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Fran Luckin is Chief Creative Officer at VML South Africa, where she enjoys building the collaborative, supportive working culture that enables brave, prize-winning work to be created.

A South African whose first role was as a copywriter, she’s a judge on many international award juries - many of which she has also won herself.

With her eye for what makes great ads, we asked her to pick her favourites from the past 40 years, to help celebrate 40 years of Lürzer’s Archive.

Honda: Cog

It's an art film that is at the same time a superb product demo.

HBO: Voyeur

By understanding the voyeurism that lies at the heart of why we love TV and film, and by having the bravery to execute at a grand scale, they achieved the impossible - an ad campaign people couldn't stop watching. How many ad campaigns have their own Wikipedia page?

REI: Opt Outside

This work still stands out for its bravery. Even when it was shown to have brought great business benefits, it's almost impossible to get a client to do the same thing. And on a personal note, I hate the unbridled avarice of Black Friday, so I found this a very welcome antidote.

Burger King: Whopper Sacrifice

This made me fall in love with the new world of social media and "interactive" online advertising by showing how much fun there was to be had. I loved its audacity. It makes me very sad that the Internet has become so regulated that you can't get away with this stuff any more. Also has its own Wikipedia page.

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