Judging AdFest 2022: Song Zu Singapore’s Gerard Fitzgerald

Campaign Brief Asia asks Song Zu Singapore’s Executive Creative Director and AdFest 2022 judge, Gerard Fitzgerald 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?
My overall impression was that the industry across Asia Pac is creatively in a good place. The work from all disciplines in film craft were of a truly international standard whilst individually, cultural nuances were never compromised. Something that Adfest takes a lot of pride in.

2) What was your favourite ad/campaign from your judging?
My favourite campaign was ‘Stop Dreaming About New Zealand and go’ – Tourism NZ. It was delightful… clearly there were very good decisions made in direction, script, casting, cinematography etc… It just made me want to go to NZ. Job Done!

3) Highlight 2 or 3 other ad/campaigns that stood out for you and explain why?
Though not initially my favourite, ‘Find Your Own Way’ for Pocari Sweat in the category of Production design was pretty special. The judges were particularly impressed with the lengths that the production team went to to achieve the film that they did.

Wasteminster – A Downing Street Disaster – Greenpeace UK. It was powerful yet fun. Engaging and on point.

The Passion Never Stops – Boss Coffee – I love in-camera film making and the extent to which the team revived the Japanese technique of ‘TOKUSATSU’ brought a nostalgia that can be appreciated by all.

4) Where is the best work coming from? (ie is there a country or a network that is doing very well?)
Well, we judges are not informed of the entrants identity so I can’t comment on leading networks etc… With regards to success by country, there were excellent submissions from across the region. Aus, NZ, India, Japan, Thailand were notable in many disciplines.

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 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 WOON HOH’S COMMENTS