December 2008
To celebrate the launch of Adfest's long-term positioning, "Made In Asia", Adfest is launching an exciting new awards category called Lotus Roots, which celebrates the diversity of Asia Pacific cultures in advertising.
‘Made in Asia’ – which is also the theme of Adfest 2009, symbolizes Asia’s proud heritage of local creativity and diversity.
As a result, Lotus Roots is the latest addition to the family of Lotus Awards.
The first-ever Lotus Roots winners will be unveiled at next year’s Awards ceremony in Pattaya, Thailand.
“With the growth of globalization and an increase in integration, ADFEST believes it is vital that each culture takes pride in its legacies."
"The Asia Pacific is rich in its history and traditions, and should share this richness on a regional platform to be recognized globally,” says Vinit Surapongchai, chairman of Adfest.
“Adfest prides itself in embracing the uniqueness of each local culture."
"Not only does Adfest award creative excellence, it also wants to award the preservation and pride in local heritage."
"With advertising having a prevalent role in today’s communications, it should not neglect the essence of the culture in which it is derived from,” he says.
In a globalised world, Lotus Roots will reward ideas that strongly reflect cultural elements from the region, whether through lifestyles, customs, beliefs, or other aspects.
There is no fee to enter work for the Lotus Roots category.
The juries of all seven judging panels will nominate works that they think strongly reflect and embody local cultural values.
Nominees that receive the majority of votes will become finalists of Lotus Roots.
Jury Presidents will then come together to choose the Lotus Roots Lotus.
If there is more than one Lotus Roots awarded, the juries may choose to award the ultimate prize, the Grande Lotus Roots.
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