Kentaro Harano and So Yamada of Hakuhodo Inc, Tokyo, bagged the Fifth Young Lotus Award at AdFest 2008 in Thailand on March 27. Team Tokyo was followed by Team Hong Kong, Leo Burnett and Team Manila; Lowe Worldwide (Philippines) was the other finalist.
Twenty-six young creatives from 13 cities – Bangkok, Beijing, Colombo, Dhaka, Ho Chi Minh, Hong Kong, Jakarta, Kuala Lumpur, Manila, Mumbai, Seoul, Taipei and Tokyo – attended the 'Fifth Young Lotus Workshop at AdFest 2008, which was moderated by DDB Worldwide. The 13 national teams presented their creative ideas to the DDB Worldwide team.
Commenting on the results, Neil Dawson, Global Creative Director of the Philips account, DDB Worldwide, said, “We chose the winning team based on their creativity, its insight and for its potential ‘talk value’ – the amount of interest and awareness it could achieve amongst the community.”
Dawson was impressed by the standard of thinking and the quality of production that the Young Lotus participants had shown. All the participants came up with creative ideas and thinking reflecting the cultural diversity in Asia, he added.
Vinit Suraphongchai, Chairman of the AdFest Working Committee, said, “The Young Lotus Workshop is the pride of AdFest as it is the direct result of our vision to create a learning forum for the creative community in the Asia Pacific. It is extremely rewarding to all those involved and we will continue to put our effort and resource behind it to make sure it happens every year. In future years, we plan to develop other kinds of training events to add to the AdFest agenda.”
The Young Lotus participants were inspired by Neil Dawson; James Lou, Executive Vice President and Managing Director of Strategy, DDB Worldwide Chicago; Steve Jackson, Senior Vice President, Global Business Director, DDB Worldwide New York; and Dan Zonmani, Managing Director, Far East DDB, Bangkok.
This year, the participants were given the topic, ‘Ban the Bag’, and were asked to develop a campaign that would make the public mull over the way they used plastic bags and the lethal effect they had on the environment. Each team was given a Flip Video, designed for use and in conjunction with YouTube, allowing them an opportunity to shoot, edit and present their campaigns quickly and easily to the DDB Worldwide judging panel. Each team was given 24 hours to come up with the idea.
The participants were also allowed free access to still photographs and audio library, courtesy Getty Images, one of the sponsors of AdFest 2008.