Moving From Message to Real-World Impact: MAD STARS Executive Jury Reveals the WorkThat Stayed With Them

- Taking the stage on opening day, five global creative leaders spotlighted the entries

that left a lasting impression during this year's judging.

- Their selections reflected a broader shift in creativity, highlighting campaigns driven by cultural empathy, proactive problem-solving, and invisible technology.

26 August 2026

MAD STARS 2026 officially opened today in Busan, hosting the "Conversation with the Executive Jury" as a key highlight of its opening day. Taking the stage, five global creative leaders highlighted an entry from this year's judging that left a lasting impression on them. Moderated by Kim Shaw, Publisher and Editor of Campaign Brief Asia, the panel included Sandipan Bhattacharyya (Chief Creative Officer, Monks), Raja Rajamannar (Senior Fellow and Former Chief Marketing & Communications Officer, Mastercard), Anny Havercroft (Global Head of Product MarComs, TikTok), Tara McKenty (Chief Creative Officer, AKQA), and Aurora Straton (Creative Lead, Google). Across their selections a common thread emerged: the most impactful work solved tangible problems rather than simply performing for attention.

Kim Shaw, Publisher and Editor of Campaign Brief Asia

Sandipan Bhattacharyya (Chief Creative Officer, Monks)

Raja Rajamannar (Senior Fellow and Former Chief Marketing & Communications Officer, Mastercard)

Anny Havercroft (Global Head of Product MarComs, TikTok)

Tara McKenty (Chief Creative Officer, AKQA)

Aurora Straton (Creative Lead, Google)

Insight Rooted in Culture and Empathy

The Executive Jury emphasized how the strongest campaigns translated local cultural truths into universal human connections.

Sandipan Bhattacharyya opened the discussion by highlighting "The Giant" (AYUDHYA CAPITAL SERVICES CO.,LTD. / LEO BANGKOK). Drawing on a familiar Thai insight that unexpected expenses can feel like bad luck falling from the sky, the campaign dramatized the value of having a Personal Loan card ready before financial trouble occurs. "Financial services is a tough category to stand out in, and the standard for humor within it is incredibly high," Bhattacharyya explained, praising its detailed craft. "It's absurd on the surface, but the more you watch it, the more strategic it becomes."

Raja Rajamannar then chose "Humanity Chain" (FORTE BANK / PROGRESSION CA), a project designed to build an emotional connection with a broader consumer audience as ForteBank expanded into the retail market. The campaign turned a real viral moment—strangers forming a human chain to rescue a dog—into an interactive bronze sculpture, creating a lasting symbol of solidarity. "They took a moment of empathy and mutual support and memorialized it in bronze, creating something truly timeless," Rajamannar said. "The theme is so universal that no matter where you're from, you can't help but connect with it. It leaves a lasting impact."

Anny Havercroft brought the room to the Philippines with "Safetynovela" (PHILIPPINE AIRLINES, INC. / BBDO GUERRERO). The campaign used melodrama and real actors from the country's beloved telenovela genre to significantly improve in-flight safety instruction recall. "The team tapped into culture to solve a very dry, functional problem," Havercroft noted, pointing out how the culturally grounded work successfully created true entertainment and ignited community conversations.

Proactive Solutions and Invisible Technology

Beyond clever messaging, the panel celebrated campaigns that operated as proactive business solutions and utilized technology quietly.

Tara McKenty praised "TileChalk" (DBL CERAMICS LIMITED / POP5), an initiative that transformed ceramic waste into non-toxic chalk in Bangladesh. The project proactively solved an industrial waste issue while supporting Bangladesh's struggling local chalk industry. "Instead of just landing in the traditional space of communication, the agency saw this waste issue and stepped in to intervene," McKenty emphasized. "It solves a problem for one industry and consequently for another, empowering people to make an ethical choice. This is true APAC innovation that can be scaled to the world."

Aurora Straton closed the discussion with "Radio Time Machine" (NICHII GAKKAN CO., LTD / TBWA\HAKUHODO INC.), an AI-powered device designed to support reminiscence therapy for people with dementia. The device combines large language models and AI voice synthesis with the familiar interface of a nostalgic analogue radio. "This is user-first thinking, in the content and in the design," Straton said. "What excited us most was the invisible technology. Without AI running quietly underneath it, this experience wouldn't exist, but it never once feels like technology."

Redefining Creativity at MAD STARS

The opening session provided attendees with a profound look into how creativity is being redefined—shifting from simple communication to system design and real-world solutions. These standout campaigns, along with other finalist entries, are currently on display at the festival's exhibition. Running through 28 August at SIGNIEL Busan under the theme "AMPLIFY," MAD STARS 2026 will host a networking event on 27 August before culminating in the official Awards Show on the afternoon of 28 August, where this year's ultimate winners will be revealed.