MAD STARS 2024: Celebrating Creativity and Innovation
MAD STARS 2024, held at BEXCO in Busan, South Korea, concluded with a spectacular Awards Show and Welcome Reception on August 23. Under the theme AIM: Aim Marketing Success with AI, the festival highlighted the fusion of inspiration, innovation, and technology over three exciting days.
This year, top honors were awarded across various categories, with Gold, Silver, and Bronze trophies, along with Crystal certificates, celebrating the most impactful campaigns. The spotlight, however, was on the prestigious Grands Prix of the Year and Special Awards.
The Grand Prix of the Year in Product & Service went to Dentsu Inc., Japan, for their groundbreaking work on My Japan Railway for JR Group. This campaign captivated audiences with its blend of traditional design and modern technology, transforming the rail travel experience in Japan. Matt MacDonald, Chief Creative Officer of BBDO New York, expressed his admiration: “It’s incredible to witness how a 150-year-old rail service can be revitalized through the power of brilliant design. My Japan Railway fundamentally changed how people experience rail travel in Japan, making it more enjoyable, beautiful, and connected.”
In the Public Service Advertising category, Impact BBDO, United Arab Emirates, earned the Grand Prix of the Year for their powerful campaign, Child Wedding Cards, created for UN Women. The campaign used a simple yet revolutionary concept—child-made wedding cards—to challenge and change outdated laws. Gabriel Lora, VP of Strategy & Digital Transformation at FCB Newlink, praised the campaign, saying, “This is the power of simple ideas. The power to change something using just words. The power to use something beautiful in a way that sparks a revolution.”
Suzana Apelbaum, Head of Creative and Innovation at Google, also shared her thoughts: “The Child Wedding Cards campaign is a shining example of how advertising can leverage pure creativity to drive critical social and political change. In an era dominated by AI, this campaign exudes humanity.”
MAD STARS also recognizes several industry leaders through its Special Awards. Samsung was honored as Advertiser of the Year, while Dentsu Inc. took home the title of Agency of the Year. The Dentsu Group Inc. was recognized as Network of the Year and Holding Company of the Year.
Emma de la Fosse, Chief Creative Officer at Edelman, summed up the spirit of the event perfectly: “My Japan Railway is a campaign that united traditional woodcut-inspired design with modern data technology, driven by a deep human insight. The Child Wedding Cards campaign showed the power of ideas in solving problems, making it a well-deserved Grand Prix winner.”
MAD STARS 2024 was a celebration of creativity at its finest, with ideas that not only capture attention but also inspire change. We extend our heartfelt congratulations to all the winners and a sincere thank you to everyone who made this year’s festival a grand success.
This year’s Special Award winners are:
- Production of the Year: LULL Inc.
- Advertiser of the Year: SAMSUNG
- Agency of the Year: DENTSU INC.
- Network of the Year: DENTSU GROUP INC.
- Holding Company of the Year: DENTSU GROUP.
For a complete list of winners, please visit the MAD STARS website.