Celebrating cultural diversity in advertising, ADFEST launches Lotus
Roots, a new awards category unique to the festival. Lotus Roots is a
call to further enhance ADFEST’s crusade to champion Made in Asia,
which is also the theme of ADFEST 2009.
Juries of all seven panels will nominate works that reflect culture
and lifestyle, customs and religions intrinsic to the Asia-Pacific.
Nominees receiving a majority of votes will be named finalists, which
are then voted on by the Jury Presidents. Lotus Roots winners will be
announced at ADFEST 2009, set March 19-21 in Pattaya, Thailand.
21st century realities have endangered the continuous progression of
history and traditions of the Asia Pacific. Lotus Roots takes part in
sharing its rich cultural legacies from regional to global. "Not only
does ADFEST award creative excellence, it also wants to award the
preservation and pride in local heritage. With advertising having a
prevalent role in today’s communications, it should not neglect the
essence of the culture in which it is derived from," said Vinit
Surapongchai, ADFEST chairman, in a statement.
Lotus Roots is viewed by some as an attempt to strengthen the Asian
heritage of ADFEST next year, when rival show SPIKES Asia comes out
swinging with its debut festival in partnership with Cannes Lions.
For agencies aiming for the Roots, remember that it’s creative
excellence first, meritorious Asian-ness second. But entry is free,
so get to it! Submit your entries online at www.adfest.com.
