Israelis love hummus. Yet, no-one can ever agree on which hummus is the best. But there is one thing that everyone agrees on - packaged hummus is nowhere as good as authentic restaurant hummus. And so, we decided to change that perception with “Hummus Achla” - Israel’s No.2 packaged hummus brand - with the ultimate taste test. The idea: Open a hummus restaurant in the heart of Tel Aviv, which serves packaged hummus without the clients knowing it. We opened “Avi’s Hummus”- an authentic-looking hummus restaurant and to get people talking we invited diners to “pay by taste”. Pay any amount they think the hummus is worth. That alone got the restaurant packed with diners. And the compliments also started flooding in. Everyone was talking about this “pay by taste” hummus place, including the food critics. The amounts of money that people paid after their meal surprised even us. After two weeks we exposed our stunt to the people at the restaurant and then launched a campaign on TV, print, internet, and on social media revealing the secret behind the restaurant to the entire nation. Ambient advertisement created by Saatchi & Saatchi, Israel for Hummus Achla, within the category: Food.

Film advertisement created by McCann, Argentina for Philco, within the category: House, Garden.

Digital advertisement created by DDB, United States for Ronald McDonald House Charities, within the category: Public Interest, NGO.

April Fool's Day campaign for WestJet.

Ambient advertisement created by Contract, India for Vladivar, within the category: Recreation, Leisure.

The Young Director Award (YDA) showcases and rewards some of the most talented young directors from across the globe. This year the President of the YDA, François Chilot, called on BETC to find a new creative concept to celebrate and publicise the event. The new tagline: "Directing, it's in your bones," is a nod to the successful "Born to Create Drama" campaign from 2010. The film shows a young boy who bluntly walks in on his parents in bed together and starts giving them instructions on how to improve their performance. Creative Director Damien Bellon Film advertisement created by Euro RSCG, France for Young Director Award, within the category: Professional Services.

Digital advertisement created by ArnoBrasco, Turkey for Biskrem, within the category: Food.

Film advertisement created by Brave New World, India for Roadster, within the category: Fashion.

Digital advertisement created by TBWA, France for Dagoma, within the category: Professional Services.

Film advertisement created by Ames Scullin O'Haire, United States for Mitsubishi, within the category: Electronics, Technology.

Ambient advertisement created by JWT, United Arab Emirates for HSBC, within the category: Finance.

Digital advertisement created by Saatchi & Saatchi, United Kingdom for Mattessons, within the category: Food.

Film advertisement created by McCann, Germany for Sony Ericsson, within the category: Electronics, Technology.

Film advertisement created by FCB, Brazil for Hope, within the category: Fashion.

Film advertisement created by Dentsu, Japan for Bsize, within the category: Electronics, Technology.

Film advertisement created by Wieden + Kennedy, China for Jordan, within the category: Fashion.

Digital advertisement created by Marcel, Brazil for Instituto Beaba, within the category: Public Interest, NGO.

Digital advertisement created by Diluvia, Spain for Microsoft, within the category: Electronics, Technology.