Bestads Best of the Week Reviewed by Karla Calheiros, Creative Director, VML Czechia
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 Karla Calheiros, Creative Director at VML Czechia.
BEST TV
Winner: Beefeater’s ‘Virtual Insanity‘. Thirty years later, we finally find out what Jay Kay has been reaching for all this time: a bottle of gin. It’s a great idea, but the film itself is also beautifully done. The choreography, the sets, the way the world keeps getting bigger. And it fits the 0.0 proposition perfectly: you can keep going and see where the night takes you.
Runner-up: Roojai Online Insurance ‘Do Not Take Risks Without Kangaroo‘. I like how they found such a simple and funny way to bring all the different things they now cover to life. Each scenario is nicely dramatized, without ever feeling like a boring list of services.
BEST PRINT
Winner: DHL ‘Safety Has a Courier Azteca‘. I liked the fresh take on protection, without falling into the usual fragile-box cliches.
No runner-up.
BEST OUTDOOR
Winner: Paddy Power ‘Wheel Clamps‘. This is brilliant. Putting jokes on wheel clamps, exactly when someone desperately needs a laugh, is such a clever use of context. So simple and funny. It barely feels like advertising.
Runner-up: Banco Pichincha ‘Password Goats‘. I liked how it uses football to turn a pretty boring topic into something people actually want to talk about. Replacing the players’ names with asterisks is such a simple way to show the problem with using your name as a password.
BEST INTERACTIVE
Winner: St John WA ‘Here to Help with ads‘. Telling people exactly how to skip your own ad is such a simple and funny way to bring “Here to Help” to life. It respects the audience’s time and, ironically, probably makes them pay more attention.
Runner-up: Inclusively Made ‘Inclusivelymade.ai‘. AI bias is such an important problem to tackle, especially now that AI is becoming part of almost everything we make. I like that this tool catches it right at the start of the creative process, before those biases make their way into the final work.
Karla is a Brazilian copywriter who has spent the past 16 years making ads, moving countries and trying to find the nearest decent beach.
Her career has taken her from Brazil to Germany, Slovakia and the Czech Republic (ironically, nowhere near a beach), where she is now a Creative Director at VML Prague.
She cares about the work more than is probably healthy. On the bright side, this has led to 50+ international and regional awards, including seven Cannes Lions and the Czech Republicâs first-ever Cannes Lions Grand Prix, plus recognition at D&AD, The One Show, Clio and Eurobest. She has also served as Jury President for the Czech Young Lions and as a jury member for the New York Festivals.
Karla likes simple ideas, kind people and creative rooms where nobody takes themselves too seriously. A proud mother in a rainbow family, she now saves some of her best stories for her two-year-old. Most take place at the beach.
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