BUSAN, KOREA — The 17th edition of MAD STARS has set a new benchmark for innovation and creativity, featuring two floors of exhibits brimming with celebrated work from both emerging talents and seasoned industry professionals. Attendees will experience cutting-edge designs and AI-integrated projects from leading exhibitors, while an exceptional lineup of speakers and jury members is prepared to share visionary insights into the future of creativity. To elevate the experience further, live AI-powered on-screen translations ensure that this year’s event not only meets but exceeds its ambitious goals.
The international conference celebrating excellence in creativity, marketing, and advertising returns with an enhanced iteration of its much-awaited festival, held from August 21 to 23 at BEXCO in Busan, Korea.
Taking on the theme of “AIM: Aim Marketing Success with AI,” MAD STARS is set to highlight the best works that blend marketing, advertising, and digital content – fully committing to its promise of being the ultimate “MAD TECH” festival. The works that best represent this will be showcased at the show, with winners to be announced on the festival’s culminating night.
What makes an ad award-worthy?
The conference started with a special session with the MAD STARS 2024 Executive Jury, consisting of Gabriel Lora, VP of Strategy & Digital Transformation, FCB Newlink; Emma de la Fosse, Chief Creative Officer, Edelman UK; Matt McDonald, Chief Creative Officer, BBDO New York; and Suzana Apelbaum, Head of Creative and Innovation, Google. Moderated by MAD STARS’ Vice Chairperson Sangsoo Chung, the discussion began with panelists each sharing their perspectives on the judging process, emphasizing different facets of what they value in this year’s entries.
Matt highlighted the importance of originality in ideas, saying, “What we really look for (in entries) is if an idea is original. We’re looking to be surprised — and in advertising these days, it’s so hard to be surprised.”
Suzana stressed the significance of humanity, especially amidst ongoing discussions about AI, while Emma valued cultural insight, advocating for work that resonates with local cultures in a globalized world.
When asked which entry impressed them the most, Gabriel mentioned Dentsu Inc.’s “My Japan Railway,” stating its exemplary execution of creativity and effectiveness.
“My favorite piece is the one that made me jealous,” Suzana shared as she mentioned AnNahar’s “AI President” campaign. “It demonstrates how AI can really drive political change, and it sets a bar as to how it combines human creativity and AI — where AI is complimenting the solution through its role and function.”
For Matt, two entries stood out: “What the Fast” by Leo Burnett Thailand for Krungsri FirstChoice, which he stated is a great example of the use of humor, and “Fit My Feet” by McCann Worldgroup India for Buckaroo, which impressed him with the scale of impact through the activation of the street peddler network.
Emma’s pick is Heineken’s “Heidden in Plain Sight” created by Leo Burnett Kuala Lumpur, highlighting the clever use of brand identity and cultural insight while observing a strict government policy in Malaysia where alcohol brands are not allowed to advertise.
The panel addressed questions on the impact of emotions and empathy in advertising. Emma noted that 50% of audiences feel nothing when they see ads, while Gabriel highlighted the importance of integrating empathy, social exploration, and collectiveness in advertising campaigns.
Authenticity and EI (Emotional Intelligence) in an AI-driven world
Wayne Deakin, Global Principal and Creative of Wolff Olins, shared six key rules for building future-ready brands. In his talk, he emphasized the importance of authenticity, transparency, and intent of showing up. Agility, adaptability, and consistency are some of the values that Wayne highlighted in his presentation.
Wayne notably concluded his talk by saying, “We often think that we are in the marketing business, but we must remember that we are in a people business. Remember: an unforgettable brand is one that treats you as a human.”
Afterward, Hemant Shringy, Chief Creative Officer of FCB Ulka, highlighted the importance of utilizing one’s EI (emotional intelligence) in a fast-paced, AI-driven world.
Hemant, the ad man behind the impactful campaign “#ShareTheLoad” for Ariel India, presented the campaign as a prime example of emotional intelligence and brought awareness to the significant difference in the mental load of women versus men.
“Can AI be as endearing?” Hemant asked, sharing examples such as Volkswagen’s campaign celebrating 70 years. “AI works best when it does the same; the true power of AI can be harnessed when it’s used alongside human values like relevance and empathy.”
The conference concluded with a keynote from Aeri Park, CEO of HSAD, titled “The Era of AI-Driven Marketing Creativity.”
Aeri’s agency, HSAD, commercialized the first integrated AI marketing platform in Korea, providing an array of AI-integrated creative services to its clientele.
Aeri compared the impact of AI as similar, if not significantly larger, to the impact of the iPhone release. “AI has had a huge impact on the industrial ecosystem, but the impact AI caused is a much bigger whirlwind,” she commented.
On welcoming AI into the business and creative workflow, Aeri stated: “The question we always ask is, ‘What can AI do?’ and we tried hard to answer that. But now, we’ve repositioned this question to ‘What do we actually need from AI?’”
According to Aeri, AI is meant to be a source of inspiration and an engine of consistency, where it is capable of maintaining and enhancing creativity through change. Additionally, she highlighted that the biggest challenge for AI at the moment is teaching the models to understand sensitivities, demands, and persistence. “Ensuring AI grasps the excitement of our work, although we are still far from this,” she commented.
“The use and direction of tech are determined by those who wield it,” Aeri concluded. “Dash into the future with AI.”
MAD STARS 2024 Opening Ceremony and Gala
MAD STARS culminated the first day of the festival with the Opening Ceremony and Gala, where Hong-joon Park, Mayor of the city of Busan, welcomed all MAD STARS 2024 delegates in his speech. He further acknowledged the festival’s partners and supporters who helped make the event possible.
Awards were bestowed unto industry leaders and innovative agencies, namely:
- International Honor Award – Fernando Machado, Operating Partner, Marketing Advisor and Board Member, Garnett Station Partners
- International Honor Award – Kim Nack-hoi, President, Korea Federation of Advertising Association
- Lifetime Achievement Award – NS Shopping
- Lifetime Achievement Award – Jung Sung-soo, former CEO, HSAD
- Innovative Leader – Lee Yong-woo, CEO, Innocean
- Top Innovative Agency AI – NewBlue Digital Marketing Group
- Top Innovative Platform AIGC & Marketing Impact Integrated – D&S Media (China)
The gala concluded with a prosperous toast led by Lee Yong-woo, CEO of Innocean.
adobo Magazine is an official media partner of MAD STARS 2024.
