May the right brain win.
I first heard about Goa a couple of years back, from a few Indian colleagues I met at a regional JWT conference. They were bragging about Goa beach and how it’s such a great party place. Being a true Pinoy explorer, I had to brag about Boracay. Luckily, during this year’s Kidlat awards on that same beach my agency managed to bag a few metals, so I got invited by our network (BATES 141) to a creative review in Goa — just in time for the Goafest.
So two weeks after basking in the Boracay sun, I was off to India. With no clue but internet photos, stories from JimBasic friends, and Slumdog Millionaire, I endured a 24-hour flight and 9 hours at Bombay airport to reach the best beach in the Indian Ocean.
Finally, the plane landed in a small international airport and there I was. The outside signs were all funny; one guy waited with a sign for “Ms. Monkey”. When I finally met our regional guys, we cracked up about my trip. There I was honored to finally meet our Regional Creative Head Sonal Dabral, Russel and Sipi from the Bombay office.
(Driving around India, especially in the provinces, is no different than driving around Laguna. We Filipinos have much in common with the Indians, probably more than most of us expect.)
Yes, Goa is amazing. The sand is pinkish white, as fine as in Boracay. Sometimes it felt so powdery that you’d be tempted to bag it and sell it per gram. It’s vast; you walk 400-500 meters before your feet even start to get wet. It stretched for miles and the landscape was just breathtaking. Even for a true-blooded beach bum, Goa is a definite must-see. The water was not as blue as that of Boracay or Bohol though, with a sharp slope that gets deep fast (but who am I to complain). Submerged in this foreign body of water, I felt the ocean’s energy recharge me from my 24-hour journey. Then and there I realized one important thing: there is nothing like the natural high from an overwhelming feeling.
Around 5pm, I started getting ready. I put on my jeans, shoes and socks, expecting Goafest to be like ADFEST. From the conference area on, I was wrong. But this is how creative award shows like Kidlat should be. Imagine entering a world designed for and by creatives: stage by the beach, people sitting in the sand, drinks flowing everywhere. As I entered, I felt the sand get into my shoes and socks, and it just didn’t feel right. I had to buy shorts and sandals right there. Exactly contrary to my expectations, Goafest was about letting loose, killing the left brain and just absorbing the experience. Rather than an AdCongress, it felt more like an advertising Woodstock. As we see from their movies, Indians love to dance; theirs may be the only culture where men are unashamed to shake their butts more than women. Dancing started at noon, and there was a stage where water flowed out of shower heads like rain…it would have been the perfect moment for MTV’s “The Grind.”
There I was, one of two Chinese among 3000 Indians (the other one was my network chairman, Jeffrey Yu!), telling everyone that I’m the first Pinoy ever to set foot in Goafest. Then in a party this Indian girl approached
me. It was Bhavna, a Filipina Indian who once worked in Manila but who’s been working in India for a year now. She was like, “You’re not the first Pinoy here –
I AM!” I guess being Pinoy isn’t the color of our skin — it’s the energy inside that makes you shout hoooy!!! in a crowd. Though we’d only met a couple of times when we were both in TBWA Manila, she pulled me to her friends and taught me to dance like them. She was proud to say that she was Pinoy and that there was another one in the crowd. They played ‘Bebot’ by the Black Eyed Peas three times that night. Only Bhavna and I understood it, but everyone was dancing like there was no tomorrow.
Of course it wasn’t all partying. Sir John Hegarty of BBH spoke on 10 reasons why we should be in advertising. I guess it was a good way to inspire young creatives in a time of recession. According to him, now is a great time to be in advertising, because we can invent stuff. We actually take part in the creation of things, new products and innovations; our range of influence now goes beyond our old ideas of advertising. In his talk, I picked up an important detail—we should think with our right brain, and act with our left. Exactly the theme of Goafest: Let the Right Brain Win. Now, whenever I read adobo and find more and more Pinoys joining BBH, a feeling of pride seeps in (lucky bastards!).
All around this ad wonderland by the beach, exhibit areas showcased creativity per category. I was overwhelmed by every manifestation of creativity I saw. It was like being a kid in a candy store, or a guy in a club where there are more hot chicks than guys.
They showcased the finalists, and (man!) the level of crafting for Print and Film in India is awesome! It’s a big country, so rich in culture and people. Indians are brilliant and passionate. It shows in their ads.
The Goafest appeared to be a purely Indian showcase of creative talent—no foreign judges. This made me think. After seeing them dance, watching them drink all day, and listening to their stories, I realized why: they keep it pure, and this is what makes them great. They dig deep within their own yards for ideas and executions, and this is exactly what brings them world-class recognition. Their work reflects so much of their culture and who they are.
It will be years before Indians start inviting foreign judges to Goa, only for this reason, which I totally respect. It was a great show, much like AdCongress in Cebu years ago. They were generous with metals—everyone felt good. As a foreigner, I appreciated that they kept it very local and, at the same time, globally appealing.
What about the advertising? It was intense. It played with your senses, everything set a notch higher. The visuals were crisp and colorful. The sound was amazing. It is clearly an era of the “slumdog.” Greatness springs from all walks of life; each with a unique experience and view of the world. This is what makes Indian advertising stand out. Not everyone has seen India and felt the intensity there. So as the world watches this rich mash-up of culture, history and people, you hold on to your seat and get taken in by the experience.
Another 24 hours going back to Manila… As I sat in the airport waiting to board, I had more than enough time to recall what I experienced in Goa. Kicking inside, I could only wonder “Wow…what the f@#k was that!”
Truly, it was beyond my expectations. Being the only, if not the first ever Pinoy at Goafest made me truly grateful for the experience. When you go to a place with a lot in common with where you’re from, you can’t help but compare.
In India, the right brain wins…I wish I could say the same about where I’m from.
