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Creative

Bestads Six of the Best Reviewed by Rikesh Lal, Executive Creative Director at Camp + King in San Francisco

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 Rikesh Lal, Executive Creative Director at Camp + King in San Francisco

This week's guest judge is Rikesh Lal, executive creative director and partner at Camp + King, San Francisco.

BEST TV
Winner: Pet Refuge 'The Escape'. This one really got me in the feels. This ad puts a visceral spotlight on those that fall through the shelter cracks because of pet ownership. The quick cuts that take through this woman's (and her pets') cyclical, almost unending pleas for help really give you a vivid picture of their struggle. It's nice to know there are folks out there doing this amazing work.

Runner-up: Lululemon 'Being Well is a Journey'. If you asked me if I'd ever see the day a brand would be bold enough to drop an Oscar Wilde story into an ad, I'd say, "Hell no!"-but that's what Lululemon did. And a great one at that, The Selfish Giant is about about loving yourself and it plays so well with the visuals of this man's path of personal growth.

BEST PRINT
Winner: DIRECTV 'Reflections'. What a simple way to say so much. What I love so much is that this ad not only celebrates pride month but does it in a way that doesn't pander to the audience. A simple reflection of all the colors in our visual spectrum will suffice. Well done.

Runner-up: McDonald's Canada 'Fry Chair'. Pretty, pretty clever. This is one those ad puzzles every Art Director loves to create.

BEST OUTDOOR
Winner: Bombay Sapphire/Design Museum 'Supermarket'. I love a good loophole, especially when it involves art. What a great way to keep peoples' minds stimulated during the pandemic AND help shine a light on upcoming artists.

Runner-up: Dettol 'Social Distancing Prayer Mat'. What's great about this idea is that it doesn't try to create an ad but instead give worshipers a safer experience during the pandemic. The idea to extend prayer mats to match health guidelines is pretty smart and helpful, especially during one of the biggest holidays in Islam.

BEST INTERACTIVE
Winner: Interac 'Sound of Spending'. Talking to people about finances can be boring and/or awkward. Creating a soundtrack to your own spending is a great way to get people to understand how they spend their money. Using high notes to connote higher levels of spending can help gauge one's spending habits. The beats aren't bad either.

Runner-up: Louis Vuitton 'Louis The Game'. Most branded games are usually lackluster but when Louis Vuitton does it, you can't help but give it a download. And the experience doesn't disappoint-the beautiful visuals paired with a pretty great soundtrack make the gameplay worth playing. Oh, and along the way you learn about the fashion brand's storied history.

BEST RADIO
Winner: Think! Road Safety 'Selfish Prick'. What's great about this ad isn't the use of "prick" over the radio but that it's saying what all of us think of drunk drivers. Well, I guess, maybe...yeah and because they said it over the radio ;)

Runner-up: The Beer Spot 'What's the Craic?'. Huh? I love this one because it really makes you work for that "bottle of gold" on St. Patrick's Day.

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