MANILA, PHILIPPINES – The inaugural ONE Asia Creative Awards x adobo magazine Masterclass concluded successfully yesterday at the Ayala Museum in Makati City.
Originally slated for a smaller venue, the event was moved to accommodate the overwhelming demand and sold-out crowd, demonstrating the vibrant creative community in the Philippines and their eagerness to learn from global leaders in the industry.
This first-ever masterclass in the Philippines brought together some of the world’s creative leaders for half-day of inspiration, learning, and networking. More than 220 attendees from agencies, brands and clients gained valuable insights into the latest trends, technology like AI and techniques in marketing and creativity.
Masterclass Highlights:
- Kevin Swanepoel, CEO of The One Club for Creativity, captivated the audience with his presentation “2024 ONE SHOW Trends Report: Decoding Award-Winning Work and Predicting the Future of Creativity.” He analyzed trends from this year’s award submissions, providing insights into what resonated with judges and what fell short. Swanepoel also explored the evolving role of AI and other technologies in the creative process.
- Thomas Hong-tack Kim, Chief Creative Officer of Paulus, Seoul, delved into the dynamic relationship between technology and creativity in his thought-provoking talk “Logic to Magic: The alchemy of technology and creativity.” He emphasized that technology is merely a tool, and true magic arises when it is combined with human ingenuity to create impactful solutions.
- Masaya Asai, Chief Creative Officer of Droga5 Tokyo, part of Accenture Song, delivered a compelling session titled “The age of AI…I mean the other AI: Why Authentic Ideas still reign supreme in a tech-driven world.” He argued that despite the rise of artificial intelligence, authentic ideas driven by human intuition and creativity remain crucial for cutting through the noise and making a genuine impact.
- Tay Guan Hin, APAC Regional Director, The One Club for Creativity shared valuable insights from his best-selling Penguin book, “Collide: Embracing Conflict to Boost Creativity,” exploring how creative conflict can lead to breakthrough thinking and innovation. He provided practical strategies for harnessing conflict to generate fresh ideas to drive impactful results.
- Judy John, Global Chief Creative Officer of Edelman, Toronto, offered invaluable advice in her talk “Barbers have the worst haircuts”. Much like barbers who are skilled at their jobs but often neglect their own grooming, creatives focus on building brands for clients while neglecting their own. She challenged the audience not to just make ads but to make utility or entertainment. Her advice was clear: make people care about your work so much that they want to share it. She also stressed the need for ideas to be “sticky and social”
- Daniel Kee, Executive Creative Director of MullenLowe, Singapore, charmed the audience with his insightful presentation “Let’s take a walk”. A humorous and heartfelt journey through his creative life. He shared personal anecdotes and reflections on his career path, offering a refreshing and authentic perspective on the creative process.
- Issang Ceballos, Client Solutions & Video Lead for Meta Philippines, provided practical strategies for leveraging the power of short-form video in marketing campaigns. In her session “Short-Form Video: Maximizing Impact and Engagement for Brands,” she explored how to create compelling content that resonates with audiences and drives results.
“The overwhelming response by the local creative community to acquire new knowledge and inspiration from the mentors of this masterclass on creativity is encouraging,” said Angel Guerrero, Founder, President, and Editor-in-Chief at adobo magazine.
“Be it for a better understanding and impact of AI, the opportunities that creative tech and data provides, the enduring power of a solid strategy and idea, the discovery of self, or simply taking time to observe culture and take inspiration from it,” she added. “Thank you to the incredibly talented and accomplished speakers, and to the One Club for giving us the opportunity to invest in the next generation of creatives.”
“This masterclass offered a rare chance to hear from world-class industry leaders who are not only shaping the future of creative transformation but are also deeply passionate about sharing their knowledge,” said The One Club’s Kevin Swanepoel. “We’re truly excited to help inspire and nurture the next generation of creative leaders and clients offering insights from such diverse and innovative thinkers.”
“A huge thank you to Season Zhou,Director of One Asia and Angel Guerrero, and her incredible team at adobo magazine for making this historical event possible.” said Tay Guan Hin, APAC Regional Director of The One Club for Creativity. “Here’s to many more collaborations ahead, pushing boundaries and empowering creativity across Asia.”
The ONE Asia x adobo magazine Masterclass was made possible by the generous support of sponsors Yellow Brick Road Productions, Soundesign Manila – Audio Production House, and Meta.
Special thanks to our organization partner, Ayala Foundation, Inc., for providing the venue for this event.The One Club for Creativity – home of The One Show, ADC Annual Awards, Art Directors Club of Europe (ADCE) awards, ONE Asia Awards, Type Directors Club and competition, TDC Ascenders, Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE Screen Short Film Festival, and more – is the world’s foremost non-profit organization whose mission is to support and celebrate the global creative community. Revenue generated from entries to its global awards shows goes back into the industry to fund programming under the organization’s four pillars: Education, Inclusion & Diversity, Gender Equality, and Creative Development.
