Round 5 of 8: January

Judge: Claire Morrisey

Creative Director, 72 AND SUNNY LOS ANGELES

"I purposely made this brief a challenging one, and many of you rose to the challenge.

The ideas played in similar territories, but the really great ones stood out in both their strategic thinking, and in the rough creative thoughts that went along with them. Every winner rung the bell in two categories:

It was motivating—it had the potential to stop someone from opening the Uber app and make them think about calling a cab.
It faced the reality of the situation head on: the Taxi Commission 'client' is a poorly-funded underdog. The winners stayed away from making any outlandish assumptions (like a sudden windfall of cash from nowhere to outfit an entire city of taxis in substantial ways).

One place I'd encourage all of you to push is your creative executions. Ask yourself how you can twist a piece of work to be surprising and delightful, as well as smart. Smart can border on boring if you don't put a unique creative lens over the message.

Thank you to everyone who participated, and congratulations to all of the winners."

- Claire