Only one Lion was handed out to Asia in the Innovation category, a Bronze to 'This is a Tree' by TBWA\Santiago Mangada Puno Philippines for Boysen Knox-out Paints. Yet in the above video, jury president Bill Yom says that’s okay. Regional markets continue to be technology leaders, the Cheil Worldwide global creative director says, but need to develop further and “fight for their ideas” to succeed in future.
Judging work from around the world without a clear definition of innovation was a lot of pressure, says Bill Yom. But as a German now living in Korea, has a unique perspective on highly innovative cultures.
Moreover, Yom credits being blessed with a diverse jury from not just agencies but also startups and technical experts who collectively helped determine just how innovative each entry was.
The impact of innovation was also important, Yom says. “Brands realise that innovation is not just about coming up with new technology,” he told Campaign. “It’s about taking responsibility, thinking what can we do for people.” Winning works had a strong theme of helping to create a more inclusive and sustainable world.
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