Pattaya, Thailand – The bustling seaside city of Pattaya became the nexus of creativity as the ADFEST 2025 concluded its second night of award celebrations. The highly anticipated event saw entries across various categories including Creative Strategy, Effective, Outdoor, Sustainable, Press, Radio & Audio, Film, INNOVA Lotus, and Lotus Roots. Amidst the festive mood, the industry also marked the announcement of the Grande for Humanity and Special Awards.
This year, ADFEST attracted a substantial number of entries, with 1,641 creative works competing. A notable panel of 63 jurors from 19 cities, split into seven groups and chaired by globally renowned Susan Credle, gathered to deliberate and decide the winners. Credle, expressing her satisfaction with the jury’s selections, noted the depth and economic impact of the ideas that prevailed.
Echoing the festival’s theme “Collide,” diverse entries addressed cultural responsibilities, innovative strategies, and sustainable solutions through creative collisions. Reed Collins, Chief Creative Officer for Ogilvy Asia Pacific in Hong Kong, presided as Jury President for Film, Outdoor, Press, and Radio & Audio categories, emphasizing the evolution and boundless potential of creative ideas in these areas.
The Press Lotus category, though small with 17 submissions, saw a rigorous selection yielding one Silver and one Bronze award. Collins lamented the decline in traditional press entries but admired the resilience of impactful press advertisements. Similarly, the Radio & Audio category demonstrated significant growth, with 32 entries and accolades spread across Silver and Bronze distinctions.
Outdoor Lotus celebrated larger participation with 84 entries, yielding three Bronze, two Silver, and one Gold award. The winning entries were noted for their cultural relevance and insightful engagement. The Film Lotus category was the festival’s largest, with 174 entries, where humor and optimism shined through, securing multiple Bronze, Silver, Gold, and one Grande award, given to Leo Thailand for a campaign titled “What the Fast!”
A fresh addition this year was the Creative Strategy Lotus category, recognizing campaigns that brilliantly fuse insight with creativity. It promptly attracted 99 entries and numerous awards including Bronzes, Silvers, and Golds, with the Grande awarded to Havas Creative India, Mumbai for their groundbreaking “Ink of Democracy” campaign.
Other categories like the Effective Lotus and the Sustainable Lotus also had their moments, recognizing campaigns that not only succeed in creativity but also in driving social and environmental sustainability. The Sustainable Lotus, in its inaugural year, awarded multiple honors, with Leo India’s campaign for Lay’s “Drops of Joy” claiming the Grande for its innovative solution in sustainable food production.
The presentation of the INNOVA Lotus and Lotus Roots awards was led by the Grand Jury President focusing on the transformative impact of entries and their cultural significance. The Lotus Roots Grande award was particularly significant, celebrating unique cultural narratives, and was awarded to BBDO Bangkok for its campaign “The Meaning of Benz.”
As global creative landscapes continue to evolve, ADFEST 2025 not only celebrated the best in advertising but also set the bar higher for future creativity and innovation in marketing. This event remains a beacon for the dynamic interplay of culture and creativity in Asia and beyond.
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