Bestads Best of the Week Reviewed by Bruno Franchino, Group Creative Director, L&C NYC
Each week Bestadsontv.com [the global arm of Campaign Brief] 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.
This week’s guest judge is Bruno Franchino, Group Creative Director at L&C, New York.
Winner: British Airways ‘An Original British Briefing‘. I think British Airways has done a great job over the years defining a voice and personality for the brand that really works in their favor. They’ve found a tone and a way of communicating that feels right for the brand and that I always enjoy seeing.
In this particular campaign, I think they’re tapping into a strong and genuinely fun insight, one that most of us can easily relate to. And they’ve found an entertaining way to tell that story, using humor effectively and with solid execution.
Runner-up: Old Spice ‘Unbelievably Cool‘. I’ve been a big fan of how Old Spice has been communicating for years. I always like to point out when a brand stays true to its tone of voice and way of communicating over time. And in this case, I think Old Spice has found something truly unique.
Honestly, I always enjoy watching their commercials and campaigns. What I like the most is the level of craziness and irreverence they bring to their spots. And the fact that they’ve managed to reach that level of boldness, and that the brand fully leans into it, is pretty impressive. It’s something I’ll always highlight.
In this particular case, this spot is no exception, and I enjoyed it just as much.
Winner: Tim Hortons ‘Blizzard‘. I think in this campaign they found a fresh way to communicate a problem they were facing, using something as iconic to the brand as their coffee cup.
And in the print side of the campaign, it highlights the idea of always being there, even in the toughest moments, communicated in a fresh and quite unusual way.
Runner-up: Hyundai ‘Driven by Nature‘. I found it interesting how they visually expressed the connection a car can have with the environment. I think it’s visually appealing and pleasant to look at.
Winner: KitKat ‘The Dash‘. As an Argentine, I’m always naturally drawn to campaigns that use humor, especially when it’s a bit more daring or bold. That kind of approach really resonates with us, it’s part of our advertising DNA. KitKat has been working this way for a long time, and it’s something Argentine audiences consistently connect with.
I think in this case they made great use of the “break” concept with the bar, as they always do. And they’re especially good at distilling and simplifying the message through a core brand element, which makes it instantly recognizable and easy to understand for anyone.
Runner-up: IKEA ‘Monumental Dissing‘. I feel particularly connected to this idea because I was in Sardinia not long ago, and I was told about this local myth. I even got to visit the square and see the monument myself, so it really resonates with me.
I think it’s a fun and interesting way to communicate the opening of IKEA’s new store by tapping into this local myth, which Italians find quite amusing and easy to relate to.
Winner: Uber ‘Where’s Maura?‘. I really like the insight. It’s something we can all easily relate to, something most of us have experienced at some point.
I also find it interesting how the brand approached St. Patrick’s Day from a different angle, not by inviting people to the party, but by encouraging them to leave it. It feels like a smart way to highlight Uber’s role during St. Patrick’s Day.
Runner-up: KitKat ‘Break Billboards‘. I wasn’t familiar with these billboards in Prague, it’s the first times I’ve come across these “dividers,” as they call them. I think it’s a really strong use of the format. The brand was quite smart in spotting this detail and turning it into something that works in their favor.
It feels like a direct and playful way to express the brand while offering a simple and engaging interaction. The observation is sharp, and the execution is subtle yet effective.
Bruno Franchino – better known as Coky (a peculiar Argentinian nickname) – is an award-winning Group Creative Director from Buenos Aires, Argentina.
He began his career in 2012 at FCB Buenos Aires as a complete advertising rookie, but quickly found himself shooting his first commercial. Two years later, he moved to Ogilvy & Mather Buenos Aires, where he won his first Cannes Lions with the highly successful Huggies campaign “Embarazados”.
In 2015, he had the honor of traveling to Cannes to receive a Titanium Lion for “Beer Tooth Implant” for Salta Beer. That milestone set off a wave of opportunities abroad. When BBH New York reached out, he didn’t hesitate – he packed his bags and moved to the Big Apple.
Today, he works as Group Creative Director at L&C New York, a rapidly rising agency that has been making a strong global impact. In recent years, the agency has won countless awards and multiple Grand Prix, including the recent Grand Prix at the Clio Awards for “Nativa Meter” for Cerveza Nativa. Its momentum has positioned L&C as one of the most exciting and influential creative shops in the industry.
Throughout his career, Bruno has had the privilege of working alongside some of the industry’s most respected creatives, including Javier Campopiano (Global Chief Creative Officer at McCann Worldgroup), Ari Weiss (CCO at DDB Worldwide and former CCO at BBH NY), the Moya brothers (CCOs at The Community), and John Patroulis (Worldwide CCO at Grey and former CCO & Chairman at BBH NY), among many others.
He has extensive experience leading work for major global brands such as Coca-Cola, PlayStation, Corona, Google, Absolut, Verizon, DirecTV, Philips, Toyota, Volkswagen, AB InBev, TED Talks, Huggies, SC Johnson (Pledge, OFF, Lysoform, Glade), Mondelez (Tang, Oreo), Bimbo, Vaseline, Macy’s, CCU (Schneider, Salta Beer), and Samsung, among many others.
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel