Bestads Best of the Week Reviewed by Benjamin Bregeault, Executive CD, Ogilvy Paris
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 Benjamin Bregeault, Executive Creative Director, Ogilvy Paris.
Winner: Griffin’s ‘Life Needs a Biscuit‘. I’m easily going with Griffin Life Needs a Biscuit, first, because I love sagas. They’re often tricky, and usually, half the executions don’t live up to the rest. Here, I was blown away by the consistent quality of the craft in every single episode, from start to finish. You’re really touched by the spot-on direction and the authentic feel that comes through in each slice of life. Sometimes funny, sometimes bittersweet, but always very human. It really made me connect with the brand and its very confident tone.
Runner-Up: Missing People ‘Based on a True Story‘. 4.25 minutes on TV? Is it only in France that we tear our hair out over 18-second spots? Anyway, this is really appealing. What mastery in the acting direction, the casting, and that plot twist – which, okay, you see coming, but that doesn’t take away from the power of the message. In France, we call that a “fausse piste”, and this one is particularly well done.
Winner: SOS Oceano ‘No Blue, No Green‘. It’s great to see some visual concept back in campaigns. Since Covid, it feels like a lot of agencies have forgotten you can do more than just brilliant, well-laid-out headlines. Without wanting to sound like an old fart, I sometimes miss the 2004-2010 years when we were constantly trying to invent visually. So, this is my Winner for the week.
Runner-Up: Volkswagen ‘Parents‘. A humble stance, like Ikea’s “Proudly Second Best,” which makes the brand likeable and relatable. It’s even more impactful because many new Volkswagen buyers are parents concerned about their children’s safety.
Winner: Dude Wipes ‘For Your‘. I’m ashamed, but I laughed. And then I Googled what Dude Wipes were. Isn’t that exactly what they wanted me to do? 😉
Runner-Up: KitKat ‘Break Billboards‘. A new episode in the legendary “Have a break, have a Kit Kat” platform. A clever hack that hijacks our digital environment to create an activation. It’s well-observed and very simply executed.
Winner: Boysen Paint ‘Boysen Color Stories‘. Oh, what a nice surprise this activation is, giving everyone the chance to express their own creativity. I went to check out the site, and it’s sometimes really funny, really weird, probably very personal too, but that’s exactly the point of a paint color – it’s our taste after all, and nobody else’s business!
Runner-Up: Heineken ‘Clinker‘. Doesn’t pretend to save the planet but just saves us from an annoying discussion at a festival with a Trap fan when all you listen to is indie rock – I mean, we wouldn’t want to mix, would we? 😉 More seriously, it’s insightful, simple, credible. It’s a good runner-up.
Benjamin Bregeault began his creative career at Ogilvy Paris on national and international accounts such as Fanta, Sprite, Scrabble, Free and Perrier.
After 9 years, he left the agency, then voted best European agency, to join Buzzman on the MTV Mobile and SFR accounts. Later joined 180 Amsterdam to take charge of PlayStation and Asics for Europe and then went on to cofound the French office of the Blast Radius network (WPP), a pioneering agency on social networks. He won Converse France, as well as several Danone and Bel brands.
The agency then merged with the Wunderman network, where he became Executive Creative Director. There, he played an active part in the agency’s transformation into a full-service agency, helping it to win several key competitions and some thirty significant awards in the space of three years, including the agency’s first Cannes Lions and D&AD. In 2022 he returned to Ogilvy Paris.
Over the course of his career, Benjamin has won all the major awards in France and abroad: Cannes Lions, D&AD, the Eurobest Grand Prix, the Grand Prix Cristal, the Grand Prix Epica and numerous golds at the New York Festivals, Andy Awards, One Show or Clio Awards.
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