Private View: Tomaz Mok, chief creative officer, China and VP, Asia-Pacific, with McCann-Erickson Guangming

Anti-drugs: A real daring campaign; so original and so bold. I believe this is extremely effective even though it breaks all the mundane rules of an advertising campaign. In fact, I would suspect that this reaches its target consumers through its uniqueness. This is a great way to communicate empathetically, rather than the more common, official, informative, 'preaching' style.