Here’s Why an International Ad Festival Went MAD

“There’s no great genius without some touch of madness”. 

That quote is originally attributed to Aristotle - but it’s winning plenty of admirers in 2023. Not least the international ad festival formerly known as AD STARS, which announced last year a rebrand to MAD STARS. With the deadline for entries to this year’s festival quickly approaching over the horizon (it’s June 15th), this feels like a good time to reflect on what the rebrand means for the event - and how it’s reflecting changes in global creative culture. 

Ostensibly, the new ‘MAD’ branding is an acronym - for ‘Marketing, Advertising, and Digital Content’. But it also celebrates a certain kind of, well, madness which can be found in some of the best and most memorable creative ideas that have cut through in the past year. And it’s precisely that kind of work which delegates and judges are set to celebrate at the Korea-based festival in 2023. 

To go behind the scenes of the revamped festival, LBB’s Adam Bennett sat down with the chairperson of MAD STARS’ executive committee Hwanjin Choi… 

LBB> Last year, AD STARS rebranded to MAD STARS. Can you tell us the thinking behind this change, and in what ways does this reflect broader changes in the industry? 

Hwanjin> The advertising industry has been experiencing rapid changes over the past few years, including a gradual blurring of the lines between sectors as advertising meets with other industries. Marketing, Advertising, and Digital Content are being linked in new and interesting ways, and this phenomenon is particularly pronounced in digital spaces. In order to embrace these changes, we changed our name from the advertising-focused ‘AD STARS’ to ‘MAD STARS,’ which refers to Marketing, Advertising, and Digital Content.

Perhaps one of the best examples of this blur phenomenon is the rise of short-form content. Short-form has become established as an essential type of content for all brands in order to connect to consumers, and it is growing rapidly as an essential tool in the marketing sphere. The practice of blurring the line between advertising and content through the adoption of entertainment elements that don’t seem like ads has clearly existed in the past. However, this trend has opened a range of dynamic possibilities through links with digital technology, and advertising and marketing executives have had to think differently about their approach to digital marketing in response.

LBB> So MAD is an acronym for Marketing, Advertising, and Digital Content. But to what extent are you also looking to celebrate 'mad' work? Does work need to be 'mad' in order to cut through in 2023?

Hwanjin> MAD STARS is more than just an abbreviation for Marketing, Advertising, and Digital Content. The name also embodies our commitment to seeking out unique and influential campaigns that break the mould. But rather than crazy stunts or bizarre antics, we are looking for fresh perspectives and innovative ideas.

One example is the ‘Moldy Whopper’ campaign by Burger King a few years ago. At the time there had been a spate of reports that slammed the preservatives contained in fast food. In response, Burger King filmed a freshly-made burger at room temperature to show the mould growing on it, proving that their hamburgers did not contain preservatives. The ad received a positive reception for both challenging traditional advertising and the emphasis on authenticity and transparency in marketing. Today’s consumers are flooded by information, so it is important for advertisers and marketers to create an impression that can grab people’s attention and stay in their memory. As an extension of this, we have to think hard about methods that are creative, innovative and able to gain a true understanding of target consumers.

Above: 2020’s celebrated Moldy Whopper campaign from Burger King stands as an example of a campaign which broke through thanks to innovation. 

To be successful in the 2023 awards, there is no need to submit an entry that is ‘mad.’ However, it does have to be innovative and creative. We believe that campaigns must be creative and unique to be influential in today’s media environment, so if you have a creative solution that fits this description then you have a shot at winning an award.

LBB> If you could give one piece of advice to anyone wishing to submit an entry to MAD STARS, what would it be and why?

Hwanjin> My advice to those wishing to submit an entry to MAD STARS is to focus on diversity. 

We are looking for creative ideas, but also ideas that incorporate a wide range of cultural perspectives and experiences. We think very highly of campaigns that deal with important social issues in different countries and regions. We also encourage campaigns that embrace cultural differences and celebrate unique regional characteristics. 

In the end, we believe diversity is an important element in creating a better world and also a crucial part of making better creative works. So, my advice is to show us how your entry expands the boundaries of creativity through diverse perspectives. 

LBB> You've also announced some new categories for 2023. Have there been any trends in the industry, with regards to technology, that made these categories essential for this year's event?

Hwanjin> Over the last few years, the advertising and marketing industry has seen a great deal of technological advancement and changing trends. One of the main trends is the growing importance of data-based advertising. The advent of big data and AI has enabled advertisers to collect and analyse large volumes of data on target customers and carry out highly personalised campaigns for designated targets.

Another trend is the rising power of social media and influencer marketing. Social media platforms such as Instagram and TikTok have become core channels for connecting brands with consumers and promoting products and services. Influencers with large numbers of followers on these platforms are now a major force in the industry, and brands are using their influence to reach consumers, especially young people. 

In addition, technologies such as augmented reality and virtual reality have transformed advertisements into more immersive and interactive experiences. The trend has provided opportunities for brands to leverage these technologies to offer engaging and memorable experiences to consumers.

Another trend worth nothing is the increasing emphasis on sustainability and corporate social responsibility in advertising and marketing. Consumers are slowly becoming more aware of the impact their purchasing has on the environment and society, so brands are responding by integrating sustainability and CSR campaigns. This includes the use of eco-friendly materials, support for social issues, and promoting diversity and inclusion.

These changes and trends hint at the need for new ideas and creative approaches in marketing and advertising. To keep up with these trends, MAD STARS overhauled the award categories this year in order to recognise, encourage, and share outstanding marketing ideas. We look forward to seeing what kind of novel and innovative campaigns will be submitted in the new categories. 

LBB> The focus of this year's event is 'REBOOT: Refresh Your Strategy for the Post-pandemic Era'. Do you think there's been a change in the kind of creative ideas we've been seeing since the pandemic? If so, how would you describe those changes?

Hwanjin> Of course. We have seen significant differences in the creative ideas submitted since the COVID-19 pandemic. 

The prevalence of remote work increased around the world as a result of the pandemic, and this has affected the way we create campaigns and content. The demand for digital marketing and content has increased as many companies shift to digital channels. Digital campaigns have become even more ubiquitous, and we have witnessed a lot of fascinating innovation in this space. The demand for ‘home personal lifestyle’ products and services has also risen as consumers spend more time at home, and many creative ideas have emerged to promote these products and services. 

The number of campaigns aimed at solving social issues and uniting regional communities has also risen. There has been a greater focus on empathy and compassion, and we have seen truly creative ideas that bring people together during difficult times.  

In this sense, we believe that although the COVID-19 epidemic threatened our health, it has spurred the development of creative ideas to respond to the demands of a more innovative, dynamic, and changing world. We are excited to see what kind of new ideas and approaches will emerge in the future!

LBB> And, on a final note, what about the future? Should we expect to see more changes from MAD STARS as we move beyond 2023's awards?

Hwanjin> We are taking on new challenges every year. MAD STARS continues to evolve and adapt in line with ongoing changes in the marketing and advertising environment, as evidenced by our name change last year and this year’s overhaul of the categories. Our goal is to be more than just an advertising festival. We would like to become a collective event for everything creative that spans digital marketing and content. 

We are also striving to become a pioneering marketing event for representing non-Western countries, including Asia. MAD STARS strives to unearth young talent through advertising and marketing competitions for people in different age groups including youth, university students and junior advertisers, and we are also working hard to train talent through our academy. 

Our ultimate goal is to encourage society to change for the better by sharing the creativity that lies in marketing and advertising from around the world.