Who's it for: Auckland Transport by Work Communications
Why we like it: Eyes are said to be the windows to the soul, and AT has taken this concept and interpreted it in a simple yet harrowing way. The 20-second video uses colour in an effective manner, utilising green, orange and red not only as a reference to the traffic lights on the roads, but the moods we automatically associate with those primary shades. The sudden juxtaposition of the child's innocent blue eyes at the end makes for an efficient display of the use of colour, editing, sound and expression.
Who's it for: Air New Zealand by Host Sydney
Why we like it: Plenty of brands got in on the action this Mother's Day, but Air New Zealand stood out with this sweet-spoken spot where children thank their mothers for some not-so-sweet aeroplane antics. It's an experience that every parent who's ever travelled with a screaming, restless child can relate to, and with the brightly-hued, pastel graphics, it adds an attractive charm to the grinding work that mothers do.
Who's it for: New World by Colenso, Foodstuffs and NZME
Why we like it: New World also stood out for Mother's Day this weekend by doing something more than just another ad. Foodstuffs group brand director Jules Llyod-Jones worked with the teams at Colenso and NZME to give the mothers at New World a day of pampering while their kids (pretended) to take over the work responsibilities for a few hours. In addition to celebrating Mother's Day, the spot also ties in nicely to New World's over-arching brand objective to make New Zealand a happier place to live.
Who's it for: Genesis Energy by JustOne
Why we like it: Like a game of Super Mario, Genesis is getting the word out about its Fly Buys partnership with levitating orange coins that ping with every move. Sure, it's not very hi-tech, but it certainly gets the straightforward message across that more energy means more points. Who knew making pancakes was such a lucrative endeavour?
Who's it for: HSBC by JWT London and The Sweet Shop
Why we like it: While the creative concept was developed by an international agency, the endearing story of a father and daughter came to life under the deft directorial touches of The Sweet Shop's Louis Sutherland. A great soundtrack coupled with some epic deep yawns tells a short story that really pulls at the heartstrings. Also, it's nice to see a single dad presented as a capable parent for a change.