The Association of Accredited Advertising Agencies of the Philippines (4As) will push through with “CreativeFest NOW!,” a gathering of creative professionals and advertising practitioners, which will be held online. The three-day event, scheduled Nov. 19-21, carries the theme “Stories Don’t Stop.”
“With the current situation putting much of the world in a standstill, we are recognizing, all the more, the power of creativity to move people,” said David Guerrero, chair of 4As and creative chair of advertising agency BBDO Guerrero.
Last year, the event attracted 650 delegates from the local advertising industry.
This year, the association, following the success of last year’s staging, promises to feature influential speakers from around the world hoping to inspire others in the face of a crisis that trampled the global economy affecting all industries including advertising. The group aims to utilize the power of advertising in sparking hope while highlighting creativity and innovation.
“There are boundless stories to be told — of creativity persisting — amid loss and triumph, stories being written and constantly rewritten every single day,” Guerrero said.
Now a free event, 4As’ “CreativeFest NOW!” hopes to engage advertising and communication professionals, students, and the general public with keynote sessions and panel discussions discussing the sudden pivot to the new reality.
“‘NOW’ because this is a message of urgency, a message of solidarity for creative communities around the world,” said Rey Tiempo, president of Creative Guild of the Philippines.
Tiempo also noted the need for the industry to find solutions in individual and collective stories around the world because he believes that understanding and solving a problem need different perspectives.
Renowned and respected industry creatives are expected to grace the event including Audrey Tang, a former hacker and Taiwan’s youngest cabinet member as Minister of Digital and Morten Bonde, author, motivational speaker, and an art director at Lego.
The Philippines’ very own and creative events’ familiar face Merlee Jayme, will also be speaking at the event. Jayme is the president of the newly formed global agency dentsuMcgarrybowen.
They are also joined by other creative heavyweights including “Dumb Ways To Die” creator John Mescall; the makers of culture-shaping and award-winning works from Libresse and AMV BBDO, Nadja Lossgott and Nicholas Hulley; one of Esquire’s Most Influential People of the 21st Century, John Maeda; internet sensation Macoy Dubs; the Filipino-American storyboard artist and director, Jay Oliva; the man behind the Secret Base, Calvin Cuevas, among others.
“Apart from keeping the creative flame alight, it will also serve as a much-needed helping hand during these challenging times — as proceeds from the event will be donated to Aidvertising, to help industry workers and families affected by the lockdowns,” Tiempo added.
Aidvertsing is a fundraising effort that aims to assist freelance advertising production workers who lost their jobs because of the pandemic.