The Winners: Out-of-home

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McDonald's Corp.'s

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.

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