Maria D’Amato, executive creative director, GSD&M
Nothing made me more jealous this year than seeing the cast of Mean Girls reunite for Walmart. The references went deep, as did the cameos. I think the teams behind this work may have actually made fetch happen, and for that, I will be forever jealous.
Makro | ‘Life Extending Stickers’ by Grey Colombia
Angélica Galvis, vp head of art and design, VMLY&R Commerce
It is just a simple sticker, but this idea showcases how brands can create new customer habits and ideas using consumer insights. It exemplifies the perfect harmony of form and function in design, demonstrating how simplicity can inspire creativity. The concept from the Dutch-owned cash-and-carry wholesaler and Grey Colombia created stickers featuring recipe suggestions crafted to the degree of ripeness of fruits and vegetables.
Hoka | ‘Fly Human Fly’ by Anomaly
Joey Hunter, CCO, Entropico
As a lifelong lover and hater of running, Anomaly’s “Fly Human Fly” film for Hoka was a huge source of inspiration for me this year. An infinitely simple idea paired with incredibly ambitious technical production makes me want to go for a run, then sit down and try to make a great ad. Above all it’s just really fun.
Orange | ‘The Bleues’ Highlights’ by Marcel Paris
Atit Shah, chief creative officer, Digitas NA
In an age of dystopian deepfake AI terror (well warranted, by the way) comes a beautiful glimmer of hope in service of the beautiful game. I love how powerfully this idea illuminates the gender bias of fandom, how elegantly woven in the tech is, how at the breakneck speed of sport our worldview changes. Epic work.
Chipotle | ‘Napkin Holder’
