Bestads Best of the Week Reviewed by Charlotte Adorjan, Executive Creative Director, TABOO
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 Charlotte Adorjan, Executive Creative Director, TABOO.
Winner: Monzo ‘Get Busy Living‘ is a breath of advertising fresh air. A big platform idea (remember those?) that can be executed for many years to come, with films crafted with real care. I’m a sucker for an idea that can be told in one single shot too. Lovely.
Runner up: Swisse ‘HYSTERIA‘. This feels like it’s straying into the territory so brilliantly set up by Bodyform/Libresse, playfully pointing out the ridiculous way women’s health (and periods) have been so woefully dealt with throughout history. And although it doesn’t quite hit the brilliance of that work, (likely thanks to not having quite as much budget) it’s really fun, got my attention and felt like it’s the beginning of a great space Swisse is playing in.
Winner: Jeep Avenger ‘Surprisingly Silent‘. Just when you think there are no ideas left in the ‘surprisingly silent’ creative territory space, along comes three skunks caught taking a bath. Funny. I have no idea what the car looks like, but maybe that’s not as important than what it sounds like. Or more to the point, doesn’t sound like. Either way, I chuckled at this.
Runner up: Mercedes Benz ‘Spin‘. Again, no car to be seen, but I feel like this evocative image does a nice job bringing to life the new 360 degree turning capability. I’d love to see a campaign of these. Not all breakdancing, but other ways of bringing 360 spin to life in a human way.
Winner: IKEA ‘The Best Seat‘. Lovely and simple, nicely designed. Just like a piece of IKEA flat pack furniture.
Runner up: PYCCA ‘Little Toe Insurance‘. I really didn’t want to like this because good Outdoor shouldn’t need to come with a case study to explain it, but I like the thinking behind this, just left field enough to be category (and toe) breaking.
Winner: Samaritans ‘Donate your voicemail‘. Utilising people’s voicemails to let people know that no call goes unanswered by Samaritan’s 24hr line is a really lovely repurposing of an existing messaging opportunity. The outdoor being unbranded is cool. I hope it’s one of those ideas that really works and does the job it needs to do. And not just be one of those ideas that adfolk love.
Runner up: Heineken ‘Second Serve Ticket‘. I love how this idea rewards superfans, reactivating old tickets to Us Opens so the people who kept them as souvenirs can be rewarded. I clink my beer to Heineken for tapping into the power of fandom and loyalty. I have no clue if anyone will still have their old tickets, (do digital tickets also count I wonder?) but maybe participation isn’t everything. Acknowledging the superfan is all they needed to do.
Charlotte Adorjan is Executive Creative Director at TABOO, an independent creative agency in Melbourne.
After more than 25 years in the industry, including 17 years at AMV BBDO London, she remains obsessed with the power of creativity to change behaviour, build brands and improve lives.
Alongside her creative leadership, Charlotte is a vocal advocate for more flexible, inclusive ways of working that help women, carers and neurodivergent talent thrive. She believes the best ideas come from people who feel able to bring their unique selves to work.
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