Maria Todorova: Direct and Outdoor Lynx 2024

This is direct marketing done right. A 100% locally relevant idea, it uses science and research to genuinely solve a problem. I admire work that is deeply rooted in people’s lives and beliefs, especially when the solutions are tangible and comply with people’s needs. It proves that putting people first should be a brand’s primary mission.

This is my personal favourite. It's an immediately recognisable piece of work. Using high-quality thermal fabric in durable, waterproof OOH vinyl to build tents is both simple and ingenious. Mobilising a team and organising donations of vinyl within 48 hours is amazing. VML and JOOD's innovative solution has been crucial in saving lives, showcasing how the creative industry can make a difference during tough times.

This addresses a clearly defined problem with simplicity. Transforming a sports store into a hotel during the Cricket World Cup final is both emotional and functional, driving people to the store while fostering a strong connection between the consumers and the brand. It exemplifies a genuine brand experience with significant PR potential.

It’s crucial not only to identify insights but also to communicate them in innovative ways. Finding a lesser-known problem while raising awareness of the prevailing perception of the desert as devoid of environment was the basis for success. Embracing 3D technology is vital for minimising waste and environmental harm, and I appreciate the use of recycled materials to print the 3D camel. Our industry must leverage contemporary tools to execute projects efficiently.