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ADFEST 2020: Impact BBDO and BBDO Pakistan Join Forces to Craft “Fired Up” as Next Year’s Festival Identity

ADFEST is delighted to unveil its 2020 identity, designed by Impact BBDO and BBDO Pakistan with Ahmed Mustafa, Associate Creative Director at BBDO Pakistan, and Ali Rez, Regional Executive Creative Director for Impact BBDO Middle East and Pakistan, leading the design process.

“Designing a theme identity for an award show is always an opportunity to have a lot of fun. And that’s how we approached this project: it was a dream brief,” explains Mustafa.

As Jury President of Design Lotus and Print Craft Lotus at ADFEST 2019, Rez and his team at BBDO were invited to design the identity for ADFEST 2020, inspired by the theme ‘Fired Up!’


“We define ‘Fired Up’ as any occasion which fuels inspiration and motivation. It can be at the moment of receiving a really good brief, or when you’re stuck on a concept for a while but suddenly see the light flash in your head, or when the client says it’s all approved and you can’t wait to make it happen. All of this to a creative means they can set everything on fire – in a brilliant way, of course,” he says.

BBDO’s identity is instantly recognizable, combing two elements to form one powerful unit: the pencil matchstick.

“The icon symbolizes the spark of “Eureka!” and the moment you find your drive and can’t stop writing or drawing or producing great work,” adds Mustafa.

Jimmy Lam, President of ADFEST, says: “Since Ali Rez joined the jury at ADFEST 2019, Impact BBDO and BBDO Pakistan have had another spectacular year, winning awards all over the globe. We are honoured to have them collaborate on our identity for ADFEST 2020.”

Meanwhile, the deadline for the ADFEST 2020 Lotus Awards is fast approaching. The deadline for categories that will be pre-judged remotely is Friday 13th December 2019. These categories are: Audio Lotus, eCommerce Lotus, Effective Lotus, Film Lotus (Internet Film & Other Film only), INNOVA Lotus, Digital Craft Lotus, Digital Lotus, and  Mobile Lotus (including Lotus Roots in these Lotus Categories). The deadline for all other categories is Friday 20th December 2019.

ADFEST is a non-profit-making entity that believes passionately in its role to nurture and support the creative industry in the Asia Pacific and MENA region. It will return in 2020 from 18th to 21st March at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand.

To enter the ADFEST 2020 Awards, visit

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