AdFest 2012: Craft will have diversity of cultural opinion says The Sweet Shop’s George Mackenzie

George Mackenzie, regional managing director of The Sweet Shop, is jury president of Film Craft Lotus and New Director Lotus at this year’s ADFEST. Before he starts judging Campaign Brief Asia asked him for a few of his expectations. Check out George’s observations – plus other judges – over the next week as they write for Campaign Brief Asia.

Hello CB Asia readers.

I am writing to you from my hotel here in Bangkok. I am in Thailand because Jimmy Lam kindly invited me to be this years Craft Jury president at ADFEST – an invitation I could not refuse. I head to Pattaya on Wednesday for the Judges Welcome Dinner. Which should be fun. Judging starts proper on Thursday morning.

It will be my third time at ADFEST and my second time judging. It is however, my first visit to Pattaya, wish me luck.

Based on previous ADFEST experience, I have a fair idea of what to expect. What struck me as a judge, last time, was the diversity of cultural opinion on what made for “good craft”. I think craft is possibly the most subjective category. Each culture has its own tastes when it comes to storytelling. Their was some very lively debate amongst the craft jury back in 2010. I hope this year is no different.

This years craft jury is a great representation of what I think ADFEST is about. The judges are Teddy Mak (Hong Kong), Roopak Saluja (India), Maho Tada (Japan), Barney Chua (Malaysia), Jareonjit Naksuwan (Thailand) & John Park (South Korea). It’s a mini United Nations. I am looking forward to the challenge of trying to bring all these cultures together.

Wish me luck on that as well.