Judging AdFest 2022: Hakuhodo’s Woon Hoh

Campaign Brief Asia asks Hakuhodo Malaysia, Singapore & Indonesia’s Chief Creative Officer and AdFest 2022 judge, Woon Hoh 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?
I am a jury in the panel for Direct and Brand Experiences. In my honest opinion, this category is well represented, with submissions not just from network ad agencies, but digital companies and creative hot shops as well. This observation wasreflected during discussions. Some work sailed through smoothly. Some campaigns were not as clear-cut but were interesting enough to generate a lot of discussions. A few of the entries have already done well in other shows although there were fresh entries that made their debut here in Adfest. On a side note, I did notice a fair bit of PSA campaigns submitted.

2) What was your favourite ad/campaign from your judging?There were few campaigns that stood out.
There’re always surprises in entries. Good and bad. It’s a refreshing experience for me each time I act as jury in a show. Only a few metals were awarded this round. Huge congrats to all well-deserved winners. I am so envious of the work you have done. There are so many campaigns I like… will just pick three. They are not the biggest winners but I like them. These are effective, engaging, innovative and hardworking campaigns:
1. One house to save many (Suncorp Insurance)
2. The cost of bullying (Samsung)
3. 21KM Finger Marathon (PChome 24H)

3) Highlight 2 or 3 other ad/campaigns that stood out for you and explain why?
The same three I mentioned earlier, and here’s why.
1. “One house to save many” goes beyond conventional advertising. It’s an innovative idea that helps people change their lives.
2. “21KM Finger Marathon” – this digital experiential marketing campaign was successfully and aptly adopted for the pandemic. They turned an app for shopping into a fun, engaging and addictive mobile game.
3. “Cost of bullying” is surgical precision in terms of strategyand in how it reached out to the TA. It’s a clever use of mobile gaming to bring home the anti-bullying message.

4) Where is the best work coming from? (ie is there a country or a network that is doing very well?)
Hahaha… we were not privy to all work from every company or network. From works that have already won in other shows, my guess is, the majority of good entries came from Thailand, India, Australia and China. Each of them has very strong insightful ideas that relate to their culture and markets, besides providinggood solutions to their client’s challenges.

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 GERALD FITZGERALD’S COMMENTS