M&C Saatchi Asia’s Ben Welsh reflects on Adfest
M&C Saatchi Asia Creative Chairman Ben Welsh (pictured) was jury president for Film and Radio and this year’s AdFest. Here he offers his final thoughts on what was a highly successful and well run Festival.
Heading up the highway from Pattaya to the airport is a good opportunity to reflect on the past week.
First thought, and one that will be the first thought for most people leaving today – Thank God it’s over. Judging is always tiring, but when you judge here it’s doubly so. The ‘beer group pressure’* gets to you. Not just because everyone is there to have a good time, but because it’s so bloody hot. You drink beer to cool down. The beer warms up. You drink faster…..
Had there been a stubby holder in the Innova category I’m sure it would have won. Actually, a smart stubby holder could be fun.
But, to more important things.
THE WORK
There was some world-class work. There was some weird work. There was average work. But the one thing about pretty much all of the work was its cultural resonance. And that’s what makes AdFest so fascinating.
Some of the best work was a combination of a great idea and a unique culture:
Beertroleum. NZ
Touch the Pickle. INDIA
MotoRepellent mosquito thing. THAILAND
Firefly TV. JAPAN
Ugly Rashie. AUSTRALIA
THE SPEAKERS
I went to a few sessions but didn’t manage to stay for any in their entirety because I had judging or speaking or press duties. That said, I saw enough of the following to be impressed and inspired:
Kentaro Kimura and his Creative Alchemy: Combine, Mimic, Upside down, What if, The truth behind. I really like Kettle’s City and Forest thinking.
Steve Henry with a reminder to everyone of the fundamentals: safe isn’t safe, safe will kill you; you get great by taking risks; brilliant creative combine obstinacy with perversity and charm.
Mike Edmonds and his ‘true truths’.
ON SPEAKING
It’s a tough crowd.
FINAL THOUGHTS
If you haven’t been, go.
What is that terrible smell on Walking Street?
Why do so many Thai boys become Thai girls?
*a term invented by Andrew North who would know all about it