Andrew Tinning’s AdStars Diary: 17,698 entries makes Adstars the largest ad festival in Asia

SHED, Perth creative partner Andrew Tinning is in Busan, South Korea as part of the large jury panel to judge this year’s Adstars.

Day 1. After a crazy couple of nights in the megalopolis of Seoul, I am now ensconced in the Haeundae Grand Hotel in Busan, the HQ for this years Adstars festival of creativity. Adstars is a non for profit organisation and there are no entry fees. Their mantra is to share creative solutions and change the world. Adstars seeks cultural diversity which can enhance the understanding of the world. It seeks to find marketing communications which can contribute to humanity. And it puts emphasis on the public interest category for the development and happiness of humanity. Lofty stuff indeed for an advertising festival.

Today, 35 judges will fly in from literally all four corners to commence the final judging of work across 18 different categories. This year, there were 17,698 entries making Adstars the largest advertising festival in Asia. Prior to arrival 193 judges from 67 different countries picked the shortlist online, which is great as it means we’re only focusing on the cream tomorrow. We will be split into 5 groups, each with different categories to judge. I’ve got print and design which will be interesting as there’s bound to be a bit of debate, particularly in the area of craft.

Having arrived yesterday, I’ve had a reasonable look around the area and am impressed thus far. Seoul has a population of around 10,000,000 so it’s fair to say it’s a little busier than Perth! By contrast, Busan is a smaller seaside city, but we’re not talking small town here, as this sleepy little fishing village is home to about 3,500,000 people.

In front of the hotel is the main beach which, judging by the crowd there yesterday, holds about as many people as a football ground on grand final day. A few hundred metres down the road and just a few streets back are loads of restaurants and street food stalls. Some of these are home to things that I’ve never seen before. I’m sure they belong in the ocean somewhere but not so sure the same thing can be said about my belly!  I’m game to give most things a go but I’m yet to be convinced about the live sea worms, however it’s early days!

Adstars this year will attract around 5,000 people to the festival. Mostly from Korea, Japan and China. There are official opening and closing galas and a range of seminars and exhibitions to attend. The week culminates in the big award show on Saturday night where the winners will be announced and the two most outstanding Grand Prix recipients awarded $10,000 US a piece. It’s interesting to note that one of these winners must be from the public service category. While it’s not quite Cannes with Kimchi yet, Adstars is growing year on year both in numbers and respect from the international creative community and I consider myself to be very privileged to have been invited to be a part of it.

The organisers have asked if I would be President of the New Stars young creative competition which is judged on Friday. Around 60-70 under 30’s from Korea, Japan and China will be competing, and I’m looking forward to seeing their work. Part of the deal requires me to give a 30min speech to the group the following afternoon which should be interesting to say the least! Maybe I’ll give the sea worms a miss until afterwards!