Judging AdFest 2022: ADK Greater China’s Richard Yu

Campaign Brief Asia asks ADK’s Regional Chief Creative Officer for Greater China and AdFest 2022 judge, Richard Yu 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?
Although the pandemic ravages the world, I am glad that our industry has not restricted our creativity and courage but has inspired more humanity and good works that can actually help society in this difficult time. All in all, the standard of creativity in Asia Pacific region last year was outstanding.

2) What was your favourite ad/campaign from your judging?
There are several works that I’m crazy about, but the work, “ONE HOUSE TO SAVE MANY” particularly impressed me most.

I admire that this work was launched by an insurance company. This idea is not only clever but also touching.

If the customers of the insurance company all use this safe and secure design to build their houses, the insurance company’s claims will be greatly reduced so the profit will be increased; at the same time, it will also make people feel that the sincerity attitude insurance company expressed – how they really care about the safety of the policyholders. It not only consolidated existing customers but also increased the possibility of getting more new customers.

In addition to the win-win in profit and brand image, the campaign practically cares more about how it actually protects life and the environment, to make the world better.

3) Highlight 2 or 3 other ad/campaigns that stood out for you and explain why?
Let’s talk about “SLOW ROAD”, one of my favorite works. Perhaps I can say that this work is the best embodiment of the “slow living” spirit that the exhausted people today most long for. I love that this idea is very insightful and thoughtful, and cleverly utilize the big data.

This creative navigation makes users feel like they have a local friend who is familiar with the road to accompany you in the travel and guides you along the road to slowly discover and experience many places worth visiting according to the time, weather, and your location and destination.

This really makes the juries captivated and hope that this APP can be extensive used in more places.

Another work that impressed me a lot was “The Cost of Bullying”.

This is a smart idea that has precise insights into the gaming ecology and combines technology and creativity very much on point.

Gamers are prone to being too involved and excited in the process of winning or losing, and accidentally hurting others with their words unconsciously.

This clever idea makes verbal bullies really pay dearly in the game world, smart, straightforward, simple, and crafted execution.

4) Where is the best work coming from? (ie is there a country or a network that is doing very well?)
For Brand Experience Lotus and Direct Lotus, I personally think that the overall quality and quantity of many great works from Thailand this year are deeply impressive and not to mention the diversity for the creativity, from physical ambient media, virtual gaming world, press advertising, experiential combining with UGC contents to the use of the social platform, such as SHELTER SIGNBOARD, HOME SWEET HOME EP.2, GFNW NEWSPAPER, SPONSOR OF MOM-AND-POP SHOPS, HELLO GOOD DAY and etc., there are also some of good works that were not into the finalist but I personally love it.

All these brilliant pieces are very outstanding and inspired.

VIEW CB ASIA’S COVERAGE OF THE WINNERS

VIEW CB ASIA’S COVERAGE OF SPECIAL WINNERS

READ PAUL CHAN’S COMMENTS
READ JESSE WONG’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