President’s Pick: Amy Ferguson, Social & Influencer Lions

I love this work because it seized a huge cultural opportunity in a simple, bold and relevant way. PedidosYa owned the conversation around the World Cup trophy coming to Argentina by leaning into what it already does for people: notify them about their delivery. It just used the behaviour in a surprising and clever way. And the fact that it only sent a single push notification? BRILLIANT.

I have a soft spot for stupid creative ideas that take their stupidity very seriously. And I mean stupid as a compliment. This Heinz work does it perfectly. It’s a pretty absurd problem, treated with a tongue-in-cheek seriousness that’s very charming. It’s also a fact that many other brands had overlooked, which is refreshing when we’re so focused on being of the moment and culturally relevant. You can take something old and put a new twist on it.

Apple ads never feel like ads. Instead they’re pieces of actual entertainment that people seek out, enjoy and post about. The lesson here is that the product and brand are just characters in this funny, pop culture story about Timothée Chalamet pining over an Apple TV+ series. Such a funny premise, crafted perfectly.

Trying to get adults to eat more Goldfish is a fun, interesting brief. And this silly and joyful social challenge is a wonderful answer. It’s entirely built around a product truth, and like all good social, it makes you want to join in. It’s a reminder to always look for something joyful and truthful in the product you’re advertising.

The sports marketing space is so crowded, and everyone circles around the same themes. I really appreciate the boldness in going against the grain here and claiming a space that is relatively new: mental health and its relation to sports and fitness. Brands should always be trying to say something distinctive, especially in highly competitive categories. And the topicality of the mental health conversation made it more meaningful.