AdFest’s 20th Anniversary: David Guerrero + Joji Jacob review AdFest’s Film Grand Prix awards

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David Guerrero_Joji Jacob.jpgLast week Campaign Brief Asia posted the list of the top winners from the Film Category at AdFest from the first festival in 1998 through to last year. The best of the best judged each year.

Already Mark Tutssel and Donald Gunn have past judgement as have Ted Royer and Jeremy Craigen. Today, we have two of Asia’s most respected creative directors, David Guerrero and Joji Jacob, reviewing the Film winners from the past 19 years of AdFest:

David Guerrero, Creative Chairman, BBDO Guerrero Philippines

A wonderful selection of work. But how to measure it? Although each obviously have their merits my choices in the end are based purely on how often I have shared these as examples in presentations.

First and foremost is Smooth E. Anyone who has toiled at the salt mines of formulaic personal care advertising will have rejoiced on seeing this three-part mini masterpiece. It manages to be funny, sad, inclusive and hard-sell all at the same time. Even now it stands as a piece of work that brilliantly satirizes and outshines its everyday competitors.

Imagination whale.jpgSimilarly I have often thought of the Japan Advertising Council’s “Whale” spot as something to be admired for its storytelling, suspense, and reveal. There’s a majesty and – yes – a depth to this that befits its subject.

And while the key moment for “Dumb Ways To Die” was undoubtedly having Lee Clow and John Hegarty sing along to this in Cannes it was first recognized at AdFest in that year. Proving perhaps that greatness on the Croisette is often preceded in Pattaya. 

Joji Jacob, Co-founder and Creative Partner, Blk J Singapore

I have always enjoyed Adfest. More than an award show it’s a gathering of friends from the creative fraternity from around the region. There are a ton of people, but it’s mostly people you know and love. There is alcohol, but not so much that it renders you stupid. There’s a lot of work, but it’s work you can relate to and connect with.

Soken DVD_Kill Bill.jpgLike the best advertising work, my favourites evoked deep emotions. They made me forget myself for a moment.

Soken: It made me laugh so much I cried. The casting, the timing, everything was and is perfect. I can watch it a 1000 times.

The Funeral: I cried at the human truth brought alive in the spot. Again, the casting, the writing, everything made me jealous.