PATTAYA, THAILAND – The prestigious ADFEST 2024 concluded with the presentation of the Lotus Awards, which honored outstanding creative work across eight categories including Effective, Outdoor, Sustainable, Press, Radio & Audio, Film, INNOVA Lotus, and Lotus Roots. The awards ceremony took place on March 23 at the PEACH venue in the Royal Cliff Hotels Group, Pattaya.
A record-breaking total of 1,587 submissions were received for the Lotus Awards, and a panel of 63 jury members from 23 cities convened to select the winners. Chaired by Malcolm Poynton, the Global Chief Creative Officer for Cheil Worldwide, the diverse group of jurors were instructed to appreciate and celebrate the unique cultural perspectives and creativity of Asia and the Pacific.
The jury expressed their admiration for the exceptional quality of work they encountered. They observed a remarkable shift towards more emotional and culturally rooted ideas, with a resurgence of wit and humor. In their eyes, the winning projects exhibited a deep understanding of human intelligence, transcending boundaries and inspiring people.
David Guerrero, Creative Chair for BBDO Guerrero and Jury President for Film, Outdoor, Press, and Radio & Audio, shared his insights on these classic categories. He highlighted the enduring importance of powerful storytelling in film, while acknowledging the revitalization of radio and audio through innovative use of sound. Guerrero also noted the growing emphasis on interactive and socially engaging outdoor campaigns.
The Outdoor Lotus category received 76 entries, resulting in one Gold award and one Grande winner. The Gold award went to Gigil for their thought-provoking “4Dish Pot” campaign for Netflix, while Leo Burnett Korea was crowned Grande winner for their impactful work on McDonald’s “Mom’s Bed.” Guerrero commended the latter campaign for courageously addressing a healthcare issue and successfully integrating it with social media.
Seventeen entries were submitted for the Press Lotus awards, with one Grande winner emerging. Impact BBDO claimed the top prize for their An Nahar Newspaper campaign titled “The Newspapers Inside. The Newspaper Edition.” Guerrero lauded the campaign for its defiance against censorship and its powerful ability to influence opinion.
In the Radio & Audio Lotus category, 33 entries were considered, resulting in two Gold awards and two Silver awards. Leo Burnett Taiwan was recognized for their moving campaign “Hear My Last Wish” for Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center, while Dentsu received an award for their captivating McDonald’s campaign “Fries Beat.”
With 176 entries, the Film Lotus category was one of the largest at ADFEST 2024. The jury awarded a Gold and a Grande award in this category. The Gold award was presented to Wolf BKK for their enchanting campaign “The Air Drummer” for Robinson Department Store, while CHOOJAI AND FRIENDS claimed the Grande for their comedy film “Sammakorn Not Sanpakorn” for Sammakorn.
Malcolm Poynton, Jury President for Effective and Sustainable, oversaw the evaluation of 39 submissions for the Effective Lotus category. Wolf BKK was awarded the Gold for their impactful CP Chicken campaign titled “Go for Launch,” and Mondelez International Foods secured the Grande with their innovative Oreo campaign “#Bringback2011.”
For the inaugural Sustainable Lotus category, which focuses on sustainable development goals, 55 entries were assessed. FINCH emerged as the Gold winner with their thought-provoking campaign “Correct the Internet.”
Poynton also presided over the INNOVA Lotus and Lotus Roots categories. INNOVA Lotus received 32 entries, with two campaigns earning Innova Lotus awards. Dentsu was honored for their WITH ALS campaign “Project Humanity,” and Leo Burnett Taiwan received recognition for their innovative work on Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center with their campaign “Paper Organs.” The Grande INNOVA Lotus was awarded to TBWA\Hakuhodo for their holistic design solution campaign “Shellmet.”
Lastly, the Lotus Roots award celebrated projects that preserve and celebrate local cultural heritage. The Lotus Roots Grande was awarded to DENTSU for their Japan Railway 150th Anniversary Campaign titled “My Japan Railway.”
Throughout the event, the jurors marveled at the outstanding creativity and profound impact of the winning campaigns. The ADFEST 2024 Lotus Awards showcased the immense talent and dedication of creative professionals in the Asia-Pacific region, as they continue to push boundaries and create remarkable work that resonates with audiences worldwide.