Bestads Best of the Week Reviewed by Hermeti Balarin, Joint-CCO, Wieden + Kennedy, London
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 Hermeti Balarin, Joint-Chief Creative Officer, Wieden + Kennedy, London.
Winner: AXA ‘Improbable Risks‘. Lovely premise and really watchable performances in both films. Insurance is not an easy product to advertise, so I really admired how entertaining and easy it all felt.
Runner-up: Animal Libre ‘Cruelty Free‘. There’s some pretty good vegetable cruelty action in there to prove the point they’re making. Funny, slightly uncomfortable and memorable. It gets the idea across without over-explaining it.
Winner: Guinness ‘Lovely‘. I love how little there is. The harp becomes the V in “Lovely”, and that’s basically the whole thing. No logo. No explaining. You just know exactly what it is. I’m always in favour of brands trusting the memory structures they’ve built over time. Showing less can actually make the connection feel stronger.
Runner-up: Irish Independent ‘The First‘. Such an arresting image. A worn, bandaged boxer’s hand after a fight with one finger raised for the five consecutive world titles. Then the stat does the rest. It feels like a great old school print ad. Strong image, strong copy, a proper one-two punch.
Winner: Savage X Fenty ‘Shadow‘. Really clever and really simple. It feels truly out of home and the visual is instantly arresting. What I like most is that there’s no heavy-handed strategy sitting on top of it and no executional constraint making the idea work too hard. It just lands immediately. Sharp, confident and really well judged.
Runner-up: AdPower ‘Love Letters‘. I really liked the idea of talking to brands in public. It’s smart, funny and a bit unexpected. The writing and the placements make it feel personal and memorable without trying too hard.
Winner: Visa ‘Tip to Tap‘. Clever use of NFC tech and, more importantly, it actually does something useful. It lets people put money directly into the pockets of the workers themselves. Simple idea, simple interaction, real impact.
Runner-up: IKEA ‘KALLAX Storageborn‘. Silly and fun way to sell to the gaming crowd. Turning an awkward storage chest into part of someone’s quest is such a stupidly fun idea. It understands the audience and makes a very familiar IKEA product feel fresh.
This week’s guest judge is Hermeti Balarin, Joint-Chief Creative Officer, Wieden + Kennedy London.
As the joint CCO of Wieden + Kennedy London, Hermeti Balarin leads the office’s creative output, alongside his partner Ana Balarin, by helping brands like Nike, Heinz, Ford and Absolut find their voice in modern culture. Their approach is rooted in the belief that joy precedes great work, a philosophy that has defined their career for the past 20 years and across two continents.
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