Bestads Best of the Week Reviewed by Lisa Fedyszyn, CCO, Special, New Zealand
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 Lisa Fedyszyn, Chief Creative Officer, Special, New Zealand.
Winner: Consejo Profesional de Agrimensores “Study Surveying“.
“What should I do with the rest of my life?” is a question I constantly ask myself.
And so must those choosing what to study.
The competition and overcrowding of other professions easily helps to check off what not to study.
The simple, funny execution of this helps make the decision.
And what could be better than a job that’s outdoors, physical and real.
Right, now please excuse me while I go into a windowless room for a meeting about AI.
Runner-up: Musee de la Grande Guerre “Le Poilu Victorieux“.
This spot holds so much power, transforming a symbol of wartime heroics into a harrowing story that examines the lasting mental and emotional toll carried by those who served.
I didn’t expect a statue to bring me to tears.
Winner: Volkswagen “Eyes Where You Need Them – Nail“.
I’m not great with body horror. This confirms it.
But that’s exactly why it works.
You don’t just see the benefit, you viscerally feel it, and feel slightly unsettled by the alternative.
It’s one of those love/hate ideas. I don’t want to look at it for very long, but I definitely got the benefit immediately.
Runner-up: Xiaomi “I Was Made for Loving You Baby“.
From eyes in your feet to speakers in your glasses.
The campaign unpacks the benefit of hyper-connected tech in a very simple way.
And this is what I need when trying to understand the benefit of speakers in my glasses.
Winner: Burger King “Whopper of a Finish“.
Endurance running and Burger King are rarely linked.
They are now.
If you’ve just burnt thousands of calories, then eating a Whopper to replace them in a few minutes totally makes sense.
I’m strangely motivated to run a marathon and to order a burger.
Winner: VisitPortugal / Corkified “Pairing Portugal“.
Wine can help relive memories good and sometimes not so good.
This wine experience smartly gets you to imagine the memories you could make in the future and have a taste of the place before you go.
Please take me to Portugal now thank you. Saude!
Runner-up: Lux “My Algorithm“.
I love the idea of positively changing your algorithm for the better.
And this execution will change your feed to luxurious soap ads. So I’m not entirely sure if that is “better”.
I wonder how else Lux could have beneficially “cleansed” our feeds; perhaps filled them with nature, more meaning and less stress?
But maybe I’m asking too much and need to find that for myself, not on my social feeds.
Lisa Fedyszyn is one of New Zealand’s successful creative leaders. She is proud to have helped Special win back-to-back Campaign UK ‘Global Creative Agency of the Year’ titles, and for being named Campaign UK Global Creative Leader of the Year.
With a passion for creating impactful work that resonates in culture through its creativity and effectiveness, Lisa has resurrected dead TV characters for their Last Performance via life insurance brand Partners Life, assisted a man with Motor Neurone Disease by selling his belongings through a digital timeline reflective of his deterioration, and saved the nation’s beer from freezing by teaming up with Vanilla Ice to turn telemarketing into a call everyone wanted to answer.
Lisa also created the ‘Most Entertaining Recruit Film’ for the New Zealand Police, resulting in a significant increase in female and diverse recruits. She also encouraged Kiwis abroad to ‘meddle’ in New Zealand elections – leading to a parliamentary shift for the first time since 1938, and she shifted Kathmandu from a brand parents wear to one embraced by their kids, thanks to a Merman and an Owl DJ in ‘Summer Never Sleeps’.
Lisa’s innovative work has received multiple prestigious awards, Cannes Lions Grand Prix and Golds, Multiple Spikes Grand Prix, D&AD Yellow Pencil, Best in Discipline and Gold Pencils at One Show and Gold Effies and a WARC Grand Prix for Effectiveness.
Lisa lives with her dog, Matilda Jane in Tamaki Makaurau. She keeps a spare key under her mat. Feel free to pop in and say hello.
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