McFlurry: "Buckets" and "Sandals" campaign
Agency: The Vidal Partnership, New York.
Credits: Creative directors: Paco Olavarrieta, Mauricio Galvan. Art directors: Maria Elena Ibarra, Ricardo Rivera
This year's judges were partial to visuals that work almost without words. This campaign, to promote McDonald's McFlurry frozen dessert, casts the fast-food giant's iconic Golden Arches as a found object-either the handles of twin sand buckets or thongs of beach sandals. "We are ready for summer," says the ad.