High Five Immortal Contenders: Manuel Bordé on USA

Change The Ref uses powerful storytelling to disrupt the gun control debate in the USA. The not for profit organisation gives survivors and gun violence victims a voice to help lead the way to change. It is a beautifully crafted and emotionally driven count of the lives lost, and a peaceful way to force pro-gun legislators and proponents to face the consequences of their decisions. It is sure to be recognised for its bravery in the upcoming award programs.

A sustainable product design always has a way to prove how creativity can be used for good. This simple construction replaces the plastic pill bottle and was launched as open-sourced so that any pharmacy can reconstruct it for a healthier planet.

If there is a brand out there that has cracked the code on reaching the tightly-knit gaming community, that’s Wendy’s. Consistently taking it to the next level, reaching gamers without feeling like an intruder. Its newest engagement saw the brand partner with Uber Eats to offer meals of five popular Twitch streamers while they stream games of their choosing for prizes - and joined by the ultimate gamer, Wendy. Engaging and playing alongside their audience, and becoming a Twitch celebrity - it’s as authentic as it gets.

Everything about this film is so powerful: what is said, how it’s said and when it’s said. Beautiful craft from art direction, to scriptwriting, to casting, to soundtrack. The best film of 2020 doesn’t feel like a brand film at all.

This brightly-coloured campaign is forward thinking and inclusive as the app touts its expanding identification options. But these ads are more than eye-catching. The playfulness strikes a great balance of demonstrating its position while helping make progress towards a more equitable world.