THE CUP: “A world-travelling award show”
At this year’s CUP Awards, which took part in Sarajevo in March, ADFESTbuzz caught up with Franco Moretti, ADC*E President, Group Chief Creative Director, Leo Burnett, Italy, to find out why THE CUP is so important to Asia Pacific agencies.
Read the interview.
Why did the organizers of THE CUP 2009 decide to host the Awards show in Sarajevo this year?
As the ultimate creative global creative confrontation, THE CUP is now at its third edition. It has been held in Spain, then in Slovenia, and now in Sarajevo.
We have duelled on the issue of the ideal location where to place such an event. We had hoped to host THE CUP in Thailand, but when ADFEST was postponed, Sarajevo was an ideal second choice. This way, THE CUP becomes a sort of “World Traveling Judging Session”.
That would make THE CUP a really unique and interesting event, thus attracting the world’s best jurors to participate and contribute to elect the ‘BEST of the BEST’ work in the world.
So the open question remains: where next then?
Why is THE CUP an important festival for Asia Pacific agencies?
In the last decades, Asia Pacific agencies have come a long way. They have been contributing to some of the best work in the world. Their work is inspired by each different country’s local culture, which is exactly the focus and the motto of THE CUP.
What makes THE CUP unique to other global advertising festivals?
Its spirit of “Genius Loci”, which translates as ‘local genius’ from Latin, is a profoundly human theme aimed at putting the local place first, for it is here where all ideas are born and where exceptions state the rule.
Such a theme has growing relevance for the future of our societies. It provides companies with a heritage and a vision for humanity and sustainability. For example, a local enterprise that is rooted in a local culture might go global, or a global enterprise with a universal brand essence can also connect with the local cultures and with its communities in each market, whether these communities lie in the Far East, or are ethnic communities in the USA, in Latin America or communities in Western, Central and Eastern Europe.
Why does local culture, if we live in a global world?
The Jury for THE CUP are all accomplished gurus in their local community who have also reached fame for their distinct work beyond their home borders. They are all passionate about “local first” as a major concept to push for the better of advertising.
After all, the local place is where real people live – people with a culture and a heritage of their own, which deserves safeguarding, continuous development and support.
With the drive behind globalization, the local place will have its renaissance. So the answer to the question why is THE CUP unique? Because after globalization the future rests on localization.
On the photo: Franco Moretti, ADC*E President, Group Chief Creative Director, Leo Burnett, Italy
As the ultimate creative global creative confrontation, THE CUP is now at its third edition. It has been held in Spain, then in Slovenia, and now in Sarajevo.
We have duelled on the issue of the ideal location where to place such an event. We had hoped to host THE CUP in Thailand, but when ADFEST was postponed, Sarajevo was an ideal second choice. This way, THE CUP becomes a sort of “World Traveling Judging Session”.
That would make THE CUP a really unique and interesting event, thus attracting the world’s best jurors to participate and contribute to elect the ‘BEST of the BEST’ work in the world.
So the open question remains: where next then?
Why is THE CUP an important festival for Asia Pacific agencies?
In the last decades, Asia Pacific agencies have come a long way. They have been contributing to some of the best work in the world. Their work is inspired by each different country’s local culture, which is exactly the focus and the motto of THE CUP.
What makes THE CUP unique to other global advertising festivals?
Its spirit of “Genius Loci”, which translates as ‘local genius’ from Latin, is a profoundly human theme aimed at putting the local place first, for it is here where all ideas are born and where exceptions state the rule.
Such a theme has growing relevance for the future of our societies. It provides companies with a heritage and a vision for humanity and sustainability. For example, a local enterprise that is rooted in a local culture might go global, or a global enterprise with a universal brand essence can also connect with the local cultures and with its communities in each market, whether these communities lie in the Far East, or are ethnic communities in the USA, in Latin America or communities in Western, Central and Eastern Europe.
Why does local culture, if we live in a global world?
The Jury for THE CUP are all accomplished gurus in their local community who have also reached fame for their distinct work beyond their home borders. They are all passionate about “local first” as a major concept to push for the better of advertising.
After all, the local place is where real people live – people with a culture and a heritage of their own, which deserves safeguarding, continuous development and support.
With the drive behind globalization, the local place will have its renaissance. So the answer to the question why is THE CUP unique? Because after globalization the future rests on localization.
On the photo: Franco Moretti, ADC*E President, Group Chief Creative Director, Leo Burnett, Italy
