the music to market. The message is also conveyed in this way.