The headline in Russian has a play on words: the first meaning is 'outplay your life' and at the same time it means 'change your life'. TBWA\Moscow, The Russian Chess Federation, with the support of Anatoly Karpov and the Federal Penitentiary Service of Ryazan have come out in support of prisoners already on the road to rehabilitation and hosted a chess tournament between several prisons. The finalists have been given a chance for early release. The idea of a prisoners’ chess tournament was developed by the creative agency TBWA\ Moscow, on the request of the Russian Chess Federation. The concept of the campaign is communicated in the slogan, “Play for your life”; participation in a chess tournament as a way of receiving a letter of recommendation. TBWA\ Moscow developed the campaign based on the status of chess as an intellectual sport, one that makes the player think several moves ahead and assess the likely outcome of his decisions. These qualities form an essential part of the rehabilitation process for those in correctional facilities. Any prisoner, regardless of their level of experience, could participate in the tournament. The only condition for entry was a desire to turn their lives around and engage in the rehabilitation process. All short films were shot on location in the Pre-trial Detention Centre, which helped communicate a real idea of the prisoners’ daily environment. Digital advertisement created by TBWA, Russia for Russian Chess Federation, within the category: Recreation, Leisure.

Film advertisement created by BBDO, Italy for Sognid'oro, within the category: Non-Alcoholic Drinks.

Wael Goma is the captain of the Egyptian national soccer team that failed to qualify to the World Cup after a harsh 6-1 defeat against Ghana. He is our version of Carlos Pouyol or Jaap Stam. Film advertisement created by FP7, Egypt for Coca-Cola, within the category: Non-Alcoholic Drinks.

Director / Editor: P.R. Brown Digital advertisement created by VSA Partners, United States for Mack Trucks, within the category: Automotive.

Digital advertisement created by Sell! Sell!, United Kingdom for Racing Post, within the category: Gaming.

Campaign Site: http://www.porsche.nl/blindtrade From the 3rd of March onwards, car owners can trade their current vehicle for a brand new Porsche. After merely one week, more than 10,000 people have responded to the call. This is quite remarkable, since they will only know afterwards which model they offered their current car for. The total value of the cars offered is currently more than €84 million. From Ferraris to Aston Martins, large number of impressive models are being offered. So far, car owners have traded more cars than there are currently for sale on the largest car-sales websites in The Netherlands. Digital advertisement created by Achtung!, Netherlands for Porsche, within the category: Automotive.

Behind every great man there's a greater woman. Who taught Juan Sheet everything he knows about wiping up spills and cleaning all around the house? His Nonna of course. Plenty introduce their first YouTube channel, hosted by Juan and his Nonna to show a variety of 'genius' tips. http://www.youtube.com/user/PlentyGenius Digital advertisement created by Publicis, United Kingdom for Plenty, within the category: House, Garden.

The special edition of the Jet Album includes metallized, die-cut and special sheets, that's why we created a campaign with 3d graphics, a lot of color and animation, as surprising as the album, Film advertisement created by TBWA, Colombia for Jet Chocolate, within the category: Confectionery, Snacks.

Outdoor advertisement created by Åkestam Holst, Sweden for Apotek, within the category: Health.

Ambient advertisement created by HelloComputer, South Africa for Johannesburg Zoo, within the category: Recreation, Leisure.

Film advertisement created by Driven, United States for Quicken, within the category: Finance.

Digital advertisement created by Blast Radius, France for M6 mobile, within the category: Electronics, Technology.

Film advertisement created by Grey, United Kingdom for The Sunday Times, within the category: Media.

Gong Xi Fa Cai from all of us at McCann Singapore. Film advertisement created by McCann, Singapore for McCann, within the category: Agency Self-Promo.

Film advertisement created by McCann, United States for Pandora, within the category: Recreation, Leisure.

Samahope is a non-profit that helps fund critical medical treatments via its crowdfunding platform. Samahope partners with local charity hospitals and global health organizations with a track record of excellent care and fiscal discipline. These medical partners have highly accomplished physicians who perform surgeries and other life-changing interventions in poor places. Film advertisement created by Visual Creatures, United States for Samahope, within the category: Professional Services.

Ambient advertisement created by Holler, Australia for Holler, within the category: Agency Self-Promo.