Pikasso d'Or, 2025 edition

The Pikasso d'Or is among us again. 2024 edition was a rather good one, 2023 edition was a disaster. This year, there are the bright spots and the meh. How Omo was not Pikasso d'Or rather than a Pikasso d'Argent is literally robbing them of what was rightfully theirs - with all due respect to the jury this year. Pimo pulled a masterstroke, and I for one congratulate them on the output. Which brings us to the Pikasso d'Or itself for Almaza - not a disastrous campaign but not sure it merited the top award. Still, Massaya Lebanon (by the department) was beautiful and a total swoon, and Joe Fish went out with a lovely one for Abed Tahan. Mink as always excels with L'Orient Le Jour (again robbed of a better award in my opinion). Please see all the winners here.

 

Massaya - a solid concept for a lovely ad

Dear brands doing idiotic work that makes no sense. Please look at Massaya! All it takes is a solid concept and the rest takes care of itself. The concept you ask? 1/3 Arak 2/3 water - which is the ideal glass calibration. Once you have this product-related concept all else falls into place. 1/3 blaming, 2/3 kissing. 1/3 lunch 2/3 farniente. 1/3 land 2/3 know-how. Then the line "kesna" (salute!). Again, it does not take much to do a wonderful product-related ad instead of dipping everything into idiotic "creativity". Please see the ad here.