Pat Baron’s Adfest Diary – day two
Pat Baron, executive creative director at McCann, Melbourne is on the Film Lotus & Radio Lotus jury at Adfest, in Pattaya, Thailand. He writes exclusively for Campaign Brief.
The theme for Adfest 2015 is “Be Bad” but I’m thinking in a good way! It’s a provocative rally-cry from Jimmy Lam Vice Chairman & Chief Creative Officer DDB China Group and Adfest 2015 President. Jimmy wants to inspire others to work out-of-their comfort zone and to be more courageous.
Most Adfest 2015 entries are now exhibited as judging has largely been completed and delegates have to start to arrive from all round Asia, including and for the first time at Adfest the Middle East. There are a few observations from the experienced and knowledgeable jury members I can share. Storytelling is back, creatively led retail campaigns were strong and the latest technology for new technology sake doesn’t mean recognition at creative award festivals. Congratulations to all those who’s work has been shortlisted, it’s a great achievement. Australian agencies have had entries recognized across most categories as finalists.
The guest speaker sessions also commenced today. Nick Law, R/GA’s Global Chief Creative Officer shook proceedings up by showing how to make brands “Bad Ass”. Strategist Sidharth Loyal talks about an agency-client trust deficit. I believe there is no greater currency than a client’s trust. Guard it with your life. It’s why we share all credit and ideas at McCann Melbourne with our clients. Tigerair for example fight in our corner and inspire us to create ground breaking campaigns such as the Infrequent Flyer Club.
“We will fix it in post” is not a bad idea I think ruefully but it’s not always a good one either. We’ve all been there right? It’s a panel discussion held by Adam Tunikowski CEO and Creative Director, Michal Dwojak-Hara Head of Animation & Creative Director, Michal Misiński Art Director and Natalia Lasota Producer. Bad can be just plain bad as Cheil Worldwide’s resident expert on Brand Experience, Chung Su Ko will argue. No argument from me. Marcel Wiebenga Music Supervisor at Sizzer used to be a punk drummer with hardcore band Das Oath. Marcel explains how punk’s attitude and ethics relate to the advertising world. Should there be any rules? I believe there needs to be morality in our creativity though.
Jimmy Lam has been a wonderful host to Adfest first-timers such as myself and I’ve learned a great deal about the event’s principles and it’s history these last three days. Jimmy commented that Adfest was “the friendly awards festival” in his welcoming address to jurors on Monday. The Thai people and the Adfest organizers have done an outstanding job and worked tirelessly to see that every detail is taken care of. I’m Looking forward to tomorrow’s sessions but first there’s tonight’s welcome drinks for delegates at the Lotus Pond, and sponsored by the Department of International Trade Promotion, Ministry of Commerce, Thailand.