Bestads Best of the Week Reviewed by Haylie Craig, Global ACD, Our LEGO Agency, LEGO Group, Denmark
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 Haylie Craig, Global Associate Creative Director at Our LEGO Agency, LEGO Group, Denmark.
Winner: Andrex “Push Like You’re Pooing“. No one wants to poop themselves. But imagine one day you have half a chance of that happening and it happens in front of your loved ones and also medical professionals. That’s what 75% of people who can give birth fear – that they will poo themselves during labour. I hope this film helps more people learn that this is okay and you have nothing to fear. It’s just poo. And in the end it won’t matter. This film does a lovely portrayal of that. I won’t experience this event in my life time but it was great to have the authentic validation from birth parents at the end of the film and also switch cinematography treatment styles was a nice touch.
Runner up: Steadfast Stationery “Don’t Look Up“. Just watch it and you’ll see why it is runner up. I don’t want to give away any spoilers. A plot twist for sure.
Winner: Less Mess Storage “Cluttersaurus“. Everyone has too much stuff. It’s a truth we don’t want to admit. This print ad is a simple visualisation of that. When it gets out of hand. Combined with the Less Mess Storage logo it’s easy to understand at a glance.
Runner up: Subway “Subway is Typing“. Selling meatballs is hard. But selling them after they’ve been off the menu for past 6 years in UAE… even trickier. Nice simple way to reveal that they are coming back.
Winner: VitaKeratin “Where is Fyang?“ So cool that this came from leaning into internet meme culture and within a short time frame. But also with purpose. The hair care brand and Fyang didn’t feel forced. And the execution is simple and clean.
Runner up: Jupiter “Aluminium Billboards“. Such a great opportunity spotted. Not overcooked in its execution. Making a moment out of nothing and 100% showing the product.
Winner: Heineken “Fan Volunteers“. Great loophole find but even greater idea that benefits the communities that need volunteers and participants get a double dopamine hit of seeing the football games and helping. Hope Heineken is flooded with Fan Volunteers.
Runner up: Google “Google Prism“. Love the simplicity and use of AI with purpose and the ability to see the benefits instantly. Hope the students who would benefit from this can find it and use it. School is hard enough on its own, let alone navigating colour blindness as well.
A queer, non-binary award-winning creative, Haylie thrives at the intersection of creativity, technology and human-centred solutions, using fresh perspectives to tackle complex business and societal challenges. Driven by curiosity, they consistently question the norm and challenge “the way it’s always been done”.
Currently serving as Global Associate Creative Director at LEGO Group, Haylie was previously Creative Director at Colenso BBDO, Senior Art Director at Google Creative Lab, Senior Art Director at We Are Social, and has worked across a range of leading creative environments.
Their work has been recognised by Cannes Lions, D&AD, Clios, The One Show and more.
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