Bestads Top 6 of the Week – reviewed by Josh Rogers, CD the Americas, Imagination, New York
TV Winner: Orangina: I’m actually from the Planet of The Animals, where Orangina is actually used as everything. So this is just a really terrific product demo. Might have cut it a little differently, but I’m really jealous of the slow mo shampoo closeup and the sexy locker room and car wash scenes. Very memorable.
TV Runner-Up: Mars Bar: Just a good old fashioned simple idea, very well executed, that makes you question all your values.
Print Winner: Leica: What a simple idea. In demonstrating the power of a product feature in a clever way, a brand starts to own a whole color. Nice, smart and confident.
Print Runner-Up: Post-it: Call me a sucker for simplicity, but I’ll take an idea over photography any day, especially when that idea technically has a call-to-action as an organically occurring headline.
Outdoor Winner: Romanian Traffic Police: I really admire the ambition of this effort. Everything can be interactive, not just digital! It clearly got people to engage, and I just hope there weren’t a lot of callers leaving the parking lot in their cars.
Outdoor Runner-Up: Land Rover: Nice simple idea. I’d love to see more executions, especially ones that show an obstacle that actually needs to be “overcome,” rather than “twisted through.”
Interactive Winner: M&Ms: A CG character who lives in the real world gets lost in the digital one, only to be found by real people in the real world, using digital mapping. Very smart and easy to use, and almost as addictive as m&ms themselves.
Interactive Runner-Up: Sony: Someone should get a major award just for getting Jean Claude Van Damme (tricking him?) to appear self aware. Great idea, nice juicy site with plenty of interesting interactive offshoots to keep you hanging with the muscles from Brussels for a while.