Behind the Scenes at MAD STARS 2025 Jury: Exploring Outstanding Campaigns, Emerging Trends, and the Journey from 'Impressive' to 'Revolutionary'
MAD STARS 2025, held in Busan, showcased a creative landscape that was sharper and more fearless than ever before. The event, which our company was proud to be an official media partner of, featured polished work with a strong Asian presence, mixing humor, humanity, and technology while tackling urgent themes like health and safety.
The jury for this year's event consisted of three industry veterans: Alejandro Di Trolio, Cheil Europe Creative Chairman; Tawana Murphy Burnett, Meta's Creative Strategy Lead; and Inbrax Worldwide Chief Creative Officer Pancho Gonzales. Unfortunately, specific information about which companies and individuals formed the jury for the different categories remains undisclosed.
One of the standout campaigns at MAD STARS 2025 was the "Uncle KFC Rice Bowl" campaign by Wolf BKK and KFC Thailand. This innovative campaign reimagines the iconic Colonel Sanders as a beloved "Uncle," aiming to provide a familiar, feel-good, homey experience that resonates deeply with Thai culture and lifestyle. Alejandro Di Trolio found this campaign compelling due to its use of humor and humanity.
Another notable entry was the "Scammer Pages" campaign by VML Thailand and Whoscall. This audacious campaign turned a phone book into a visual metaphor to warn citizens about phone scams, earning high praise from Tawana Murphy Burnett. She emphasized the battle for attention at the event, stating that work must now prove itself instantly to hook an audience.
Tawana also urged agencies to define the problem they're solving and own it with an unmistakable voice, making the work feel like something only that brand could pull off. She believes that a human spark is essential for pulling audiences in, whether it's an audio cue or the sound of a voice.
Pancho Gonzales, on the other hand, values a "vertical takeoff" - an opening that surprises so completely you forget you're watching an ad, and ideas that develop seamlessly across channels. He praised GIGIL Manila's "Michelle Lyn" campaign for its simple yet smart use of social media, inviting a diner with a name similar to the Michelin Guide to review a Chinese hotpot spot, resulting in a five-star Google review and a "Michelin" moment.
Pancho argues that distinct cultural perspective is a strength to lean into, not sand off, and agencies shouldn't chase Western formulas. He observed a dominant theme of health and wellness in the most compelling ideas at MAD STARS 2025, with potential for these ideas to scale beyond their home markets.
In conclusion, MAD STARS 2025 was a testament to the power of creative advertising, showcasing work that was sharp, fearless, and resonated deeply with its audience. The formula for unforgettable work, according to the jury, is to define the problem, tell a story only your brand can own, and spark real change.
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