Bestads Best of the Week Reviewed by Laura Paikkari, ECD / Partner, TBWA, Helsinki
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 Laura Paikkari, Executive Creative Director / Partner, TBWA, Helsinki.
Winner: Hornbach “A Stupid, Useless Board“. Hornbach does beautiful advertising and this one is no exception. A story starring a useless board is nothing but wooden. This film is a lovely showcase of creativity, inspiring to endless creativity. So on brand. And the craft, oh the craft!
Runner-up: Airwallex “Sparks“. This is a very nicely designed soulful film and not something you usually see in this category. It’s a piece you could easily watch way more times than one.
Winner: One Ocean & World Surf League “Six-Pack Turtles“. This ad has a clear visual insight and creative although it does feel familiar. However, a good idea is always a good idea.
Runner-up: Honda “Mochila“. It’s a solid entity with a good visual to pay tribute to all the hard-working mums.
Winner: Duoprint: “Safety Ads“. I love a creative idea that delivers on this many levels. Real impact is what we are all after and if these ads are really bringing results, I salute the team who created them.
Runner-up: Autoglass “Somethings Can’t Be Replaced – Cyclist“. There is beauty in simplicity and this one has an impeccably clear creative insight and execution. Sometimes all you need is a small crack to deliver a big idea.
Winner: The Women and Men Progressive Movement Foundation (WMP) “Second Chance“. I think this bold and creative execution of resurrection brought the important message to life with the impact it deserves, that giving a second chance to an abuser might be your last. Great AI craft, compact narrative and overall a solid case.
Runner-up: adobo x LIA Young’s Competition “AI SmackDown“. What an inspiring combination of AI and creativity, reminding us about the irreplaceable value of human craftsmanship now and in the future.
Winner: Newcastle Permanent “Head & Heart“. Good copywriting and closely linked to the brand. Head & Heart approved is overall a nice concept.
Runner-up: New World “The Sausage Aesthetics Judge“. I believe this has been a successful campaign and surely a source of national pride. A very easy and lovely listen.
Laura started her career as in the industry as a copywriter around 20 years ago and has since then worked for the majority of Finland’s notable brands. There are quite a few for a small country.
As a Creative Director she has led her teams to gain recognition in most major competitions including Cannes Lions, Euronext, One Show and Effies.
Laura still believes in the power of good advertising, especially the kind that earns its own media. In a world full of noise, only the sharpest work is worth doing.
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