Bestads Six of the Best Reviewed by Ian Mackenzie, Chief Creative Officer, FCB/SIX, Toronto
This week’s Bestads guest judge is Ian Mackenzie, chief creative officer of FCB/SIX, Toronto.
Winner: Hornbach 'It Seems Impossible. Until You Do It'. A compact epic - and a fun ride built on a true truth. This brand understands and expresses empathy for its users. A classic TV commercial in all the right ways.
Runner-up: Facebook 'Survive - Coogans'. With so many restaurants closed, it's nice to see at least one of their stories well told.
Winner: State Street Global Advisors 'The Original'. An incredibly fast and emotive response to the passing of an America visionary. It reinforces the power of the individual - and the power of iconography. I saw this shared on social before I knew it was a brand activation.
Runner-up: VIVA 'Toast'. A smart, simple note on the tension between our photos and our real lives - tethered to a discount message. Hard working!
Winner: Ecox 'Emergency Bikes'. One of those powerful, hidden in plain sight-feeling ideas. It pushes at the edges of what we might consider outdoor. But if an advertising innovation can get a paramedic to a critical situation faster, I'm in.
Runner up: Tencent Youth Science Festival 'IMARS Cinema'. Love that this brought epic space experiences to marginalized communities.
Winner: IKEA 'IKEA Product Pose Yoga'. Excellent idea and brand fit. A piece of long form content that's also perfect for slicing, dicing and deploying into zillions of other ad formats. Well-conceived, structured and executed.
Runner-up: No Frills 'Haulin State of Mind'. I could see a brand putting out a track or two and leaving it at that. An entire album? That's called insisting on the joke, and it makes me love No Frills' incredible Haulers platform even more.
Featured Companies: FCB/SIX