The first big creative show of the year has ended. Jimmy Lam and his team can rest for a bit. Pattaya, the seaside resort in Thailand is back in the hands of the Russians as the 1,099 ad men and women return to the 52 cities where they now work. The 56 judges can also take a rest after looking through 3,253 entries.
What sorts this show apart is the fun and relaxed atmosphere shared by a younger crowd of enthusiastic creatives. The organisers have, over the seventeen years since the show was first introduced, ironed out difficulties and enhanced the show. The lunches and outdoor parties give everyone a chance to mingle and enjoy the outstanding food sponsored by industry players.
Chris Thomas of BBDO Proximity expressed the importance of getting life experiences as a creative person before announcing the finalists in the Young Lotus creative workshop. In just a couple of days, junior teams from agencies have to come up with an idea for a campaign from a set brief. This year, the theme was work/life balance. All four finalised (from various countries and agencies) deserved the award.
‘Co-create the Future’ was the theme of the Festival and we saw many examples. ADK’s Toru Fujii explained how, despite earlier misgivings on his part, the strategic partnership with eYeka has helped develop fresh creative solutions through crowd-sourcing.
There were some outstanding entries in the print demonstrating the strength of art direction in the region.
The cities gained the most awards were (1.) Tokyo, (2.) Sydney, (3.) Bangkok, (4.) Mumbai and (5.) Singapore.
Click here to view the full list of winners (there were 299 awards presented).
The Lotus Legend went deservedly to late Yasmin Ahmad, the Executive Creative Director of Leo Burnett Kuala Lumpur who died suddenly in 2012. This was a loss to advertising and the feature film industry and it is good that AdFest honoured this talented woman.
Click here to see more photographs of the event.