AWARDING THE ART AND CRAFT OF ADVERTISING
Adfest commemorates 20 years of diversity
This year I’ve seen ideas that are going into uncharted territory in a great way
Recognising the creative talents behind Asia’s most innovative and successful advertising and marketing campaigns, Adfest — one of the region’s most recognised and celebrated advertising events — took place at the Peach conventional hall, Pattaya, at the end of March.
Marking the 20th anniversary of the event, the festival also hosts the prestigious Lotus Awards ceremony, a contest that received over 3,000 entries from agencies across more than 30 countries throughout Asia and Australia, divided into 18 categories such as Direct, Press, Mobile, In t e ra ct i v e, Pr i nt and Outdoor.
Held under the theme “20 Years Of Diversity” to commemorate the event’s t wo-decade milestone, this year’s entries focused on the richness of Asia’s diverse cultures, as well as the changes they will have to face in the future.
“This year I’ve seen ideas that are going into uncharted territory in a great way, and innovations that I’m really happy exist in the world now,” says Ted Royer, chief creative officer of New York-based agency Droga5, and head of the Lotus Awards’ Super Eight Jury Presidents.
“It’s been especially fun judging work that emerges from local insights yet can be appreciated by people all over the world.”
From Thailand, BBDO Bangkok won three awards in the Branded Content and Entertainment Lotus category with their “Safe & Sound Music Player” and “The Missing Look-Alike” campaigns, as well as the overall Direct & Promo Agency of the Year award.
CJ Worx, meanwhile, won an award in the same category for their work on the Unusual Football Field campaign, which also won the Grande Lotus award for Design. The agency was named Independent Agency of the Year.
J. Walter Thompson Thailand won in the Direct category with “Untouchable Ink”, and Leo Burnett Thailand won Best Use of Fiction Film for “Dtac: Thank You For Sharing”.
Agency of the Year, meanwhile, was awarded to Dentsu Tokyo for the second year in a row, with the agency also snagging Interactive Agency of the Year and Network of the Year, in addition to various minor awards.