· 2019亚太广告节精彩内容预告 ·

  2019年3月11日

SPEAKERS : DON’T MISS YOUR CHANCE TO SEE THE WORLD THROUGH THE PRESIDENTS’ EYES?

Do you ever wish you could go behind the doors of the judging room to learn the secrets of what makes some works great, and others exceptional?

At ADFEST 2019, our Jury Presidents will appear in two live panel sessions. They’ll be interrogated on stage by Ted Lim and David Guerrero, who are on a mission to find out the ingredients of a Lotus-winning campaign.

The first ‘Through the Presidents’ Eyes’ session takes place on Saturday 23^rd March, 3.05pm – 3.55pm, and will be moderated by Ted Lim.

Lim is Chief Creative Officer of Dentsu Asia-Pacific, which means he works with no less than 26 offices across 15 countries from China to Australia. He’ll be posing some tough questions to members from the following juries:

– Brand Experience & Engagement Lotus & Direct Lotus

– Design Lotus & Print Craft Lotus

– Film Craft Lotus & New Director Lotus

– Interactive Lotus & Mobile Lotus

The second session, ‘Through the Presidents’ Eyes II’, takes place immediately afterwards from 3:55 – 4:50pm, moderated by David Guerrero, Creative Chairman of BBDO Guerrero.

Guerrero launched BBDO Guerrero in 1998 and it remains one of the most consistently awarded agencies in the region. He’ll be interrogating judges from the following juries:

– Audio Lotus & Film Lotus

– Branded Entertainment Lotus, Effective Lotus & Integrated Lotus

– eCommerce Lotus & Media Lotus

– INNOVA Lotus & Lotus Roots

– Outdoor Lotus & Press Lotus

Jimmy Lam, President of ADFEST, says: “I can’t think of two better people to host our Jury Presidents sessions this year – Ted and David are both creative leaders at the top of their game who can be relied upon to grill our jury about the winners of the 2019 ADFEST Lotus Awards.”

  2019年1月22日

FESTIVAL : D&AD PRESENTS THE ‘STIMULATION NOT RECREATION’ WORKSHOP – REGISTER TODAY!

ADFEST is delighted to confirm that D&AD is returning to Thailand to host a not-to-be-missed workshop called ‘Stimulation Not Replication’ at ADFEST 2019, which runs from 20th to 23rd March.

“We have been collaborating with D&AD annually since 2013, and they are now one of our most popular events. ADFEST and D&AD share many of the same fundamental principals. Both organizations are committed to supporting creative excellence, and both are passionate about nurturing emerging talent. If you are looking to elevate your creative skills, I encourage you to attend this year’s workshop,” says Jimmy Lam, President of ADFEST.

The D&AD Workshop is titled ‘Simulation not Replication’ and will be presented by Paul Drake, Director of D&AD in London. It is suitable for anyone working in the creative industries, irrespective of role.

“The workshop will be highly interactive with the goal of giving attendees the chance to reflect on some of the themes and trends influencing the work our industry is producing. In doing so, I hope to stimulate new thinking and inspire people to keep pushing through creative barriers,” explains Drake, who sits at the forefront of understanding the shifts that are taking place within the creative industries, technology and culture. As Director of D&AD, Drake embeds these insights into learning programmes for people at every stage of their education and career, and is now bringing these insights to ADFEST 2019.

Prior to joining D&AD, he held senior positions at the UK Commission for Employment and Skills, ECORYS and was an advisor to the UK Government's Growth Review.

Established in London in 1962, D&AD exists to stimulate, enable and award creative excellence in design and advertising. ADFEST is Asia’s most celebrated regional creative festival. Founded in 1998, it is committed to raising the standard of creative excellence in the Asia Pacific and Middle East regions, while celebrating the uniqueness of local cultures.

  2019年3月11日

Q&A : ELAV HORWITZ, MCCANN WORLDGROUP: “CREATIVITY IS THE ONLY WAY TO SURVIVE”?

In a few weeks’ time, Elav Horwitz will arrive in Thailand to share everything she knows about the connection between the right brain and left brain, between art and science, between creativity and technology.

Horwitz is McCann Worldgroup’s VP, Global Innovation Director based in New York. Don’t miss the chance to hear her talk on Friday 22^ndMarch at ADFEST 2019.

Your session at ADFEST is all about the creative process. Do you think creative approaches in most agencies are outdated? 

I don’t think that the creative approaches in agencies are outdated because, as we say at McCann, creativity is the only way to survive and by using creativity we can hopefully solve some of the world’s problems. I think we can help creatives with tools and processes that can potentially foster a better creative solution: from giving them more data points (yes, creatives love data) to technologies that can help them with the specific brief. It’s hard today to track cultural trends and new technologies, so we can help with those, for example.

What made you want to tackle this subject?

I am very interested in the connection between the right brain and left brain, between art and science, between creativity and technology and I hope that throughout my session, people will gain some tangible tools and new ways of thinking on how to connect these two worlds for advertising and marketing purposes.

You say that coming up with a great idea is only half the challenge. Where can great ideas go wrong?

It’s definitely an important role, but craft is also a big part of the idea. Once we have the idea, we should not give up on the execution. We want people to find our idea helpful, inspiring or fun. We want them to engage, share it and talk about it. Hey, we want it to be the best part of their day. 

You work with a vast network of startups, tech companies and teen entrepreneurs. What could agency creatives learn from the creative processes of the start-up world?

I think we both can learn from each other, actually. From startups we can learn how to move quickly, try, fail, test and keep improving. The startups can learn from us how to think about people first, their needs and how they can answer those by harnessing the power of creativity.

What’s McCann Worldgroup’s HumanTech offering all about?

Our HumanTech offering includes RapidHack and TeenHack, which are our own methodologies that we developed based on design thinking that moves from ideation-to-prototyping-to market.

We have also developed a set of internal tools like a startups database, tech cards and Truth Walls (yes, walls!) in which we can inspire our teams around the world. Our goal, as always, is to execute more innovative ideas to our clients, globally, based on the tools and processes that we created.

How did you move from working in programming for the Israeli army into the colourful world of advertising?

As a kid, I always wanted to work in advertising. I was lucky to have the opportunity in the Israeli army to learn more about technologies and computers. In the army, I was also an instructor for soldiers on these digital tools. I decided that I wanted to learn something that kind-of combines digital and tech-education-advertising, so I went and studied ‘Instructional Design’ in college.

One of the courses in my last semester was on advertising and we worked on a project with a digital agency. The CEO came to our final presentations and after mine he offered me a job there and then. The rest is history.

Why were you drawn to a career in technology, and did you face many barriers in a male-dominated field?

I love the possibilities that technology can enable, so that was my main driver. Sometimes at the beginning, I found that men thought that I didn’t really understand technology, but then I proved them wrong and over time, I gained my reputation.

I think that we need to identify women that have a passion for technology and digital, mentor and nurture them. We need to also highlight and celebrate that we have such women at McCann, and through this, hopefully influence the advertising and technology industry.

What do you love most about your role as McCann’s Global Innovation Director. And what are your biggest challenges?

What I love is to find a new playground almost every day and think how it can be relevant for consumers and for our clients. I think the main challenge that we have is scaling, but it’s also an amazing opportunity to think how everything that we do can influence our 24,000 employees and our clients all over the world.

  2019年3月11日

Q&A : VANDAL’S EMILE RADEMEYER: “AUGMENTED REALITY IS THE FUTURE OF ADVERTISING”

Emile Rademeyer, Creative Director at VANDAL in Sydney, predicts a Bladerunner-esque future in which any surface can be transformed using augmented reality.

If he’s right, creatives of the future are going to need very different skills in order to transform entire environments “with an augmented, digital overlay” – a task that’s obviously very different from making an ad.

Can you give some clues as to the case study you’ll be showcasing at ADFEST 2019?

How did advertising get here? What does the future have in store for us? The case study will showcase the experiential power of augmented reality and how it evokes real human emotion that enhances consumer behaviour. It will also reveal the vast treasure trove of data available and how to make use of it.

Are there any AR projects you’re especially proud of playing a role in?

VANDAL’s AR campaign for World Square Lunar New Year 2018 is a project I’m particularly proud of. In an Australian first, VANDAL with our partner Virtual Immersive delivered an AR campaign that utilised brand new technology never before implemented to this scale in Australia.

The campaign was a roaring success and has most certainly redefined the retail landscape here in Australia. It has been awarded many gold accolades and is a testament to our client’s forward-thinking attitude in embracing creative use of technology such as AR.

What’s VANDAL all about – how is it different to more traditional production companies?

VANDAL is a creative studio that crafts innovative moving images, sound, art and experiences for digital platforms of all kinds. Our work includes beautifully crafted executions for entertainment platforms, interactive experiences, advertising, animation, visual effects, projection mapping, virtual reality, augmented reality, digital placemaking as well as niche art, design, sculpture and experiential projects.

VANDAL doesn’t use technology for the sake of using technology. Our focus is on creativity: having an exceptionally strong idea and the ability to utilise technology to bring ideas to life never thought possible before. We’re media and medium independent and can utilise any physical or digital platform to bring creativity to life. This has been very appealing to our clients and has set us apart from more traditional production companies.

You oversee curation of the VANDAL Art Gallery in Redfern. Why did you take on this side gig and what sort of work do you showcase?

VANDAL Gallery showcases our groundbreaking collaboration with the best artists, creatives, coders, technologists, designers, illustrators, animators, filmmakers, photographers and musicians. Home to Sydney Art Month, Fringe Festival and MCA Young Ambassadors, we invite anyone with a passion for creativity to collaborate with us in defining Sydney’s most contradistinctive art gallery.

Are there any Australian new media artists that you have your eye on right now?

Singling artists out is always a tough one. Mixed-media artist Luke Batten’s exhibition “Consumed” was off the charts, with an incredible amount of people attending opening night. I also loved Chris Leaver’s “The Kingdom of God” for Sydney Art Month. Further abroad, my art crush is most certainly Felipe Pantone!

Favourite discovery of 2018?

Finally coming to the realisation (on their wedding day) that the actress from the TV show Suits is actually the same person that is getting married to Prince Harry. I always wondered how two people could looks so uncannily similar.

  2019年3月11日

FESTIVAL : SPEED DATING WITH THE ADFEST 2019 JURIES?

Imagine if you had 15 minutes in which to learn from the world’s top creatives, one-on-one and face-to-face? At ADFEST 2019, not only will you get to meet some of ad land’s most acclaimed and awarded creative leaders, you will also be able to ask them for career advice, or for tips on how your portfolio could improve.

ADFEST is hosting two ‘Speed Dating with the Jury’ sessions during ADFEST 2019 on Saturday 23^rd March. The first round takes place from 2:30 – 3:30 and the second round kicks off from 3:50 to 4:50pm in the Open Space Workshop area.

Over the course of one hour, you’ll have the chance to present your work to four different advertising executives, rotating every 15 minutes.

“If you are a young, ambitious creative professional, this is an incredible opportunity to seek advice, and even share your portfolios with some of the judges attending ADFEST this year,” explains Jimmy Lam, President of ADFEST.

“ADFEST is a learning hub for those in the communication industry, and we’re especially passionate about helping younger creatives to make their mark. The world’s top advertising executives are notoriously busy, so we’ve devised the perfect forum for young creatives to show off their talents and seek advice from time-poor ECDS.”