Judging AdFest 2022: GREYnJ United Bangkok’s Jesse Wong
Campaign Brief Asia asks GREYnJ United Bangkok’s Creative Director and AdFest 2022 judge, Jesse Wong a few questions about the recently completed award show.
1) What were your overall impressions of the standard of work that you saw in the judging this year?
This year at AdFest, I’ve had the privilege to celebrate some of the best Brand Experience and Direct work from the region. One thing I’ve noticed while going through all the entries is the difference in how the work approach and/or define the concept of “experience”. Together with the use of technology, immersive virtual experience and the metaverse, this seems to be a growingly rich, exciting territory that continues to evolve. Definitely grounds for more creative exploration.
2) What was your favourite ad/campaign from your judging?
“Slow Road” – Beautiful detour. Works so well with the location and the premise so rewarding that it can easily attract users. A great example of how effective use of data and tech can shape and amplify a unique, memorable and emotional experience.
3) Highlight 2 or 3 other ad/campaigns that stood out for you and explain why?
“One House To Save Many” – Innovative and insightful. From the simple idea to the craft of design details, this is one impressive house that’s built to be resilient to fire, flood, storm, cyclone… Extra cool that it’s developed in partnership with an insurance company.
4) Where is the best work coming from? (ie is there a country or a network that is doing very well?)
There’s amazing work from all around the region. It’s especially nice to see and learn from a variety of perspectives from different places, with work that is resonant with local audience, creates cultural impact… yet so simple and easily relatable. Love it!
VIEW CB ASIA’S COVERAGE OF THE WINNERS
VIEW CB ASIA’S COVERAGE OF SPECIAL WINNERS
READ PAUL CHAN’S COMMENTS
READ RICHARD YU’S COMMENTS
READ DAMISA ONGSIRIWATTANA’S COMMENTS
READ GRAHAM DREW’S COMMENTS
READ JEROME OOI’S COMMENTS
READ TAY GUAN HIN’S COMMENTS
READ GERALD FITZGERALD’S COMMENTS
READ WOON HOH’S COMMENTS
