PRESS RELEASE
SPEAKERS: HAKUHODO, HAPPY FINISH, CHEIL WORLDWIDE, JUICE., HONG KONG DESIGN INSTITUTE, THE BEST OF GLOBAL DIGITAL MARKETING AND MOTH PROJECTS… ALL APPEARING AT ADFEST 2015!
BANGKOK: ADFEST is pleased to announce that some of the world’s most visionary creative leaders will present at ADFEST 2015 during an epic festival that runs from 19th – 21st March at the Royal Cliff Hotels Group in Pattaya, Thailand. Speaker Sessions include:
 
YOU’RE THE HERO. NOT A TARGET – THE NEW ERA OF STORYTELLING – HAKUHODO, TOKYO
(Friday 20th March, 2:30pm)
Kazuaki Hashida (Hakuhodo Kettle) and Takahiro Hosoda (TBWA&fxg;HAKUHODO) will explain, with plenty of real-world examples, how Hakuhodo approaches and creates ads that turn consumers into heroes. Best of all, the pair will even encourage delegates at ADFEST to steal any techniques they can put to work right away.
“It’s no longer appropriate to consider consumers to be a “target” that simply accepts or receives something. Instead, we should conceive of them as heroes who actively live out rich narratives, which we call lives,” says Hashida.
“With this idea in mind, the way ads are made changes dramatically. The majority of ads in the past played out like movies, revealing to the audience a wonderful world concocted on the big screen. But now, we can get the audience to dive into that screen. What we need is not a corporate message; we need a story for our hero: not media to communicate, but a stage on which our hero can act. The notion of “consumer as hero” is eroding, bit by bit, advertising’s former status quo,” says Hosoda.
 
LET’S GET REAL – THE FUTURE OF AUGMENTED & VIRTUAL REALITY - HAPPY FINISH
(Saturday 19th March, 10:45am)
Simon Gosling, CEO at Happy Finish, will examine the advertising opportunities that Virtual & Augmented Reality bring to brands, while showcasing work Happy Finish has created for Oculus Rift and Google Cardboard for Ted Baker, River Island, Lufthansa, Mercedes and Honeywell.
Happy Finish has studios in London, Mumbai, Shanghai and Portland Oregon.
Gosling joined Happy Finish as CEO in June 2013, working alongside Founder/ Chairman, Stuart Waplington, to expand the business in London and Mumbai, launch in Shanghai and Portland Oregon and develop into a full 360 production service, adding Interactive and Motion VFX services to their existing business. He is a seasoned speaker at global advertising industry events having spoken at Ciclope, Cannes Lions, D&AD, Cristal, BAFTA and TEDx.
 
BAD IS BAD – CHEIL WORLDWIDE, SEOUL
(Thursday 19th March, 4pm)
Cheil Worldwide’s resident expert on Brand Experience, Chung Su Ko, will shed light on what this burgeoning field of communications really means.
As Creative Director, Brand Experience Group at Cheil Worldwide in Seoul, Ko says brand experience is more about designing a specific perception of the brand. Of course, perceptions are relative according to context, goal, and point of view. The term “bad” is used to describe both the mediocre and the extraordinary.
Ko’s Speaker Session will explore the duality of “BAD” in brand environments and experiences, where good design can lead to negative results and vice versa. He will also present two standout Cheil projects: Kolon Inspiring Journey, a major industrial brand seeking public recognition through an art marketing campaign, and Samsung Galaxy Studio in Your Life, which transformed the perception of the Galaxy brand from techy to lifestyle focused.
 
WE WILL FIX IT IN POST – JUICE. WROCLAW & WARSAW
(Thursday 19th March, 3:15pm)
“We will fix it in post” is a sentence you hear at least once during the execution of 90% of advertising projects, according to the team at Juice in Poland, which is running a Panel Discussion presented by Juice.’s Adam Tunikowski (CEO and Creative Director), Michal Dwojak-Hara (Head of Animation & Creative Director), Michal Misiński (Art Director) and Nicola Lasota (Producer).
Their Panel Discussion will help people understand the importance of the Creative Agency team working closely with the Art Director and VFX Supervisor.
“It’s not always the truth that if you make something for a smaller budget, in a shorter time, you will have to compromise on quality.  We will also present a fourth element, which makes it possible to create great quality projects in a short time and with a small budget. And we will explain why we have to be bad to make it happen,” says Tunikowski.
 
BUCKLE UP! THE TIDAL WAVE OF TRANSMEDIA IS OVERWHELMING THE ADVERTISING INDUSTRY – HONG KONG DESIGN INSTITUTE                 (Friday 20th March, 4pm)
Chung Chung Chan, lecturer at Hong Kong Design Institute, is presenting a Speaker Session exploring how a solid understanding of the art and craft of storytelling is essential when creating successful Transmedia projects.
“The really interesting thing about Transmedia storytelling as it relates to brands and organizational messaging is increasing awareness of how important it is to coordinate media interactions. It is important for everyone to know what these emerging content strategies mean and how to apply them to our own innovative process for creating a richer experience for consumers and fans to be engaged and participate more meaningfully in the brand‘s story world,” says Chan.
 
ROI OF THE BAD: DO SHOCKING ADS REALLY WORK – THE BEST OF GLOBAL DIGITAL MARKETING, TALLINN
(Thursday 19th March, 6pm)
Shocking, different, bad. Award judges love such ads and value their creativity. But do such ads really work and make the advertiser happy? To shed light on this contentious topic, Hando Sinisalu – CEO of Best Marketing International in Tallinn, Estonia – is presenting a Speaker Session analyzing the effectiveness of examples of shocking, rule-breaking campaigns, offering key lessons on how to make shocking ads work.
“The main problem with creative festivals is that they judge the idea, and not the results. So in the end you will see winning ads, that are creatively excellent, but do not work for the brand. My goal is to find out what kind of shocking ads work and what kind of ads are actually harming the brand,” says Sinisalu, a marketing journalist, researcher, conference speaker and producer.
 
STORYTELLING IS THE NEW BLACK – MOTH PROJECTS, SYDNEY                         
(Friday 20th March, 3:15pm)
Jonathan Samway, Partner and Executive Producer at Moth Projects in Australia, believes the advertising industry has moved further and further away from its most important job: to tell stories that engage people.
“We’ve been seduced by quantity over quality. How many eyeballs did we collect? How much media space did we have to buy to collect those eyeballs? Those days are dying along with the traditional model of commercial broadcasting,” says Samway, Partner and Executive Producer at Moth Projects in Australia.  His Speaker Session will examinehow brands find new customers in a new world in which TVs have become monitors that connect to content providers, and people watch what they want to – anywhere, anytime.
 
 
** ADFEST will announce additional Speaker Sessions over the coming weeks. Book your Delegate Passes to ADFEST via www.ADFEST.com
 
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