1. Kiwi Care - "fly"
This campaign for Kiwi Care's No Bugs insect spray won the Grand Prix for best press and outdoor at Cannes this year. It shows a fly's compound view of the last thing it will see before copping it: a can of No Bugs.
Country: New Zealand
Agency: Grey Worldwide Auckland
Writers: Todd McCracken, Noah Marshall
Art directors: Todd McCracken, Joe Harris
2. Levi's - "man"
A man's face designed from a composite of Levi's off-cuts conveys that Levi's are "cut for you" in an original and visually arresting way. The execution is superb and must have turned millions of Brazilian heads when it was plastered all over the country's poster sites. A second execution depicts a girl's face.
Agency: Neogama BBH
Writer: Isabella Paulelli
Art director: Marcio Ribas
3. Dat Backhaus Bakery - "poppy seeds"
This poster for Dat Backhaus Bakery conveys the message of tasty bread economically and simply. The bakery's bread is so delicious that you'll want it as a filling too, so a slab of rye is the unusual choice of sandwich filling for a poppy-seeded roll. The copy simply reads: "Really good bread." Not one for the industry's Atkins dieters.
Agency: Springer & Jacoby Werbung Hamburg
Writer: Claudia Becker
Art director: Annette Steffens
4. Fundacao Eye Care - "Braille"
Some 200 people lose their eyesight in car accidents in Brazil every year, so Almap BBDO wanted to persuade people to belt up rather than go blind. This unorthodox and colourful treatment uses a human face as a blank canvas, with the eye becoming a woman's mouth. A speech bubble says: "Buckling up is much easier than Braille." Other ads in this campaign use a similar tactic to warn of eye damage from over-exposure to sunlight and accidents with fireworks. Typically Brazilian in its bizarre, daring approach.
Agency: Almap BBDO
Writer: Dulcidio Caldeira
Art director: Cesar Finamori
5. The Design Firm - "Toblerone"
To advertise its design credentials, these spots show the power of design by showing the shape of a product, but with no brand name. In this particular ad, it's clear it's a Toblerone by its distinctive shape, although it offers you no other clue. A similar thoughtful treatment is given to Pringles, Chanel and Coca-Cola.
Agency: Cathedral The Creative Centre Madrid
Writer: Nacho Guillo
Art director: Gloria Linaza
6. Cancer Patients Aid Association - "cancer cures smoking"
Packets of cigarettes in the UK this year have started to carry messages such as "smoking kills". But "cancer cures smoking" is more subtle and infinitely more powerful for what it doesn't say. How does cancer cure smoking? Death.
Agency: Ogilvy & Mather Mumbai
Writer: Pushpinder Singh
Art director: Sagar Mahabaleshwarkar
7. Guinness UDV/anti-drink driving "double vision"
Two simple circles are shown in this ad: one is a bottle top for Guinness, the other is a hole for a car key. "Should you really be driving?" the bottle top asks. A simple creative idea that gets straight to the heart of the matter.
Country: South Africa
Agency: Saatchi & Saatchi Cape Town
Writers: Slade Gill, Mark Mason
Art directors: Mark Mason, Slade Gill
8. Jubilee Debt Movement - "slavery"
The Jubilee Debt Movement is campaigning to put a stop to Third-World poverty. This striking ad, adorned with images of empires built by slaves and long since dismantled, screams the question: "What exactly is the wage bill for 50 million slaves over 400 years?" A second ad, also in the long-copy tradition, states "the price of rubber in 1885" and shows a black hand being severed. Hard-hitting stuff from TBWA South Africa.
Country: South Africa
Agency: TBWA Hunt Lascaris
Writer: Cathy Thomson
Art director: Paul Warner
9. Salvation Army - "Joao"
Reminiscent of BBH's Barnardo's work, which showed babies and children as drug abusers in their later life, this spot appeals to people not to look through the homeless sleeping on the streets at Christmas as if they don't exist. So we have 70-year-old Joao on a park bench, Miguel in a doorway and Maria on a public stairwell. Except they're not there as we're afraid to address their existence.
Agency: J. Walter Thompson Lisbon
Writer: Rui Soares
Art director: Pedro Magalhaes
10. Medicos Sin Fronteras - "purple meningitis"
"We are fighting another war," this striking poster from McCann Madrid says. It shows purple meningitis up close and personal. The execution treats the charity Medicos Sin Fronteras' fight against meningitis in Africa, where one in three children dies before the age of five, as a battle scene. This ad is an appeal to rally the troops to help it fight its battle. Also in the series are the HIV virus, dysentery and pharyngitis.
Agency: McCann-Erickson Madrid
Writer: Isabel Lopez
Art director: Vanessa Sanz