BUSAN, SOUTH KOREA — The second day of MAD STARS 2024, held from August 21 to 23 at BEXCO in Busan, South Korea, was filled with introspective conversations as industry leaders gathered to discuss the intersection of creativity, technology, and human connection.
From talks on women’s empowerment to channeling anger to achieve creative excellence, the speakers on Day 2 of the festival seemed to resonate with one thing: human connection. According to them, AI has the potential to bridge gaps across industries and create a deeper sense of community.
Dentsu Creative Canada’s Chief Creative Officer, Jordan Doucette, kicked off the conference with her talk, titled “Don’t Bring the Donuts and Other Tips on How to Rise the Ranks as a Woman in Advertising.”
Jordan emphasized that the conversation is about inclusivity and diverse thinking, and not just about women. She praised the advertising industry for valuing creativity over formal qualifications, noting, “One of the things that I think is amazing about advertising is that it’s kind of one of the only industries where it doesn’t super matter where you go to school or what kind of qualifications you have.”
She also observed that women often face more fear than men regarding career progress and advised them to embrace confidence to achieve creative excellence. She stressed, “If we’re going to get more women a seat at the creative table, we need more people to join these kinds of conversations and help each other.”
Suzana Apelbaum, Head of Creative & Innovation at Google, spoke on the transformative impact of AI on creativity, declaring, “There’s no way back” in a future increasingly driven by AI. She acknowledged that while experimenting with AI can be uncomfortable, it is essential as it enables significant enhancements in creative capabilities. “With AI, you can really change how you elevate your powers,” she noted, expounding on how AI can save time and open up new possibilities. Suzana concluded by sharing a compelling experiment where she collaborated with a musician to blend human and AI creativity, resulting in a unique song.
Park Wannasiri, Chief Creative Officer at VML Thailand, took to the MAD STARS stage with his session, “AI… Save My Idea.” He told the audience, “What’s most important to me is my ideas. So I’m glad there’s AI to save my ideas.” Park elaborated on the process of conceptualizing Boonthavorn’s “Door Poster” campaign, which began with the cherished tradition of storytelling in Thailand and evolved into an AI-driven initiative. This cutting-edge approach reimagined the traditional brochure, turning it into a dynamic home improvement gateway and a bridge connecting generations of Thai homes.
Pooja Manek, Founding Member and Creative at Talented Agency, shared her insights on harnessing anger for creative excellence in her talk, “AI Can’t Get Angry, You Can.” Pooja, whose agency was born from dissatisfaction with the industry’s status quo, demonstrated how anger can be a powerful catalyst for creativity through her FAB Framework: Feel the rage, Ask yourself what you want, and Bias for Action.
“Anger is our body’s natural reaction to injustice,” she said.
Tawana Murphy Burnett, Head of Top Accounts & Agencies in APAC at Meta, illustrated the role of technology in deepening human connections. Sharing a personal experience with an AI-powered assistant, Tawana explained that AI’s true potential lies in “innovating to deepen human connections,” citing advancements such as Ray-Ban Meta Smart Glasses and the Metaverse.
Carl Urgino, Head of Art at Leo Burnett Manila, recounted the creation of “Unbranded Menu,” the Philippines’ most awarded campaign of 2023. Despite limited resources, Carl and his team transformed a simple food item into a cultural icon within the gaming community, showcasing creativity’s power to captivate and engage.
Last but not least, Adlin Rosli, Creative Manager of Our LEGO Agency, grabbed the attention of fandom-inclined audiences in his talk, “Fandom First Marketing: Tone of Voice Matters.” He urged creatives to get the tone of voice right, highlighting that respect and authenticity are crucial. Adlin encouraged involving fans and being nimble, noting that it’s essential to stay vigilant and verify online information. He stressed understanding the responsibility that comes with engaging fan communities and ensuring that the work remains aligned with brand safety.
“Be careful what you find online, verify, verify, verify; and understand the responsibility you have,” Adlin shared to the crowd.
The day concluded with a lively Networking Party at ClubD Oasis in Haeundae Beach, Busan, providing an opportunity for both attendees and jury members to connect and celebrate the festival’s insights and achievements.
adobo Magazine is an official media partner of MAD STARS 2024.
