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INSIGHTS : ADFEST LOTUS AWARDS: INSIGHTS FROM THE JURY ROOMS
Why did this – or that – win? What inspired and enthused the jury? We all want to know. Here are the comments from this year’s jury presidents about the work they saw.
Digital & Social Lotus / Digital Craft Lotus / Mobile Lotus by Rei Inamoto
Jury President for Digital & Social, Digital Craft and Mobile Lotus was Rei Inamoto, Founding Partner for I&CO, APAC. He commented, “I came into the jury room hoping that I would discover a new kind of work and inspiration. After having spent a few weeks online with the jury and then in person in Pattaya, I'm glad to say that we've uncovered some amazing gems.
"’Is the work raising the standard of creativity in Asia and beyond? That was one key criterion I had going in and during the judging session. I wanted the work awarded at ADFEST to be something that those of us in Asia to be proud of presenting to the rest of the world.
“As Vinit said at the beginning of the judging session, the creative standard used to be a little poor in Asia when he started the show. Is Asia leading the industry worldwide? Maybe not. I'd like ADFEST to change that and be a place for Asian creativity to be an inspiration to be the rest of the world.”
Design Lotus / Print & Outdoor Craft Lotus by Ashwini Deshpande
Ashwini Deshpande, Co-Founder & Director for Elephant Design Pvt. Ltd., Pune was the Jury President for Design Lotus and Print & Outdoor Craft. She commented, “While judging Design, it is not just important to see the idea and craft of the aesthetic, but very important to see the impact of design and whether it aligns with the intent.
“I am always very excited to see audacious ideas that come out genuine intent to solve challenges perceived from authentic insights. ADFEST awards are the platform with rich cultural context from the region. That’s what makes them so important and relevant.
“In each of the categories that I judged along with a very accomplished jury panel, we made sure we selected works that drew admiration for everything, the idea, the craft and most importantly, the impact it would leave on the communities.”
She added of My Japan Railway, “Japan Railway 150th Anniversary Campaign, My Japan Railway, was a mind-blowing piece in so many ways. It is deeply embedded in the Japanese culture where railway is a part of life for over a century. Stations, trains, and journeys have stories of people, architecture, nature and even food culture of Japan. This campaign is a true celebration of all those stories. Each of the 900 (no less!) stations has been given a beautiful, unique, and yet harmonious illustrated identity that represents the true spirit of the station. Travelers can scan and collect those identities as stamps through an app. The campaign embraces multimedia, through maps, books, merchandise and of course an app. Every single illustration is a piece of marvel, and yet when it all comes together as a system, it never loses the warmth of a hand-crafted story.
“I loved the work for its idea, thoughtful curation, beautiful craft, audacious scale and finally the way it reached millions of hearts in a very simple way.”
Brand Experience Lotus/ Commerce Lotus / Direct Lotus by Bill Yom
Bill Yom, Founder & Chief Creative Officer for Jung von Matt HANGANG, Seoul resided over the jury for Brand Experience, Commerce and Direct Lotus awards.
He commented, “The diversity of the cultural insights and how the creatives developed outstanding ideas from the scratch to the final details of craftsmanship. But mostly I am happy to see so many countries submit their work.
“A great idea needs persistency to get really the maximum out of a simple idea. The winning work also approached strong cultural insights into unexpected ideas and execution.
He added of My Japan Railway, “In a stunning display of creativity and dedication, craftsmanship and innovative ideas breathe new life into a traditional brand, presenting it from a fresh perspective that captivates audiences."
And of McDonald's Wi-Fries, he stated, “In addressing a common challenge for the audience, this project showcases the commitment to meaningful solutions. The creative execution balances simplicity and playfulness, creating a direct and engaging experience for both the audience and the brand."
Entertainment Lotus / Media Lotus / PR Lotus by Wendy Chan
Jury President for Entertainment, Media and PR was Wendy Chan, Health Creative Lead, Asia Pacific for Edelman, Hong Kong. She commented, “I find it incredibly inspiring to hear viewpoints and insights from diverse cultures and countries. Unexpected ideas that provoke change whether in brand, product or people’s live, inspire and push the boundaries of these category.”
“The work in the PR category is strong with many exciting entries,” Chan noted. Sometimes the topic of challenge is not necessary to be huge. Frying Pan Challenge, stood out because it solved a practical challenge. By turning crisis into opportunity through action, result in creating trust in brand and the product.”
Of Sammakorn Not Sanpakorn, she added, “This work took the most boring business category and made it entertaining. By leveraging a problem creatively, it repeatedly calls out the brand name, listed every product and displayed the logo in the most amusing way. It is both entertaining and direct. We watch few times and still laughing. Even I can remember a Thai brand name now.”
And of The Newspapers Inside. The Newspaper Edition, she commented, “In today’s complex media landscape, this is one of the most traditional media which is declining in every country. Yet, this entry has shown that it is the best medium to unleash the voice of the people. Giving hope and proved that the press will never be silenced.”
Film Craft Lotus / New Director Lotus by Emma Daines
Jury President for Film Craft and New Director Lotus was Emma Daines, CEO, Founder & Executive Producer for Fin Design + Effects, Sydney. “What excited us, was the diversity and in adverse conditions of the last 12 months, the excellence on creativity rang through. It was refreshing. We loved the different cultures and the essence and excellence it brought through. It lead to respectful robust discussions and results i believe we all. as a jury. stand by and rings true to creativity and excellence,” she commented.
“Purely through excellence and monitored through keen and honest and informative discussion. It was measured and considered and fairly voted. We were very proud as jurors.”
“A Train of Memories was a clear winner in many categories, not just because of its Production technology achievement but also because of its adventurous spirit and undertaking on the approach of the director and the support around,” she stated of the Grande winner.
“Support including production/set design, technical choreography, casting, script and original score. Original score was a combination of 2 meaningful cultural origins. It all delivered on screen and was delightful to watch, which we did many, many times as it was such a success in many categories. The approach was innovative the result was excellent.”
23 March, 2024
