Pattaya, 20th March 2012: The 15th Asia Pacific Advertising Festival (ADFEST) wrapped up this year’s three-day Festival with an Awards Presentation at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand on Tuesday 20 March 2012.

1260 delegates from 51 cities in total attended the event which returned to its ‘spiritual home’ in Thailand after a two year hiatus, which included last year’s festival being hosted in Phuket.

“Fast Forward: ADFEST 2012 has been a resounding success, and we are delighted at the positive response from delegates,” says Jimmy Lam, President of ADFEST. “Being back at PEACH, Royal Cliffs Hotel Group has provided us with the space to offer new and creative practical breakout sessions and to incorporate a larger contingent from the production industry, as well as laying on the expected agenda of quality speakers, Lotus Awards judging and presentations to winners.”

The breakout sessions for Cirkus Animation Workshop, led by Cirkus Ringmaster, Marko Klijn from Auckland and ‘Game Development without Math’ from Ubiquitous Inc., Tokyo were fully subscribed by delegates. “I hope everyone learnt a lot and managed to share some of those creative experiences,” Lams says. “If we fast forward to 2013, I can foresee that we are set to continue these practical sessions at ADFEST next year.”

Lotus Awards

The final awards presentation was held at PEACH to announce film, radio, 360, INNOVA, Lotus Roots and Lotus Legend Awards before delegates were treated to a finale party held at the new, wonderfully atmospheric Infini Pool at the Royal Cliff Beach Resort, Royal Cliff Hotels Group.

Bob Greenberg, Chairman, CEO and Global Chief Creative Officer for R/GA New York was presiding as Grand Jury President over 360, INNOVA Lotus and Lotus Roots as well as Cyber Jury President and gave a very positive view of his first jury stint at ADFEST. “"I'm happy with the overall Lotus entries and I believe the work and talent coming out of this region is as good as anywhere else in the world. The quality of people on the juries and the winning work this year is extraordinary with some entries being better than the creative coming out of Europe and the United States." 

 Film Lotus

Out of 369 TV entries received, 35 Lotus Awards were given out, including 8 Golds, 14 Silver and 12 Bronze. This year, the Best of Show award went T&E Inc. from Fukuoka for its Campaign in ‘Best of Corporate’ for Zeniya Honten Corporation called ‘Samurai/Gentleman/Madame/Rocker.

Drill Inc. Tokyo won two Gold awards in ‘Internet Film’ and ‘Best of Commercial Public & Private Services’ for Touchwood (Xylophone)
The remaining 6 Gold Lotus awards were given out to Ace Saatchi & Saatchi Manila for Safeguard Soap (Pedicurist), ADK Inc., Tokyo for Sunshine Sakae (Taxi), Dentsu Inc. Tokyo for E-core (With 10 years of life), DDB Auckland for MySKY (60 Things in 60 Seconds), Hakuhodo Inc. Tokyo for Google chrome (OKGo – All is Not Lost) and Leo Burnett Melbourne for Scope (See the Person).

Film and Radio Lotus Jury President Trong Tantivejakul, Chief Creative Officer of Y&R Bangkok commented on the work submitted for the Film Lotus Awards category. “We were looking for work that made us sit up and take notice through a simple insight and beautiful execution. Unfortunately, not many pieces made the cut. However, those that did, stood out because they managed to reach out and connect with the audience in an emotional way,” he said.

Radio Lotus

From 120 entries received, 10 Radio Lotus awards were given out including 4 Bronze and 5 Silver and 1 Gold. There was no Best of Show in Radio this year.

The Gold award was presented to McCann Erickson (M) Sdn Bhd from Petaling Jaya for its work entitled ‘Anytime: Audrey/Freda/Yameen’ for Breast Cancer Awareness.

“A few pieces shone for us. Through clever execution, these spots found ways to make you stop what you’re doing and listen. However, we were hoping to hear more good pieces from the region. Let’s hope next year will see better work in this category,” says Film and Radio Lotus Jury President, Trong Tantivejakul, Chief Creative Officer of Y&R Bangkok.

360 Lotus

This year, ADFEST received 42 entries into this category. The Jury Panel gave out one 360 Lotus Awards plus a Grande 360 Lotus this year.

The Grande 360 Lotus was awarded to Clemenger BBDO Proximity, Melbourne for National Australia Bank, ‘Break Up’
The 360 Lotus Award was awarded to: Dentsu Inc. , Tokyo for Kyushu Shinkansen (Kyushu Bullet Train), ‘The 250km Wave’.

Cyber and Grand Jury President Bob Greenberg, Chairman/CEO/Global Chief Creative Officer of R/GA New York says, “Integration isn’t about having a single execution copied across different media. The campaigns that stood out [in 360 Lotus] had executions in the different media that took advantage of how consumers consume each medium. Yet, each piece came together in one integrated package. That is the hallmark of integration.”


ADFEST’s INNOVA Lotus Award is given for outstanding innovation ideas for communication. Out of 63 entries received, there was one Grande INNOVA and three INNOVA Lotus awards presented.

The Grande INNOVA Lotus was awarded to Hakuhodo Kettle for Google ‘Memories of the Future’.

Three INNOVA Lotus awards were awarded to Projector Tokyo for Intel ‘The Museum of Me’, Party Inc. Tokyo for Androp ‘Bell’ and McCann Worldgroup Hong Kong for Corbis Images ‘Visual Alphabet’.

“The winning pieces really blew the judges away. INNOVA is about innovation, and these winning pieces used technology in a very innovative way. At the same time, each piece was easy to use, and each piece connected to the user in a deeply personal way,” says Cyber Jury and Grand Jury President Bob Greenberg, Chairman/CEO/Global Chief Creative Officer of R/GA New York.


ADFEST introduced the Lotus Roots category to recognize ideas inspired by local cultures. From 38 entries, the Grande Lotus Roots ADFEST 2012 went to Hakuhodo Kettle for Dear Japan Project ‘Dear Japan, from Phuket’. The agency also won one of the three Lotus Roots awards for Google, ‘Memories of the Future’.

The other two Lotus Roots were awarded to JWT Sri Lanka for CARE International Sri Lanka ‘Vesak Pandol Against Women's Abuse’ and Hakuhodo Inc. for Serena ‘Space Tanzaku’.

Press Jury President, Prasoon Joshi, Chairman/CEO of McCann Worldgroup India, Executive Creative Director of McCann Asia Pacific & Chairperson of McCann’s Global Creative Council explained the concept behind Lotus Roots, when he said, “Culture is a treasure trove for insight. There are many out there who feel that you need to create work that’s very international, instead of local, to stand out. But think about it: work that stands out tends to deeply connect with the consumer, so how better to connect to the consumer than through culture.”

The Grand Jury Panel deliberated carefully and passionately for Lotus Roots. “The pieces we saw truly reflected the rich, diverse culture of Asia, which is great because all the judges who hail from different parts of the world can now go home knowing a little bit more about the world,” says Joshi.

Lotus Legend

This year, ADFEST is introducing the newest award to its tally. Called Lotus Legend, it is given in honour of long-serving creative excellence in the region. To be considered as a recipient of the Lotus Legend, candidates must first be nominated by an ADFEST judge. Each of the 49 judges on this year’s Lotus Awards Juries was asked to put forward one contender. He or she had to be a creative leader that currently works in the Asia Pacific region, who has achieved creative excellence as well as being a role model for junior creatives.

This year’s popular choice for the inaugural Lotus Legend award was Akira Kagami, Executive Advisor & Global Executive Creative Advisor, Dentsu Inc., Tokyo, who has been one of the major creative influencers in the Asia Pacific region and a winner of a number of awards both at ADFEST and other award shows around the world during his tenure.

Stanley Wong (anothermountainman), Visual Communicator at 84000 Communications Hong Kong, summed up a response for the full complement of ADFEST jury members when he said, "Kagami-san really deserves this award. He is not only driving the creativity of the Asian advertising industry forward, he is also championing the spiritual and cultural side of the industry with his work."

Bob Greenberg, Chairman, ADFEST’s Cyber and Grand Jury president and CEO and Global Chief Creative Officer for R/GA New York is one of the creative industry’s long-standing stalwarts, who has been judging creative work for over three decades. He said, “It’s a good idea for Asia Pacific to recognise people who have made a 30-plus year contribution to the industry, building agencies and nurturing staff. “

Speaker Sessions

The final day of speaker sessions kicked off in the morning with “Short Films by the Fabulous Four 2012”, moderated by George MacKenzie. Next came ‘The Magnificent 7: Jury Presidents Crossfire’, as ADFEST’s seven Jury Presidents of 2012 were quizzed by Raymond So, CEO of MastersHub, Shanghai. The group examined some of the work that stood out in each of the Lotus Award categories.

David Elsworth took the after-lunch spot with “Winning Creative with the Client”. ADFEST was then honoured to introduce Rosie Arnold, President of D&AD, who showcased “D&AD: 50 Years of Inspiring Creativity”. The final session of the day was presented by Bob Greenberg, ADFEST 2012’s Grand Jury President, entitled “What’s Next”.


ADFEST could not continue its commitment to the creative industry in Asia Pacific without the generous contributions made by its sponsors. This year, the ADFEST Steering Committee and Working Committee would like to thank the following for helping to make the 15thAsia Pacific Advertising Festival a success:

Titanium Sponsor:

Department of Intellectual Property(Ministry of Commerce, Royal Thai Government)

Gold Sponsors:

Department of International Trade Promotion (Ministry of Commerce, Royal Thai Government);
Thailand Convention and Exhibition Bureau;
Panorama Stock;
KIRZ Co., Ltd.

Silver sponsors were London International Awards, and SourceEcreative. Bronze sponsors included Singha Corporation Co.,Ltd.; Corbis Corporation; Getty Images, Inc.; King Power International Co., Ltd. and LG Electronics (Thailand) Co., Ltd.

ADFEST strives to provide a creative forum and stimulus for learning for the advertising community in Asia Pacific. Every year, the great cultural diversity of work from the region is showcased, rewarded and celebrated. The festival is designed for people to inspire, learn and absorb, teach and innovate, communicate, discuss and debate.



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