ASIA-PACIFIC – MARCH 2011 – AD STARS 2011 (BIAF: Busan International Advertising Festival) announced that the jury for AD STARS 2011 will be chaired this year by former WPP Worldwide Creative Director Neil French. AD STARS 2011 will be held at the Busan Haeundae Grand Hotel and in nearby venues from August 25 to 27, 2011.
As chair of the jury, French said, “I was surprised to be asked because it must be ten years since I was in Korea. Obviously I am grateful and very flattered.” to a question about the evaluation, he answered, “We will all agree on the criteria we most value, and then it should be easy sailing.”
He also mentioned the most important things that he considers in advertising. “First the audience; there is no point in producing advertising that nobody understands, or that the audience feels is irrelevant to their own lives. Second, the idea; all the slick art-direction and camera-work can’t save an ad that is just ‘fluff.’”
AD STARS 2011, in the fourth year of the event, will establish a unique venue called ‘AD STARS Village’ for festival visitors, tourists and Busan citizens to enjoy the event as well as to avoid the hot weather in late summer. At ‘AD STARS 2011 Village’, promotion booths will be built for the public brands of nations, cities, and NGOs from all over the world. The brands will be promoted online, as well.
Applicants for AD STARS have grown every year; 3,105 works from 29 countries in the first year, 3,258 works from 38 countries in the second, and 5,437 works from 41 countries last year. The organizers set the target of 6,000 works from 45 countries this year.
