“The greatest collision is the challenge of achieving business growth driven by creativity”

After working at Ogilvy & Mather, TBWA\HAKUHODO, TBWA\CHIAT\DAY Los Angeles, and Media Arts Lab, Motonori joined Accenture Song in 2020. And so, in May 2021, he became a founding member of Droga5 Tokyo. Two years later, he became its executive creative director. Motonori’s wide portfolio includes work for Apple, McDonald’s, adidas, Amazon Music, Honda, Meta, and Shiseido and he has won numerous awards and commendations in both Japan and internationally, at Cannes Lions, Spikes Asia 2024, Dubai Lynx 2024 Grand Prix, D&AD 2024 Graphite, Clio Health 2024 Gold.

In the 2022 Agency of the Year Awards for Japan-Korea at Campaign Asia-Pacific, Motonori was awarded Creative Person of the Year. With his contribution, Accenture Song had achieved the largest number of awards in 2022 as well as 7 Golds in 2021. He was also selected for the 40 Under 40 2022 in APAC.

ADFEST: What collisions have challenged, or helped, you most in the last twelve months?

Motonori Sugiyama: The challenge of achieving iconic business growth driven by creativity.

ADFEST: OOH has become very interesting but also very diverse. What will you be looking for when judging this category – what makes work that is great?

Motonori Sugiyama: The key judging points for the OOH category are big ideas over big scale and whether the idea has an inherent necessity to be an OOH execution. Great OOH work also has strong visual impact that captures attention in just one second.

ADFEST: What do you think are the unique characteristics of advertising in Japan? What does it do well – and perhaps, not so well?

Motonori Sugiyama: Japanese advertising excels in craftsmanship, intricate details, and delicate execution. Many outstanding works leverage Japan’s unique culture and content to create distinctive creativity. However, one area for improvement is the awareness of idea-first thinking. Sometimes, campaigns rely too heavily on abstract atmospheres and aesthetic world-building without strong ideas or fresh perspectives.

ADFEST: You have developed your craft in high-profile agencies. What are the most valuable lessons you have learned on your way to being a creative leader?

Motonori Sugiyama: Creativity that lacks depth, devoid of real insight or human connection, ends up feeling superficial and meaningless. And the worst thing is creating work that people simply ignore. To avoid that, the most important thing is to always think disruptively.

ADFEST: What do you think are the five greatest pieces of work ever in the categories you are judging (from any time in history, but outside ADFEST 2025’s eligibility period)

Motonori Sugiyama: They are:

Film

Sammakorn NOT Sanpakorn for Sammakorn Thailand by Choojai and Friends 2024. Beyond just this piece, I truly respect Thanonchai, the legendary Thailand film director who has consistently created award-winning works over the years. His one-of-a-kind humour, sharp insights, deep themes, humanistic execution, and emotionally powerful music and editing make his work truly exceptional.

Three Minutes, for Apple Shot on iPhone China by TBWA\Media Arts Lab 2018. This film demonstrates beautifully how a global brand like Apple can create deep emotional bonds with local people by connecting with a culturally unique moment like Chinese New Year. By shooting the entire film with an iPhone, it also doubles as a product demonstration, reinforcing Apple’s Shot on iPhone platform, which has revolutionised modern filmmaking.

Hungry? For Nissin Cup Noodle Japan by HAKUHODO 1992: This legendary TVC won the Grand Prix at Cannes Lions (Film Category) in 1992, along with numerous international awards. It’s an iconic, simple, non-verbal piece that proves a strong idea can transcend language barriers and move people worldwide.

OOH / Print

Meet Graham, Transport Accident Commission Melbourne by Clemenger BBDO, 2017: This work raises awareness about the dangers of traffic accidents, but instead of just using negative fear tactics, it uses a creative approach with an unignorable impact to make its point.

Kodak SD Card for Kodak Thailand, by Ogilvy & Mather 2006: This ad makes you stop, surprises you, makes you smile, or even nod in agreement—all packed into a single visual. It’s a masterclass in how to take a simple product proposition and execute it with a creative leap. Back in the day, many print ads that won international awards became textbooks for my younger self, teaching me the power of strong, conceptual creativity.