Now let’s take a deep dive into the
ADFEST 2021 Digital Lotus, Digital Craft Lotus and Mobile Lotus winners.
During the judging process, Yunjeong Jang
said she was greatly impressed by ideas that sympathize with the lives,
thoughts, and feelings of people around the world today. “In particular, the
understanding of people's pain caused by COVID-19 and the creative approach of
creators to overcome it was impressive,” says Jang, Global Creative Director at
Cheil Worldwide in Seoul.
In Digital Lotus, your jury awarded 2
Golds to Taproot Dentsu, Mumbai for Facebook ‘Pooja Didi’ and Innocean
Worldwide, Seoul for Young Chemical/Facebook Korea, ‘The Cheering Bandage’. Can
you explain why these ideas rose above the rest?
“Both works understood the hearts and minds
of people who were hurt by Covid-19. They are the result of considerable
thinking about how brands could console, support, and share optimism while
utilizing digital platforms. These works have ideally demonstrated how brands
can connect and empathize with consumers instead of running a one-off campaign.
“In particular, ‘Pooja Didi’ caused
profound emotion with a message that encourages people to share the load, and
overcome such difficulties together. It brought empathy and feelings that one
could be consoled by another’s presence. The work was impressive enough to
change how I see the world.”
In Mobile Lotus, Wunderman Thompson
Thailand won Gold for Thai Airways International, ‘Stay Home Miles Exchange’. What
made this such an innovative use of mobile?
“‘Stay Home Miles Exchange’ is a good
example of how to apply mobile’s unique characteristics in a fun and useful
way. It’s a smart campaign for a brand in an industry hit hard by Covid-19 with
its well-knitted strategy and creativity. Through this campaign, consumers
could naturally understand the importance of social distancing and practice it.
The campaign helps people to protect each other from the virus and shows what
an important part brands can play in such difficult times.”
In Digital Craft, there were only four
Bronzes. What was your jury looking for, and what would you like to see more of
next year?
“Even though there were only Bronze winners,
they all used and manifested technology with wit. It was a great pleasure
meeting such works throughout the judging.
It’s difficult for sure to provide fresh
experiences through a unique and innovative digital context when there are many
consumers who are more familiar with cutting-edge technology than brands are.
If we can create messages and structure them clearly and precisely, instead of
just emphasizing imagery and technology itself, even the smallest expression can
be found and remembered by consumers.”
For a full list of Digital, Digital
Craft and Mobile winners at ADFEST 2021, visit www.ADFEST.com
