ADFEST JURY VIEWS
Outdoor Lotus Jury President Sheung Yan Lo Chairman, JWT Shanghai Executive Creative Director JWT North East Asia
Every country has its own interpretation on how to do a great outdoor, the most conventional medium. We unanimously picked the “Green Pedestrian Crosing” as the Grand Prix. The message is about using your own mode of transportation--walk more so that the world will become greener. The impact actually carries down the line especially when the poster becomes something that you can come to see in a museum and appreciate.
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is a wall with a lot of stickers. People can put down their wishes on the stickers and then this train will 300 kilometers per hour and at the end of the destination the sticker is still there. The last Gold goes to more conventional poster campaign done by Singapore alongside the bus stop for Rough Guide. It is really eye-catching and it leaves an impression.
The Gold from Korea is for Super Sticky Post-It. Stick in Korean also means pass. High school students go to the temple, pray and try to stick a coin on the wall. If it sticks that means you pass the exam. Using this cultural insight, they invited people to get on a train. Outside of the train
Press Lotus & Poster Lotus Jury President David Guerrero Chairman & Chief Creative Officer BBDO Guerrero / Proximity Philippines
It felt like Print was the most democratic medium open to every team in Asia, compared, let’s say, to Cyber. Press and poster remain a substantial force in people’s lives. Print still commands a big share of client budget, especially in developing markets. For Press, from 349 entries, we only got to three Gold. We unanimously gave Best of Show to “Coin Landscapes”
coming from Rough Guide from DDB Singapore. Folded up paper money is often used in ads. Much more rarely do we see coins. They did this in a relevant way for the budget travel guide. We came down to two Gold awards from the 377 Poster entries. The Best of Show was for Malaysia’s No. 1 newspaper, New Straits Times. We thought that it took a
May-June 2011
commonplace strategy about newspaper – to claim the great depth of analysis – and had a new way of visualizing it. We felt that it was a great achievement in this category. Overall we didn’t feel it was fantastic year. This region has a lot to live up to in this category and I think that we need to do more to sustain that on a global level.
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