Who's it for: World Vision by Sugar & Partners and Exposure
Why we like it: The 40 Hour Famine has become a bit of an institution in New Zealand. So what better way to celebrate its 40th anniversary than by getting an institution of a very different kind, Sam Hunt, on board to show how a bit of first world hunger can help limit third world suffering.
Who's it for: State by Colenso BBDO and Finch
Why we like it: Insurance companies are usually focused on the fixing, but State also wants to help prevent accidents and reward its customers, so, through a bit of filmic trickery, this clever ad manages to show car crashes as an illusion.
Who's it for: Telecom by Saatchi & Saatchi and Curious
Why we like it: State was the last company to polarise (part of) a nation with its 'Break my Stride' singalong. And now Telecom has taken a similarly polarising approach. Whether you think it's naff or brilliant, it's certainly been noticed. And as Bill Bernbach said, "if your advertising goes unnoticed, everything else is academic".