These are the campaigns and projects that stood out to me the most during the award shows. Every night I would take pictures of the ones I loved, looking back, I practically took pictures of every single one. I could have added a lot more, but here are 10 I wanted to feature. Each one was out-of-the-box, insanely creative, and just honestly cool.

Award Shows

#1 AIRPODS PRO 2 HEARING AID FEATURE – APPLE (APPLE CUPERTINO)

This campaign won gold, and it was well deserved. The emotion you feel while watching it is powerful, my eyes were even tearing up. It featured a real deaf father and his family, and you could truly feel the genuine emotion radiating from the video. I think it’s amazing how far technology has come. AirPods are now capable of changing lives and entering the health field. They can be used for hearing tests and as hearing aids.

#2 U UP? – IKEA (RETHINK TORONTO)

U up? Because this campaign was up there, it won gold. It’s a perfect example of comedy used in advertising. Using the classic “U up?” text, usually meaning “sexy time”, to sell a mattress? It was also clever that they sent these texts at night, proving you can’t sleep and showing they have the solution.

#3 ERASE VALENTINE’S DAY – MONDELEZ INTERNATIONAL (OGILVY MUMBAI)

This campaign won gold. I honestly love how petty and absurd it was. Traveling to different time zones just to avoid Valentine’s Day is totally insane, but in the best way. It’s bold, ridiculous, and amazing.

#4 [PHARMA] MAKE LOVE LAST – VIATRIS (OGILVY SHANGHAI)

This won the Grand Prix. As I was watching it, I got emotional. It was such a beautifully made time-lapse with colors and with the music. I felt the love in it. It was a moving way to portray memories and connection. I didn’t even realize it was for Viatris until the end.

#5 BRIAN COX GOES TO COLLEGE – UBER EATS (SPECIAL US)

This campaign won Gold, and I thought it was a great way to show the discounts college students get from Uber Eats in a comedic, relatable way. I liked how straightforward and lighthearted it was to watch, I ate this up.

#6 MISSED BIRTHDAYS – ITV X CALM (ADAM&EVEDDB LONDON)

This won the Gold. It was another emotional one, focusing on suicide prevention. Hearing the mom narrate the story about her daughter was incredibly moving, you could feel the pain in her voice, which made the message more authentic and powerful.

#7 [PR] LUCKY YATRA – INDIAN RAILWAYS (FCB INDIA)

This campaign won Grand Prix, and I thought it was a great way to show the discounts college students get from Uber Eats in a comedic, relatable way. I liked how straightforward and lighthearted it was to watch, I ate this up.

#8 GULF OF MEXICO BAR – TECATE (LEPUB MEXICO CITY)

This won Gold. I loved how brilliantly over-the-top it was, and for very good reason. This was an amazing idea, taking a stand against the “Gulf of America.” The execution was bold and totally unforgettable.

#9 WINNING ISN’T COMFORTABLE – NIKE (WIEDEN+KENNEDY PORTLAND)

This campaign won Gold. I loved how real it felt, it showed the reality behind running, especially the struggle that comes with it. I think more people can relate to this than to the typical videos that portray running as joyful or on the idea of a “runner’s high.” Most people feel the pain that comes with running, and this campaign did a great job of showing the uncomfortable in a comfortable way. They romanticized the pain in the perfect way.

#10 THE HIDDEN EYE TEST – 1001 OPTOMETRY (VML SYDNEY)

This won Gold. I think this is a creative way for people to make a personal connection to the campaign, by seeing hidden messages based on their eyesight level. It’s really cool way to inform people.