Carlos Camacho ECD at Lowe Vietnam on his highlights from the Direct Jury at AdFest 2015

AdFest highlights by Carlos Camacho, Executive Creative Director Lowe Vietnam, (pictured left) who sat on the Direct Jury.

AdFest 2015 was a very insightful experience for me. It is actually one of the first Asia Pacific awards I have judged at since moving from Colombia to Vietnam, and it was a privilege to meet creative leaders across the region, and spend time with them to share opinions on the work we judge.

Being a South American in the Asian ad industry, it is always rewarding for me to get this exposure and understand better Asia’s view and approach on advertising.

There were two main highlights for me as a Judge in the Direct category – from very different Asia Pacific markets.

The first was the overall standard of work from Japan. Some of these ideas showed incredible expertise in the use of craft and technology; this was quite remarkable in some cases and shows that these agencies really understand their tools.

At the other end of the spectrum was the Colgate campaign “Education in a Box“, from the very new market of Myanmar. 

While Myanmar might not yet have the resources of Japan, some partnering with other locations produced a beautifully simple, smart idea. It won the Grand Prix, quite rightly!

Overall I was happy to be part of such a successful and very enjoyable event.

Vietnam’s competing Young Lotus team was also from Lowe, and it was great to be part of the event and be there to support them as well. Well done to the organization in every single detail.