Smooth leads the way

This year's Asian Advertising Awards may have crowned a Thai winner for the third consecutive show, but judges were unstinting in pointing out that the Smooth E campaign transcended not just this year's crop of the best of Asian work, but also looks a strong bet to score a resounding global success at Cannes.

The four-episode TV campaign, created by Jureeporn Thaidumrong's JEH United, drew rave reviews from creatives, who commended its ability to attract viewers in the manner of a conventional TV show.
The TVCs wove an unconventional narrative around the skincare product, featuring an aggressive young woman who is unsure of her looks. She eventually finds love following a series of quirky encounters, and the spots also hit home for their irreverent take on the whole sector of cosmetic advertising.

Judges united to praise the spots. TBWA\Asia-Pacific chief creative officer John Merrifield noted that the work was a strong contender for Cannes, while Grey Global Group regional creative director Todd McCracken said: "The director was a genius, the casting was perfect and the idea brilliant."

The Smooth E work edged out strong competition, most notably from JWT Shanghai's Nike Hong Kong work, which dominated the print and poster categories, and prompted Euro RSCG creative director and judge Nick Cohen to pay tribute to a "fresh execution". Lowe's Land Rover campaign also drew strong reviews from judges, who praised "a strong piece of work for a big brand".

The Smooth E campaign was a fitting centrepoint for the three-day Create '06 event, which brought together a range of influential thinkers from a diverse array of creative industries. A panel of four leading global creatives debated the issue 'Asian Creativity on a Global Stage', sifting through a number of critical issues for the region's industry.

The panel comprised JWT chief creative officer, and chairman of the Spikes jury, Craig Davis; BBDO Guerrero Ortega chief creative officer and chairman David Guerrero; McCann Erickson Hong Kong executive creative director, and China executive vice-president, Spencer Wong; and TBWA\Paris executive creative director Erik Vervroegen.

One of the key issues that arose from the discussion was the need for Asian creatives to successfully export work to other parts of the region.

As Davis pointed out: "We're not making work for Peru, but an export mentality is still very important." Guerrero took things one step further, explaining that great work would become increasingly widespread if agency CEOs played a more pivotal role in its development, instead of delegating all responsibility to the creative department.

Spencer Wong, meanwhile, focused on China's creative development, pointing out that the country still has some distance to travel if its creative product is to achieve true global resonance.
Perhaps Vervroegen had the last laugh, though, noting that recalcitrant clients sometimes needed a "kick in the butt" if agencies are to get good work through.

Other Create '06 sessions offered content that differed from other industry creative conferences, by delivering the views of creative people from outside the advertising sphere.

Architect Paul Andreu led delegates on a lively journey through many of his major designs, explaining how Asia has played a key role in inspiring his work. His presentation provoked some lively queries, focusing on Andreu's own method of igniting the creative process.

Designer and illustrator Laurie Rosenwald, meanwhile, took a different tack -- in a bid to demonstrate the mistake of searching for inspiration. Showcasing her own work, and mixing in large doses of humour, the presentation was particularly well received, as she explained how deadlines and briefs can be antithetical to an inspirational experience.

Photographer Simon Thorpe's 'Inspirational Imagery' session devoted more time to the concept of inspiration, with Thorpe presenting a series of his award-winning images and campaigns. "For me it's about being in a certain state of mind to allow a free flow of ideas for me to choose from as they flow into my head," he explained.

TBWA\Paris' Vervroegen drew one of the largest crowds of the day, as he attempted to explain how artistry can integrate with commercial messaging, sound, dialogue, motion and, of course, ROI-focused clients to weave a compelling creative message.
Vervroegen featured a range of his award-winning campaigns, including work for Sony PlayStation 2 and last year's Cannes metal winner for an anti-HIV campaign.

Not all of the sessions looked exclusively at the creative process, however. BT futurologist and disruption technology expert Ian Neild led an engaging discussion on our creative future, looking at the potential for technology to accelerate the methods in which brands communicate with an increasingly savvy audience.

As Neild presciently pointed out, the technological revolution is still in its infancy and brands must be wary of assuming that the pace of change is likely to slacken. Instead, he noted, it is only likely to speed up, as new technologies continue to proliferate.
Breakdesign.com co-founder and chief technical architect Stefan Wessels, meanwhile, focused on 'next generation expression' -- looking at how creativity can better resonate with the notoriously jaded youth audience.

As Wessels explained, the concept of online communities is at the forefront of youth expression, particularly in urban centres. Perhaps the overriding theme of Create '06 was the need for inspiration, regardless of milieu. And as many of the speakers, judges and work amply demonstrated, it is not a quality that was in short supply at the inaugural event.