PATTAYA – Delegates from all over the region flocked to the PEACH at the Royal Cliff Hotels in Pattaya, Thailand to take part in the 18th Asia-Pacific AdFest.
This year’s conference is four days long to accommodate the two parts–Craft@ADFEST and Creative@ADFEST, for the first time in the festival’s history.
“We feel that for too long, ADFEST only concentrates on the creative side of the business when in fact we know that if you have a good script but you have bad production people making it then the result is very bad,” shared Vinit Suraphongchai, ADFEST Chairman. “We wanted to combine the knowledge from the production side into the ADFEST so in the future, the two disciplines can come together.”
To kick off Craft@ADFEST, speakers from the production side took the stage to share their knowledge: Darren Watson from Fitch who talked about exploring “A Rollercoaster of Emotions”; Conversion Agency’s Sergio Spaccavento who discussed the techniques in injecting humor into advertisements while Tracks & Fields’ Christian Mix-Linzer and Steve Bartlik highlighted the importance of using music for commercials, and Curious Film’s Peter Grasse on the redefinition of production value.
AKQA Shanghai’s Eric Cruz also talked about the “Creativity in the Age of Superhuman” and why we should not be afraid of AI taking over our jobs while Cheil Worldwide’s Jason Chang and Republic Studios’ Eric Hu taught the audience how to “Make Technology Playfully Elementary”.
This year’s Longyin Review composed of Esther Wong, Jennifer Hu, and Maureen Sherrard discussed how China digital landscape affects marcom creativity.
A networking cocktails with flowing food and beer and a good conversation with like-minded people by the Grand Patio Pool capped day 1 of the biggest festival for Asians by Asians.
