Adam Barrell’s AdFest day two diary
Trilogy’s Adam Barrell is a delegate at AdFest, one of Asia’s major awards festivals. Here’s his take on day two of the Festival, held in Pattaya, Thailand.
The Gunn Report
Donald Gunn and Emma Wilkie presented the world premiere of the 2013 Gun Report today. The Gunn Report is determined by combining the winners lists from the top 46 awards shows (global, regional, national – film, print, digital, AGBlazing).
It was extremely interesting to see the break down of countries and the number of awards for each. Specifically Australia who in 2008 had only 56 points and now 209 in 2013 placing them second to only the US.
In the 2013 Gunn Report Nike was the most awarded advertiser with 57 points followed closely by Volkswagen. The most awarded Agency of 2013 was Australia’s own McCann Melbourne predominately for their amazing work on ‘Dumb Ways to Die’. For full details on the 2013 Gunn Report see gunnreport.com
Lunch Break
After a quick bite to eat it was to the pool for a quick refreshing dip and to grab some sun before the afternoon sessions started.
Sticky Music
This was quite possibly my favourite presentation so far, as it was interesting to dive into the world of music and the effect it has on us emotionally and how advertisers/brands can harness the social share-ability of ‘hit’ commercial music.
Mark Beckhaus stated “when music is catchy and you can’t get it out of your head – you just have to share it”. The songs that are stuck in your head were termed ‘Earwoms’ and they are a powerful psychological phenomena. We all have them and they can be triggered at anytime through boredom, a phrase, a product and even through hearing a small snippet of the song.
Is there a formula to creating a song that becomes an Earworm? Through extensive research Mark showed the top 5 words used in some of the worlds most popular hits:
oh, love, like, baby, boy
This got me thinking what is possibly the most relatively recent ‘Earworm’ song that I could think of and after seeing those words I knew straight away
So to test the theory I went ahead and counted the number of times each of the Top 5 words were used in the song above:
oh = 17, love = 5, baby = 60, boy = 0, like = 16
Seems like Biebs and the producers knew exactly what they were doing with ‘Baby’. Sorry now if Biebs will be in your head all day!
Global Wonderland
Yoshi Matsuura presented ‘Welcome to the Global Wonderland’ showing us our competition is now more than ever worldwide.
Yoshi went on to explain that it is important in this competitive world to step outside of the norm, strive to embrace difference and change, all while staying positive and having fun.
Campaign Brief’s Adfest Sunset Drinks
The time was 4.30pm on a Friday afternoon which is prime time for Beer o’clock and what better place than the Infinity Bar over looking the beach. Watch the short video.
Awards Night
To see a full review of Adfest Rewards – Adfest: Press, Radio, Interactive, Mobile, Media, Effective, Film Craft and New Director winners announced – five Golds to Australia
Day Three: #LiveMoreForBetterIdeas, Winners Reflection, The Night’s Reflection, Radical Collaboration, After Party.
See Adam’s day one coverage here.