ADFEST adds sessions that clear the chaos around AI, DEI and collaborations
Newness is a difficult creature to tame. But advertising and marketing depend on their ability to do just that, to take on newness and use it to surprise, engage, entertain and inform. These ADFEST sessions provides insightful thinking from expert newness tamers. They turn Artificial Insanity into AI understanding, diversity doubts into the superpower of similarities, and insular thinking into mighty cross-cultural collaborations.
THURSDAY 20 MARCH | 10.40-11.15
Artificial Insanity
Christian Greet, Creative Director
Cirkus, Auckland
AI, aka Artificial Insanity. Aka, a perfect storm of chaos. Users are frustrated by limitations and errors. Artists are driven mad with fear. Companies are drunk on promises of profit. The media is thriving on the hype and many are left bewildered, unable to make sense of the complex technology. This session clears out the chaos around generative AI in the advertising industry. It simplifies the subject and presents a better understanding. It also provides a middle ground, that will leave attendees better informed, whether they think AI is the devil or a messiah.
After studying graphic design film and animation, Christian Greet worked as a freelancer before co-founding Cirkus, now a multi award winning animation house. Over the past 20 years, he has directed commercials and brand campaigns for large international brands such as Coke, AirBnB and McDonalds. The Cirkus brand has always stood for creativity and prestigious handcrafted dreams. But none of this would be possible without remaining at the forefront of technology. This is why AI, the newest frontier in computer imaging, is a focal point for Christian and his team.
FRIDAY 21 MARCH | 14.30-15.40
Uncommon Ground: The Unity that Superpowers Creativity
Third C. Domingo, Chief Network Officer, Hakuhodo International, Founder & Chairman, IdeasXMachina, Manila
Vimoha Bagla, Executive Creative Director, Hakuhodo Sync, Gugugram
Taro Taniwaki, Copywriter, Hakuhodo Inc., Tokyo
The importance of diversity is no longer up for debate for the creative world. We’ve seen time and again how diverse teams, united by their unique talents, come together to craft outstanding masterpieces. What holds this vibrant mosaic of individuality together? Hakuhodo believes the answer lies in common values. No matter how different people’s backgrounds may be, finding shared beliefs, habits, preferences, or even dislikes can bring them closer and foster unity within the team. This session will uncover the often-overlooked superpower of common values, an understanding that by embracing what we share, we can forge connections that go beyond collisions and pave the way for the next groundbreaking masterpiece in the creative industry.
Third C. Domingo was part of award-winning teams in McCann, TBWA and PJB before founding IdeasXMachina, a top 5 creative agency in the Philippines. He served in the Creative Guild Board, was among Campaign Asia’s 40 Under 40, and one of the Ten Most Outstanding Citizens in his hometown in Manila. Third also advocates for the scholarship of less-privileged street-children like himself growing up and hosts the agriculture podcast, From The Ground Up in CiendaSarah, inspiring young, new farmers in the country.
Vimoha Bagla has worked with some of the top agencies in New York and India such as Hill Holliday, Agency.com, Young & Rubicam, Dentsu, RepIndia,The Glitch and Cheil. Her portfolio is filled with work for a wide range of brands such as Food Network, British Airways, ITC, Honda, Benetton, Reckitt Benkiser, GSK, Nokia, and Samsung Mobiles. She currently leads creative at Hakuhodo Sync.
Taro Taniwaki joined the ad industry in 2014, from an unlikely career as a professional comedian in Japan. Since then, he has worked with global brands around the world, won countless trophies in international awards, leading him to be ranked #9 in The One Club’s World Copywriter Ranking 2023.
SATURDAY 22 MARCH | 10.05 – 10.40
When Cultures Collide: Reinventing “Cool Japan” Through Diverse Perspectives
Mike Sunda, MD, Strategy Director & Co-Founder
PUSH, Tokyo
In the past two years, the creative output at PUSH’s Tokyo office has played a role in the cultural renaissance of Japan-themed global content. Not the tired stereotypes of “Cool Japan” past, rather pushing boundaries with the MTV VMA-award winning music video for Megan Thee Stallion’s, Mamushi, unique Tokyo content featuring other global stars such as Billie Eilish and Rosalia, as well as viral brand campaigns such as this year’s Air Max Day campaign featuring K-Pop band, XG.
The session will explore the elements that contributed to the success of these projects and demonstrate how cross-cultural collaboration and diverse perspectives are pivotal to success. While its work is from Japan, its learnings can be applied to all APAC markets at a time when Korean culture continues to thrive, more and more consumers are interested in China, and creative professionals around the world are increasingly curious about markets such as Thailand and Vietnam.
Mike Sunda is a multidisciplinary creative and strategist based in Tokyo since 2013. He is the co-founded PUSH Japan in 2020, a 10-person independent creative studio specialising in culturally resonant work ranging from branded content to music videos. In 2023 he was awarded Entrepreneur of the Year by the British Chamber of Commerce in Japan. Mike has led Japan-market strategy and creative for global brands and institutions ranging from Amazon and Nike to Manchester City FC and Uniqlo, and has executive produced and directed internationally applauded videos and activations. He has also written extensively about Japanese society and culture for global publications including the BBC and The Japan Times, and spent his formative years in Japan working as a music journalist, documenting Tokyo’s electronic music scene for various publications.
The ADFEST 2025 3-day program is now online packed speaker sessions, workshops, mentoring programs, screenings and networking events. ADFEST is the region’s only original and most celebrated creative festival. The three-day event brings together the industry’s top minds, rising stars and most innovative ideas.
Be part of the ADFEST experience and register now at www.ADFEST.com to COLLiDE at ADFEST 2025, Thursday 20 to Saturday 22 March 2025 at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand.
ADFEST is a not-for profit entity that believes passionately in its role to nurture and support the creative industry in the Asia Pacific and MENA region. It is 1 of 12 awards included in the Campaign Brief Asia Creative Rankings.