David Lubars, jury president and chairman and chief creative officer BBDO North America, said of 'Carousel': "It's a film that by itself is quite brilliant and beautifully executed, but if you watch on it online and hold your cursor over it you realise there are films within the film. You can interact with it and play with it. The work must now draw viewers in voluntarily, we're no longer passive victims watching television.  And to draw them in voluntarily it has be extraordinarily creative, and just mind blowing."

Australia was represented on the jury by Saatchi and Saatchi Sydney executive creative director Steve Back. On Y&R Auckland's 'Dying Old' spot, Back said that "out of the all the public service category it touched the most people."

He added: "The 'Carousel' work just moves things on leaps and bounds, and we wanted something that reflected the future of the business, so that next year people will start to move on that.

"The scary thing is how the shine is coming off television and moving into long form, that's where the category is going to grow."