AdFest unveils theme for 2009

Regional - AdFest has revealed "Made In Asia" as its theme for next year's event, which will also double as the festival’s permanent tagline.

AdFest President Jimmy Lam said the tagline reflects how far the Asia-Pacific region has evolved over the past decade in terms of its innovation, ideas and creativity.

"AdFest is Asia’s own awards show. It showcases the best work made in Asia, much of which takes its place amongst the world’s most awarded work. As a result, careers are made at AdFest. With booming economies across the region, 'Made In Asia' is a proud and increasingly relevant claim," he said.

M&C Saatchi Sydney ECD, Ben Welsh, developed the new tagline which is supposed to reflect the festival's heritage as the original regional advertising festival in the APAC.

But there's also a second association the "Made In Asia" tag has which is of mass-produced and poor-quality products.

"It’s a label many Asians were embarrassed of because it seemed to indicate inferiority to something that is produced in Europe and the United States," Lam said.

"Those days are long gone. The Asian region has captured the world’s imagination with its products, brands, design, art and commercial creativity," he says.

Next year’s festival runs from 19 to 21 March 2009 in Pattaya, Thailand.