The Outdoor Lotus attracted 244 entries and just 17 of those won awards. The ‘Best of Show’ in the category went to DDB China Group Shanghai for ‘Green Pedestrian Crossing’ created for the China Environmental Protection Foundation. Work from this campaign also won Gold in External Street Signs/Street Furniture. Singapore also picked up a Gold thanks to DDB and their work for ‘Coin Landscapes’ Rough Guide Budget Travel Guide. Cheil Worldwide, which consistently wins here at AdFest, kept Korea in the Gold class with ‘Express Train’ Super Sticky Post-it. The judges mentioned that technology was playing an important role in outdoor this year.
The ‘Best of Show’ in the ‘Best Use of Social Media’ was awarded to Masashi & Qanta & Saqoosha & Hiroki Tokyo. This was for Utsushi Kagami’ (Mirror) promotion. This campaign also won Gold in ‘Best Use of Technology’. Three other Gold Awards in Cyber Lotus went to McCann Worldgroup in Hong Kong, Bascule Inc from Tokyo and Taiyo Kikaku Co Ltd in Tokyo. The President of the Cyber Jury, Satoshi Takamatsu, said, “The Cyber Jury noticed the big influence of social networking – most campaigns had some form of social connection. Today it seems ‘Cyber’ is not only interactive; it is also connected to social networks. If there is no connection, it is very hard to win an award.”
This year there was no Best of Show in the Film Craft Lotus. From the 136 entries, however, five Golds were awarded by the jury. The Sweet Shop Auckland won for ‘Lucky Dog’ shot for NZ Lotteries Commission; liquidstudios from Auckland won Gold for ‘Leaf Blower/Ride On Mower’ for Sky TV; Ogilvy & Mather Hong Kong gained a Gold for a film ‘It’s in our Nature’ for Shangri-la Hotels and Resorts; The Feds Sydney got the Gold for Optus FIFA World Cup film titled ‘Secret Training Camp’ while Leo Burnett Sydney got the Gold for a WWF filmed titled ‘Monkey’.
Sadly there were only three entries for New Director category but the jury rated them sufficiently to give a Gold, Silver and a Commendation. TYO Inc. Monster Division won Gold for ‘Dad’s Love’, Sunshine Sakae. The AdFest President, Jimmy Lam, said he hoped next year more new directors would participate. AdFest is all about encouraging new talent so it is a shame that more young directors did not seize this opportunity to get their name out in the industry.
As usual the day ended with several parties and unofficial get-togethers from which the delegate could choose. However, it was a late night as the awards ceremony went on until nearly 10pm!
WHERE TO FEST
Everyone seems to agree that the Mövenpick Resort & Spa and the location at Karon Beach offered a more attractive destination than the usual venue located in Pattaya.
The problem for the organisers of AdFest is that the Mövenpick cannot accommodate everyone either in terms of availability of rooms nor in delegate numbers if they exceed 800, which in previous years have been well over 1,000. The Peach exhibition/conference centre in Pattaya is far better suited to the event. With three types of hotel accommodation in the same complex on Pattaya it is hard to beat. Mövenpick is apparently much more expensive so the organisers will be studying the figures closely.
For the delegates, the clincher might be the food. Most people AdAsia spoke to felt the quality and quantity of the food was better at Peach. And for Asians this might be the clincher!