BEST TV
Favourite: Channel 4 '
The Inheritance'. This idea has several positive aspects. From the insight to the way the text managed to wrap up the film so simply. Of course, I have to mention the production - I really liked the acting, art direction, directing, and editing. Very nice!
Runner Up: Telstra '
Blocking Villains'. Well, this one really got me, since I like this type of humor and retro-futurism. But beyond personal taste, I found the approach interesting and also the way the film was well done.
BEST PRINT
Favourite: Ikea '
Poang'. Ikea's campaign is very funny. It takes something that is certainly part of the daily routine of the region's residents to communicate directly with them in order to announce the brand's arrival. Something that is evidently negative is turned into a very simple joke to understand. I'm sure it brought a slight smile to the faces of the local residents.
Runner Up: KFC '
The Art of Delivery'. This delivery campaign is also very easy to understand. And I'm sure the audience who saw this ad related to it and thought of some real-life moments. I'm certain that next time they will consider using the KFC app.
BEST OUTDOOR 
Favourite: Just Egg '
Finally, Just Egg Has Landed'. Very interesting choice of how to advertise. I imagine people around must have had reactions and curiosity about who was really impacted.
Runner Up: Rockxais FM '
Music Is Everywhere'. The idea is really cool. It's interesting to think that there are many places where iconic photos were taken that are along our path from point A to point B. It gets even better if we cross this information with the duration of a song - which can match exactly with the time we spend in the car. I believe several great examples could be created for this campaign. The choice of art direction is also really nice.
BEST INTERACTIVE
Favourite: Home Centre '
There We Are'. This campaign has a very smart strategy. It shows that Home Centre products are so present in our daily lives that even other brands use them. Instead of simply creating an ad that asks the audience to imagine how they might be used, Home Centre actually shows them being used. Not to mention the great cost-benefit, which generates a positive return for the brand.
Runner Up: Audi '
The TikTok Test Drive'. Sometimes I get the feeling that some brands have ignored the power of video games, still seeing them as something childish. Even though, since 2019, video games have surpassed the film and music industries as forms of entertainment. The scenario becomes even stranger when we think about social media. That's why I find this idea quite interesting. They combined the two worlds in a creative and effective way.
BEST RADIOFavourite: Think Road Safety '
Sucks to be you'. It's a shame that messages about driving responsibly are still necessary. Just as it's also unfortunate to think that what can still make an impact as a message is fragile masculinity. That's why I think this idea has an approach that, besides being different from what is usually seen when this topic is addressed, can also be quite effective.
Runner Up: Bargain Chemist '
Hayfever'. Very interesting choice to communicate in a more humorous way, stepping away from something that could traditionally be said to have a different tone. I also found the voice-over performance to be quite good.
This week's guest judge is
Luis Paulo Gatti, Executive Creative Director and Head of Entertainment at White Rabbit, Budapest.
Lp Gatti led the launch of an In-Game & Sportainment hub in 2024, targeting the South American and European markets, in partnership with White Rabbit.
He began his career in Rio de Janeiro as an Art Director and has worked at major advertising agencies around the world.
His professional journey has taken him to Sao Paulo, Dubai, Berlin, and Stuttgart, before settling in Budapest, where he collaborated with local, regional, and global clients.
For the past ten years, Luis Paulo Gatti has also been a teacher and coordinator at Miami Ad School Brazil / LATAM.
