Written by: Udara Dharmasena
AdFest 2025, held at the renowned Royal Cliff Hotels Group’s PEACH convention center in Pattaya, Thailand, was nothing short of inspiring. The event, running from March 20 to 22, brought together 700+ advertising professionals from 55 cities around the globe under the theme “COLLiDE,” symbolizing the convergence of diverse ideas, cultures, and innovations.
This time there were 48 delegates from Sri Lanka and AdFest provided a significant platform not only to represent our nation’s creativity but also to engage deeply with the vibrant pulse of global advertising trends. We were proud to see Janidu and Shakil crowned as Young Lotus Sri Lanka 2025 winners, representing our creative community on an international stage while one of the campaigns from Ogilvy Sri Lanka winning a Bronze award in the Sustainable Lotus category for the campaign that they did for Promate.
Among the numerous insightful sessions, One of the most compelling sessions was “Creative Expression of Cultural Collision” by Seiya Matsumiya and Erik Reiff from Black Cat White Cat Music, Tokyo. This session explored how cultural collisions can elevate artistic expression and drive innovation through unexpected collaborations. It was fascinating to see how diverse influences can lead to impactful and resonant works, especially in the context of musical projects.
Christian Greet from Cirkus in Auckland delivered “Artificial Insanity,” a vital session that navigated the complexities of generative AI in advertising. He shed light on user frustrations, artistic fears, and corporate promises, offering a balanced perspective on whether AI is a devil or a messiah in our industry. Understanding this is critical for us in Sri Lanka as we begin to integrate AI into our creative processes.
Another session that stood out was “A Creative, A Gaming Expert and A Strategist Agree to Disagree” featuring Nicole Ingra, Rey Tiempo, and Felipe Franco. This high-energy session showcased how creative friction can fuel innovation and lead to groundbreaking work. The panelists demonstrated how navigating industry clashes can result in unexpected breakthroughs, highlighting the importance of embracing debate as a catalyst for creativity.
David Guerrero (BBDO Guerrero, Manila), Nick Wood (Syn Music, Tokyo), and Arthur Tsang (BBDO Greater China, Shanghai) presented “The Collision of Sound & Vision.” This immersive session explored how music enhances sensory experiences and brand perception. The promise of a curated musical playlist during lunch to enhance the taste of the food was particularly intriguing! It highlighted the often-overlooked power of sound in advertising and brand storytelling.
The festival’s Lotus Awards further amplified the celebratory atmosphere, introducing an elegant, newly designed trophy, symbolizing the fusion of innovation and tradition—a fitting tribute to outstanding creative achievements across the region.
Beyond structured sessions, informal networking moments allowed Sri Lankan delegates valuable exchanges, fostering potential collaborations and igniting fresh ideas to bring back home.
In reflection, AdFest 2025 was more than an advertising festival; it was a celebration of global/ regional creativity and collaboration. As Sri Lankan delegates, we return inspired and energized, ready to elevate our local industry with renewed perspectives and collaborative spirits.
