Bestads Top 6 of the Week reviewed by Ciro Sarmiento, CD, Leo Burnett/Lapiz, Chicago

T.jpgBEST TV
I have to say I loved everything about the IKEA spot by Mother London: Such a beautiful example on how crafting, art direction, character and music can make a simple idea, this powerful. Although it was a very hard decision to make considering my second choice (the O&M Singapore ad for ACRES), I must admit that "Playing with my friends" is extremely well (and playfully) executed around a good insight. It's cute, it's powerful, and most importantly, it feels right for people. When you have the perfect combination of genius storytelling and crafting, with a compelling insight for the real people out there, you can call yourself a winner.
P.jpgBEST PRINT
My favorite is AlmapBBDO print campaign for Top Destinos. Fresh approach to a category that's been punished a lot in creative festivals around the world. Impeccable art direction. I liked the Ford Flowers O&M Greece campaign too, but coincidentally enough resembled me of another print campaign for Volkswagen done by AlmapBBDO a few years ago.

O.jpgBEST OUTDOOR
My winner has to be Nike Seismograph by BBDO Argentina, without doubt. Such a vibrant idea, loved the tagline "EVERY GAME IS A HOME GAME". Carries an engaging social component that takes the brand's purpose to a collective emotional level. And yes, when you get used to watch dozens of case studies on a daily basis, you learn to appreciate the good ones! I'm a terrible soccer fan, but this made me get goosebumps.

I.jpgBEST INTERACTIVE
Not excited about any of the work here, really. Maybe the Sony Interactive game by W+K (surprise... right?) was the only thing that kept me busy for 10 minutes. Kinda cool. Everything else seemed done before. I was interested in the premise of Pepsi Extra Hour, but don't think that was the right way to execute it or present it. It's a nice concept, though.

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