Friday 8 June 2007

Dhaka TVC Commercial Young Lotus

Dhaka TVC Commercial Young Lotus



The Young Lotus teams will be in action at AdFest 2007 in Pattaya and the results of the workshop will be screened so that delegates can experience first-hand the First Advertising Reality Show - Enter The Lotus.For more information on the Young Lotus Workshop, visit www.adfestawards.org and click on the 'Enter The Lotus' box.

Dhaka Shooting Day

Dhaka Shooting Day

Dhaka Present Story Board

Dhaka Present Story Board

The 4 th Young Lotus Workshop at AdFest 2007














Runner-up spot goes to Beijing, a close second.

The 4 th Young Lotus Workshop at AdFest 2007 was moderated by BBDO Asia Pacific and attended by twenty-eight young creatives from fourteen countries, including Bangkok, Beijing, Colombo, Dhaka, Ho Chi Minh, Hong Kong, Jakarta, Kuala Lumpur, Manila, Mumbai, Seoul, Singapore, Taipei and Tokyo.


The fourteen national teams presented their creative ideas to the BBDO team, which then voted in a secret ballot to short-list seven Young Lotus entries. The winning commercial was from Team Tokyo, with Beijing a close runner-up and Manila also a finalist.

Suthisak Sucharittanonta , chairman & CCO, BBDO Bangkok and David Guerrero, chairman & CCO, BBDO Guerrero/Ortega Manila said, “We were looking for a fresh idea and great crafting skills were an added bonus. The winning entry showed an astonishing level of craft and had a clear, single-minded idea with a surprising twist at the end.”

The judging panel and workshop moderating team included Chris Thomas - Chairman & CEO BBDO Asia Pacific, Suthisak Sucharittanonta - Chairman & CCO, BBDO Bangkok, David Guerrero - Chairman & CCO, BBDO Guerrero/Ortega and Simon Bond - Regional Director, Proximity Asia, Andy Wilson – Regional Planning Director. BBDO Asia Pacific and Farouk Madden – Executive Creative Director, BBDO Singapore.

The participants were assigned a real brief, “You can do good things in Pattaya”. They were introduced to the Office of the Mayor of Pattaya City, who provided background to the brief. The teams were then asked to produce a TV commercial using the latest Nokia N931 mobile phone and video camera, which answered the brief.


David Guerrero explained the concept. “The Nokia N93i is at the cutting edge of today’s digital age. We wanted to give Young Lotus the chance to make consumer-generated content and at the same time, make a real-time film of how they achieved it.” As part of the exercise, each national creative team was given a N93i phone and told to go out and get footage in Pattaya City to edit into their commercial.

Fourteen independent cameramen were used - one for each team – to video the entire creative process. Delegates at AdFest could watch the story unfold as the edited highlights were revealed each day. This is the first time this has been attempted at AdFest.


Chris Thomas, chairman and CEO of BBDO Asia Pacific said, “The real task for each team was to recognize ‘Brand Pattaya’, identify the positives for the resort and build a compelling argument to convince tourists to come”.

Suthisak Sucharittanonta was impressed with the level of technical skill shown by the Young Lotus contenders. “The teams filmed their own footage and then edited and crafted a commercial from the results, without any help from professionals. The exercise shows how fast digital media is advancing and advertising skills are changing.”

The exercise has proved to be a great training tool. The edited film will be given to the participants as a memento and used to promote Young Lotus at AdFest in the future.

Young Lotus Workshop is part of AdFest’s long-term commitment to provide a learning forum for the creative industries of Asia Pacific and is conducted every year. Participants are selected by national advertising associations. The workshop and attendance of participants is funded by AdFest.

The funding of the Young Lotus Workshop



Funding and Expenses
The funding of the Young Lotus Workshop will be split into three components.
1) Each local association will be responsible for thecost of any selection process used to pick the two candidates plus the selected candidates’ airfare.
2) Each year, a network agency will be asked to provide the manpower and organization for the Young Lotus Workshop Committee, including travel costs to and from Pattaya and accommodation costs. No agency will be allowed to provide this for more than one year in succession. In the event that no agency will take the responsibility, the AdFest Organizing Committee will be responsible for finding and funding independent “trainers” to sit on the Young Lotus Workshop Committee.
3) An industry sponsor will be found to be responsible for on-the-ground expenses for the participants, including AdFest registration fees, accommodation during the workshop and AdFest event, meals and learning facilities, such as computer accessories. In the event that no sponsor is found, the AdFest Organizing Committee will cover these expenses.
Details of Expenses (For Associations’ Reference)
1) Accommodation
2) Meals
3) Package Meeting + Meeting Room Rental
4) Computer Accessories (including wiring/LAN connections/Internet
package/telephone line)
5) Waive of Registration Fee
6) Speakers’ air ticket + transfer
7) Speakers’ accommodation + meals

Objectives of the Workshop

Objectives of the Workshop
1) To train and sharpen young creative minds to develop effective concepts
2) To support and stimulate new creative young bloods in the region
3) To help the Asia Pacific advertising industry compete in a global market
4) To elect and provide exposure for the most talented young creative team
5) To encourage young creative to strengthen team relations for the workshop
Who should be the attendees ?
It is expected that attendees to the Workshop will be selected through local ad associations. Each association from the AdFest Organizing Committee will select two candidates (preferably 1 art director and 1 copywriter with English speaking skills) to represent the association as a creative team and send them to the Workshop. This can be done through a national competition or by other local selection means.
The age of candidates attending the Young Lotus Workshop will be limited to no more than 30 years of age (born in 1976 or after) no month restriction with 1-5 years experience in the advertising field.
The total number of candidates is anticipated to be no more than twenty-six (thirteen national teams). Associations on the AdFest Steering Committee will have first refusal for the places. These are 1) Mumbai (STACA), 2) Seoul (KFAA), 3) Jakarta (PPPI), 4) Tokyo (JAF), 5) Beijing (CAA), 6) Bangkok (AAT). Other city associations that have expressed and interest are 7) Kuala Lumpur, 8) Ho Chi Minh, 9) Singapore, 10) Manila, 11) Taipei, 12) Colombo, 13) Dhaka, and 14) Hong Kong.
Benefits of the Attendees
1) A chance to work with a selection of the best creative practitioners from the Asia Pacific advertising industry
2) Absorb essential creative know-how from world-class advertising gurus
3) Learn techniques and tips directly form successful creative
4) Meet your peers and build on your industry contacts
5) Build strong team skills

What is the AdFest Young Lotus Workshop?

YOUNG LOTUS WORKSHOP
What is the AdFest Young Lotus Workshop?
Asia Pacific Advertising Festival wishes to recognize and encourage the rising stars in the region and offer creative young bloods a direct chance to earn a winning place on the AdFest stage. The Young Creative Workshop will create an environment that allows them to develop skills and learn from award-winning creative directors/gurus and sharpen their talents so they can compete amongst themselves in the lively atmosphere of AdFest.
The Workshop will be facilitated by a select group of “trainers”, collectively called the Young Lotus Workshop Committee. It will take place over the course of 2 or 2 and a half days prior to AdFest itself. The format will consist of speaking slots from “trainers” and a workshop element. Attendees will be coached, briefed and given a work assignment to be completed within 24 hours, which will be judged and a winner selected. A major benefit is that the work will be judged by the Young Lotus Workshop Committee. Winners will be announced at some point during AdFest and presented with an award on stage. The winning works will also be exhibited during the event.
All participants will be invited to be delegates for the AdFest event.
Craig Davis, Regional Executive Creative Director, Saatchi & Saatchi Asia/Africa has offered to chair the first Young Lotus Workshop Committee in 2004. The Committee would be selected by the AdFest Organizing Committee and agreed with the Chairman, prior to invititation. The second year was chaired by Linda Locke from Leo Burnett Singapore, and this third Young Lotus Workshop in 2006 is chaired by Tay Guan Hin, Regional Executive Creative Director, JWT Singapore.