Nkanyezi Masango returns from Ad Stars judging in Busan

Posted: September 11, 2015

NkanyeziCreative Director at Y&R South Africa’s Cape Town office, Nkanyezi Masango, recently represented the agency on the film jury at a prestigious international award festival in South Korea.

AD STARS, a relatively new and up-and-coming awards show and the world’s first convergent advertising festival, took place from 18 to 22 August 2015 in Busan, South Korea’s second largest metropolis.

The AD STARS festival celebrated its eighth anniversary this year and set a remarkable record with 17,698 entries from 67 countries, and boasts a 41% increase in entries compared to 2014. These statistics are testament to the festival’s gaining momentum on the global awards circuit.

“The theme of the festival this year was ‘Beyond’”, explained Nkanyezi. “The intention was for creative leaders to reflect on innovative changes in the advertising paradigm, that go beyond its traditional limits.”

Nkanyezi MasangoNkanyezi was asked to present on the topic based on his learnings and insights from working as a creative in the South Africa. His presentation was titled: Opportunity in Difficulty. “Difficulty, whether it’s a tight budget, short turnaround time or the absence of superior technology, forces one to be more inventive and it inspires lateral thinking. Some local campaigns by Y&R South Africa are great examples of that – including Hope Soap, GIVA, Edward Snell’s ‘Reflector Protector’ and Land Rover’s ‘Non-genuine Animals’.”

On his experience at AD STARS, he shared: “I had long chats with some of the judges from big and small agencies in different regions, and I learned that we all face the same issues,” he continues. The only thing that separates great agencies from the average ones, is a relentless spirit. It’s about how you respond to your challenges,“ he added.

Submissions to AD STARS are open year-round and are not limited to creative work from any particular country, although there is a slant towards Asia-specific work. Nkanyezi particularly enjoyed the Japanese and Thai films during the judging process, as these have a very unique, irreverent voice and humour.

This is the second consecutive year that Y&R South Africa has enjoyed representation at AD STARS. Rui Alves, Executive Creative Director at Y&R SA’s Johannesburg office, served on the finalist judging panel in 2014.