Seven Fennels and Raspberries

Every awards organiser has a dark secret. I know. I used to be one. It’s that 90% of the entries never stand a chance and not just because the very best will blow them out of the water – although that’s true as well.

Why is it that judging is such an odd (albeit rewarding) experience?

Khede Kasra – Leo Burnett, Beirut The Hariri Foundation One small underscore can change a word from masculine to feminine. Can that mark change a whole society?

The $100m press ad – DraftFCB Shimoni Finkelstein, Tel Aviv Gindi Holdings A simple insight and, for the client, kerching!

What’s the Greatest Song Ever? – The Jupiter Drawing Room, Cape Town Musica When a group of deaf children were given the gift of hearing, the first thing they heard were the world’s greatest songs.

Throw us a bone – Mark/M&C Saatchi, Sydney Sydney Dogs & Cats Home Rather than ask Sydneysiders to get out their wallets, Frankie asked them to get out their mobile phones and donate.

The creative vehicle is an animated double act. The Blue character represents quality. He’s what you’d expect from Zurich; mature and responsible.

A smart media idea, turning the cover of the magazine into postcards, as well as a powerful communications idea designed to stimulate creative thinking.

Every week of the year there’s a ‘Win a Car’ promotion and here’s another one – but this time with an idea and a bit of wit.

NIVEA has been behind some of the dullest advertising in Britain. Then this campaign by Draft FCB London comes along.

This installation for HELP had a very profound effect on the many who saw it and won an EFFIE.

Politics in Austria seemed to have become a game for the politicians. Kurier, Austria’s leading newspaper, decided it would invite the citizens of the entire country to play the game as well. The message was, “The Game, The Players And The Rules - Everything about the election, daily in the KURIER.

The charitable status of the Hoxton Apprentice is what really makes it stand-out from the rest – so the agency looked for a creative solution that would highlight this. They created the concept of the Guilt Free Lunch, because all the money you paid for your food would be going straight to the Charity Training For Life.

The ALS Association of Greater New York holds a benefit dinner each year in aid of 'Lou Gehrig's disease'. ALS concealed a weighted page within the programmes placed on each chair at the dinner, to draw people's attention to the ad as well as the debilitating effects of the disease.

A guerrilla action for the charity event ‘Music for Life’ involving a thirsty black boy running onto prime-time television programmes and glugging down the host’s glass of water

A national TV campaign designed to promote reading to children.

An entertaining, multi-channel direct response campaign that dramatises the idea of accident preparedness, and shows that with Nationwide you can be truly ready for the unexpected at a good price.

A 30-second radio ad with an ultrasonic frequency (at 20,000Hz) mixed under the voice-over - a sound that humans can’t hear, but dogs can.

An insert that pops up when the page is opened to draw people's attention to Millets' range of tents.

A blank double page ad enabled with an audio gizmo that talks at you when you open the page.