Who's it for: Ministry of Justice by M&C Saatchi and Curious Films
Why we like it: People tend to switch off when the government gets preachy. But they might start listening if you show them some of the consequences of their actions—and Mr Fines is the right man for the job when it comes to getting fine dodgers to start paying up. Extra points for the googly eyes from the guy on the couch. Some of the best we've seen.
Who's it for: OPSM by Saatchi & Saatchi Sydney and Exit
Why we like it: The Aussies took care of this one, but it's focused on Napier and some of its spectacle-wearing inhabitants. Nice to see the brand focusing on a few of its customers and how its products are used in the real world (and there are a few more local stories here).
Who's it for: One Percent Collective by Mark Albiston/The Sweet Shop
Why we like it: It's completely mad (and it features a child getting run over by a car), but its heart is in the right place and rather than attempting to guilt people into donating, it shows the charity's ethos—lots of little acts turning into something big—in an interesting way.