Bestads Six of the Best Reviewed by Menno Kluin, US Chief Creative Officer, dentsu creative, NYC
This week's guest judge is Menno Kluin, US chief creative officer of dentsu creative.
Winner: Education Above All (EAA) "Calling Attendance". This is well-executed, with a simple and clear structure that pulls you in and really makes you think about a deeply troubling topic.
Runner-up: Sky New Zealand "The Watch". Just a charming spot. There's something for everyone, so I'm sure it resonated for a broad range of people. Plus, you really can't go wrong
with adorable talking animals.
Winner: ABTO Brazilian Organ Transplant Association "It's (y)our choice". I like this because it's a pure, simple thought that speaks volumes without having to scream. Good Print should do exactly that: entertain or engage with a thought that lingers and makes you think.
Runner-up: Great Cause "Behind the Burka". I'm a bit torn, because this is a nuanced topic and the execution could be stronger. But it's a simple visual that effectively communicates an
idea, and is very relevant given recent events in Afghanistan.
Winner: Ikea "Trapped in the 90's". This was my favorite idea of the week. The concept is very relatable and just makes me laugh. I can imagine it must have taken a lot of work to pull off. Well done.
Runner-up: Netflix/Money Heist "No Spoiler Heist". An elaborate stunt that fits the theme of the show. I'm sure some of the fans involved were frustrated in the moment, but it's the type of activation they were likely excited to be part of in the end.
Winner: Mondelez Kinh Do "Keep Your Stories Alive". I like how they are experimenting with AI and deepfakes to bring old memories to life in a relevant way, not just for the sake of shock value but tied back to the brand and an important event in Vietnamese culture.
Runner-up: Snickers "The Internet is Hungry". The premise is a bit of stretch - that the elimination of cookies is making the internet hungry, therefore Snickers is the solution - but there is something to it as a campaign idea.