Client:

Discovery Channel

The Judge's verdict

"Great ads are all about choices. That's why creative teams working on the same brief rarely come up with the same idea. They make different choices."

"This ad for the Discovery Channel could have gone in so many different directions. It could have been more "sensational". More "tabloid". Out to shock. But of course it doesn't do any of that. Instead, it's quiet. Respectful almost."

"Its subject is as emotionally charged as it gets, a documentary about September 11th, and yet there's no sense that the creatives have tried to exploit that fact. It doesn't try to manipulate you. Only make you think. And that's what all great ads do."