[JURY INTERVIEW] NEW STARS Demonstrate That Ground-Breaking Ideas Don't Always Have to Be Distant or Grand
We had the pleasure of speaking with Hyunjung Park, Creative Director (CD) at Cheil Worldwide, who served as a jury for both the final round judging and the New Stars MAD Competition (NEW STARS) at this year's MAD STARS!
Hyunjung joined Cheil Worldwide in 2006 and became a Creative Director in 2014. She has dedicated her career to forging meaningful connections between consumers and brands by pioneering innovative strategies at the intersection of technology, culture, and human experience. Her notable experiential marketing projects include:
Galaxy ToGo (2021): A program allowing users to rent and experience the Galaxy S21 series for up to three days without any obligations.
Galaxy Open Studio (2020): Collaborative project where photographers and celebrities shared their techniques during a joint photoshoot.
Insight Exhibition (2012): A photography exhibit that visualized the imaginations of blind children through creative storytelling.
Hyunjung has also delved into diverse genres beyond entertainment, including branded short films and documentaries, showcasing her versatility and creativity.
This year, as a jury for both MAD STARS final round judging and NEW STARS, she explored the outstanding work of seasoned professionals and the promising projects of young talents who represent the industry's future. Her experience gave her valuable insights into the qualities young creatives need to succeed and the challenges they face in reaching their potential.
Join Hyunjung Park as she delves into the essence of advertising, the key qualities young creatives need, and the secrets behind making great work stand out!
---------------------------------------------------------------------------
Q. What strengths and weaknesses did you observe in junior creatives during the New Stars judging process?
A. The courage of junior creatives is their greatest strength. Through the judging process, I encountered fresh ideas born from their exceptional imagination and their impressive ability to adapt to new technologies and trends quickly. Their experiments with AI technology and character design particularly stood out.
However, some ideas lacked grounding or deviated from the brief, which lessened their impact. Courage and originality are vital, but their true value lies in feasibility—the ability to bring those ideas to life effectively and meaningfully.
Q. NEW STARS have a little experience under their belt. What did you find during judging were their strengths and their shortcomings?
A. The greatest strength of young creators lies in their courage. This time, I discovered fresh ideas born from their incredible imagination. Additionally, their ability to quickly absorb new technologies and trends led to notable experiments with AI technology and characters.
However, ideas that overlooked reality and strayed from the brief did not resonate well. Bravery and originality shine only when they are grounded in feasibility.
Q. Has your NEW STARS judge experience changed your view of the junior creatives under your guidance at Cheil?
A. At Cheil, we hold junior creators to high standards and deeply respect their capabilities.
We believe that when their fresh perspectives and innovative approaches are combined with the experience of our senior team, exceptional campaigns emerge.
Regardless of experience level, we foster a culture that encourages positive influence and collaboration among all members.
Q. The finalist has good ideas from great ones. What stood out for you in the judging room? What campaigns did you think were worthy of top awards and why?
A.
<MY JAPAN RAILWAY> Location: Japan┃Advertiser: JR Group ┃Agency: DENTSU INC.
The My Japan Railway was awarded the Grand Prix of the Year, receiving overwhelming support from the majority of the judges. I believe it excels in all aspects, including relevance, execution, and overall completeness. I truly appreciate the craftsmanship that took into account even the most nuanced consumer experiences. In a rapidly changing world, I can confidently say that this is a remarkable work that will serve as a reference for years to come.
Q. What do you feel are the biggest challenges to getting great creative work through to launch?
A. Each person may have a different idea of what a great work is, but my standard is ‘How much of a positive influence has it had on the world?’ A completely new idea that did not exist before can completely change our lives, but sometimes a basic idea can become powerful when it meets timely execution and excellent completion. I believe that making optimal choices in every step of the process, from the beginning of the idea with the creators' one-line memo to every minute and every second that consumers experience in any form, comes together to create a great work. In the process I just mentioned, the compromises that creators make that test their concentration and patience can be said to be difficulties that impede the sophistication of creativity.
Q. MAD STARS is your “home” award and festival. What do you think is its importance on the global awards stage?
A. Modern society is intricately interconnected across geographical borders, with real-time sharing of countless aspects of life. We've identified common challenges plaguing us and discovered services that can enhance our lives. In many areas, we've even reached a consensus. Hence, I believe that any solution addressing universal human issues, transcending cultural and regional boundaries, possesses the fundamental qualifications to shine at a global awards ceremony. Nonetheless, as the adage goes, ‘God is in the details’. A thorough and nuanced approach that respects the uniqueness and diversity of every culture, ethnicity, and locality will undoubtedly garner more attention.
---------------------------------------------------------------------------
“Advertising isn't just about ideas; it's about bringing those ideas to life to make a meaningful impact on the world.”
Hyunjung insights extend beyond young creatives—they serve as a guiding principle for the entire creative industry, emphasizing the importance of collaboration and growth.
Next summer, MAD STARS will showcase groundbreaking ideas and emerging trends with AI technology under the theme 'AI-vertising: The AI Advertising Marketing Era'.
Stay tuned for more innovation and inspiration!
