AdFest, one of the largest annual advertising festivals in Asia Pacific for celebrating and raising the standard of creativity in the region, has unveiled its theme for the year 2014 – ‘Co-Create the Future’.
The new theme builds on the essence of the festival, i.e. collaboration of creative minds and rewarding the creative community for fresh new and innovative ideas.
The new logo, which is a spirograph, has two expressions and has been designed by Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India, who was also Jury Chair for Design Lotus and Print Craft Lotus at AdFest 2013.
“AdFest is a collaboration of creative minds. It is a creative award for the creative community. It is all about rewarding fresh, new and innovative ideas. So we’ve come up with an icon that is not constant, like an idea that is never the same. The icon comprises two parts – one is a symbol of co-creation and the other is the output or expression of such co-creation. The playfully simple spirograph can create hundreds and thousands of wonderfully creative expressions,” said Padhi.
The logo depicts the creative expressions that the advertising fraternity delivers to consumers through collaboration and co-creation.
“I’m very excited because the second part of the logo, which will be implemented closer to the festival, is the expression of these two forms and it is really going to add life to this lively festival. Also, usually there is a standard logo for a company, product or event like this but we are breaking the traditional thinking. If more that one logo or an expression of the logo can make a creative event like this more vibrant, energetic and lively, then why not?” he added in his characteristic manner.
The new theme reflects how marketing communication in today’s world between businesses and consumers is more diverse and transparent than ever.
Vinit Suraphongchai, Chairman, AdFest Working Committee stated, “It’s undeniable that the collaborations between brands, agencies, media, and consumers are crucial in today’s communication. The voices of consumers have great influence in defining the value of brands and these voices are loud and clear.”
“It is crucial for everyone from brand owners to end consumers to recognise we are all communicators and how powerful we are as influencers. Whether we mean to or no, we influence our friends, peers and other consumers. The recognition of this influence will allow us to create something even more meaningful together. The AdFest 2014 icon, designed by Santosh Padhi, is a great reflection of how co-creation can lead to endless possibilities,” said Jimmy Lam, President, AdFest.
AdFest 2014 will be held from March 6 to March 8, 2014 at Royal Cliff Hotels Group, Pattaya, Thailand.