MAD Stars 2023 festival kicks off today in Busan

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MAD Stars 2023 festival kicks off today in Busan

MAD STARS 2023 festival opens its doors today in Busan, South Korea. MAD STARS is free to enter except for Integrated and Innovation Stars, making it one of the fastest growing advertising festivals in the world. And the only global festival based in Asia. It takes place annually at Bexco (Busan Exhibition and Convention Center), and runs this week August 23-25.


Hwan-Jin Choi, Chairperson of MAD STARS, said: “This is the 16th MAD STARS and this year it has welcomed people from 63 countries throughout the world. It also received more than 20,000 entries, making it the largest advertising festival that brings East and West together.

“MAD STARS sets itself apart from the usual western-centric festival. This is a great place to see the work from truly diverse cultures, many of whom are very different from other markets throughout the world. And because MAD stands for Marketing, Advertising and Digital Content, we cover the breadth of the advertising industry.”

MAD STARS 2023 will announce Grand Prix, Gold, Silver and Bronze winners in the PSA and PIVOT Groups on August 23. It concludes with a gala awards ceremony at Bexco’s Grand Ballroom on Friday, August 25, where the awards for VIDEO, SOLUTION, STRATEGY and DIVERSE INSIGHTS will be announced as well as the Grands Prix of the Year.

Fabio Seidl, Director – Global Creative Development, Meta, said of the Grand Prix of the Year winner that was chosen in Product & Service, “The ultimate goal for every brand is to find a space in culture, and we found an idea that authentically made it in a refreshing way.”

Artwell Nwaila, Head of Creative, Sub-Saharan Africa, Google, added: “A good use of brand-centric PSA work.”

Of the Public Service Advertising Grand Prix of the Year winner, Seidl, said: “Sustainability has a big challenge – seduce, attract more people – and this idea does it with elegance and innovation.”

Bruno Bertelli added: “When design can impact sustainable behaviour.”

The MAD STARS 2023 festival is built around the theme, Reboot!, celebrating the opportunity to refresh for the post-pandemic era. It aims to inspire the creativity that will change the world.

Among today’s sessions are:
Innovation in Out of Home Advertising by Tom Goddard, President World Out of Home Organization. Goddard will shed light on the World Out of Home Organization’s role and highlight key industry trends, including sustainability. Expect insights and industry advancement and challenges, with a focus on digital transformation, media ownership consolidation, measurement, automation, and creativity. The session will also touch on OOH’s evolving role within the broader advertising landscape.

MAD STARS 2023 Conversation with the Executive Juries. Artwell Nwaila, Head of Creative, Sub-Saharan Africa, Google; Bruno Bertelli, Global CEO, LePub; Chow Kok Keong, Chief Creative Officer, INNOCEAN Indonesia; Fabio Seidl, Director – Global Creative Development, META; and Sharon Edmonston, Group Creative Director, M&C Saatchi, will reveal their perspectives and stories from inside the MAD STARS 2023 judging rooms and provide an understanding of how they evaluated and selected the winners, their views on the current state and future direction of advertising and the challenges and opportunities that lie ahead. This session, that spotlights the power of advertising to change the world, will be moderated by Sangsoo Chong, Vice-Chairperson, MAD STARS.

Advertising Marketing in the Age of Generative AI: Challenges and Opportunities by Juncheon Chang, General Manager, KOBACO. Generative AI that can talk to humans has arrived. It is changing the way we work, our daily lives, and even industries. Advertising marketing is at the forefront of the impact of generative AI. With this comes challenges and opportunities to be explored. Chang will look at Generative AI from the perspective of a creativity tool.

What Decides Successful Ad Campaigns? Regarding Digital Display Ads by Jinsoo Kim, Chairman, UX Korea. From a start point of whether successful advertising in digital display ads online is the same as successful business, Kim will explore the elements that should be considered to create successful advertising. This includes one of the most critical issues in digital display advertising – user avoidance.

The sessions that provoke thought and ideas continue tomorrow. Included in Thursday’s sessions are Leveraging Data to Amplify Creativity in Advertising by Artwell Nwaila, Head of Creative, Sub-Saharan Africa, Google; AI and Branding – How to Increase Brand Vale with AI by Hyunjung Ju, Jay Chae and Junyoung Jang; Moving Toward Entertainment by Yoshimasa Nakano, Chief Director, Dentsu Inc.; and The Power of Purpose by Erin Williams, Sales Director, CNN International Commercial.

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