Phuket :The Young Lotus Workshop at ADFEST 2011 was hosted by TBWAAsia Pacific and attended by 36 young creative stars – the highest number of participants ever to take part in the Young Lotus Workshop since it’s inception eight years ago.
“Young Lotus Workshop is one of our most popular events at ADFEST. It energizes both the creative participants and agency mentors who take part and delegates are always keen to see who wins,” says ADFEST President Jimmy Lam.
The Young Lotus teams were given a challenge for Pepsi – one of TWBA’s most important clients – to develop a concept, plan and shoot a two-minute long film that would persuade people to Choose Pepsi. The assignment was to be completed within 24-hours. After presenting their work, the TBWA mentors selected the top four teams: Chan Hock Liang and Bee Nee Ng from Kuala Lumpur; Arwa Mahdawi and Nicholas Buckingham from Sydney; Hesky Lu and Ricky Chen from Shanghai; and the overall winners, Umair Anwar and Maheen Meenai from Ogilvy in Pakistan.
This year’s Chief Mentor, John Merrifield, Creative-at-Large at TBWAAsia Pacific, commented: “As clichéd as this sounds, I was seriously blown away by the quality of work these creative teams demonstrated in just 24 hours with such limited time and budget. They possess sharp thinking and stellar crafting skills, and I have no doubt these young creatives will go places.”
ADFEST added a new twist to the Young Lotus Workshop, inviting the top three teams to present their work on stage during the Young Lotus 2011 Final Showdown. Delegates at ADFEST voted on their favorite team, who were awarded a People’s Choice Award at the Awards Presentation.
The 18 teams participating in this year’s Young Lotus Workshop were from: Auckland, Bangkok, Colombo, Dhaka, Ho Chi Minh, Hong Kong, Jakarta, Karachi, Kathmandu, Kuala Lumpur, Manila, Mumbai, Seoul, Singapore, Shanghai, Sydney, Taipei and Tokyo.
Young Lotus Workshop is part of ADFEST’s long-term commitment to provide a learning forum for the creative industries of Asia Pacific and is conducted every year. The national advertising associations select participants for the Young Lotus. The workshop and attendance of participants is funded by ADFEST.