|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Agency: BMF Australia
Melinda Kerr, creative director, PwC:
The Aldi campaign is just endlessly enjoyable. Irreverent and fun to watch. What makes it so strong is that it's a genuine category disrupter, and we don't see enough of that these days. This commercial in particular is so minimal in its edit and staging it gives the humour time to breathe and be enjoyed. Being understated takes courage from the agency and especially the client. It really is good, different.