PATTAYA – Even as more finalists were being announced for the different categories, the second day of ADFEST 2017 continued to showcase the diversity that the festival is celebrating. The first speaker for the day was Claudia Cristovao of AKQA, who discussed a social media-heavy topic entitled “Where do posts go when they have no likes?”
This was followed by the presentation of “The Fabulous Four 2017,” a quartet of young filmmakers whose scripts were favorites of the Film Craft Lotus and New Director Lotus. Of the 35 script submissions, those of Naoya Yamaguchi, Miyuki Akimoto, Kai Oe, and Yoshikaze Kanezawa rose to the top. Each director debuted their short films for the first time.
Yamaguchi’s Floating Father, Akimoto’s Tradition, Oe’s Life Style, and Kanezawa’s The Dolls with Attitude all were made with the central theme of diversity in mind. In a panel moderated by Corey Esse, Managing Director and Executive Producer at FINCH. Attendees were then asked to vote for which of the four they liked the most, with results to be released on the ADFEST Day 3.
Following the serving of lunch, Google Thailand Head of Agency Phu Truong then took the stage to discuss “Google and YouTube: Storytelling through technology.”
FCB India Executive Chairman Rohit Ohri then made his case for “Never finished ideas,” or the new philosophy of FCB globally. With the examples he cited, Ohri pointed out that rather than coming up with concepts that finish so quickly, “never finished ideas” should actually provide maximum value for brands and gives them the most amount of stability.
From Design Army out of Washington, DC, Co-founder and Chief Creative Officer Pum Lefebure proceeded to talk about “Mastering the art of seduction.” Lefebure noted that brands as disparate as Glade, Milk makeup, Harper Macaw chocolates, Restoration Hardware, Amazon Go, and Lockheed Martin all sought to enrich audience experiences by seducing them, resulting in some very impressive campaigns.
The final speaker for the day was Dave Christison, managing director, executive producer, and co-founder of The Woolshed Company. His talk, “The Viral Experiment,” covered the company’s work in the viral landscape with a particular focus on concept ideation, production methodology, and distribution strategy.
