THE CUP hits Asia for the first time

The organisers of The Intercontinental Advertising Cup (ICAC) are bringing THE CUP 2009 Award Ceremony to Asia for the first time ever, which will take place in Thailand on 18 March 2010 as part of ADFEST (18-20 March).

THE CUP was established in 2007 by some of the world’s biggest regional advertising festivals: Asia Pacific’s ADFEST, Ibero-America’s FIAP and New Europe’s Golden Drum. The Art Director’s Club of Europe has also joined as a participating festival.

Michael Conrad, co-founder of THE CUP & president of the Berlin School of Creative Management, says THE CUP 2009 will be a milestone for agencies in the Asia Pacific.

"When I helped to establish THE CUP it was important to have the best quality jury ever appointed to a global award show," Conrad said.

"Being nominated or winning at THE CUP should be a big deal in communication today where the focus is strengthening on human values and local culture – especially for Asian Pacific marketers who live in the most promising region of our planet."

According to Meta Dobnikar, vice president of the Golden Drum: “We are sure the third Intercontinental CUP Awards Ceremony will be the best ’til now."

"We are proud that THE CUP will be the first real Intercontinental advertising event in Asia. We are curious about viewing new productions from Asia, and we are enthusiastic to visit Thailand – the land of smiles – which is one of the most beautiful countries of the world."

In Argentina, Daniel Marcet, president of FIAP says: “We are excited to host THE CUP 2009 Awards in Asia in one of fastest growing advertising regions in the world."

"THE CUP is like a breath of fresh air among international advertising festivals because it awards advertising that is created for consumers and not necessarily for foreign juries. In THE CUP there is no domination of one culture over the others," says Marcet.

According to Franco Moretti, president of the Art Directors Club of Europe (ADC*E): "In the last decades, Asia Pacific agencies have contributed to some of the best work in the world by focusing on local culture, which is exactly the focus and the motto of THE CUP: to promote and honour ‘Genius Loci’."

"'Genius Loci' is translated as ‘local genius’ in Latin. In other words, THE CUP celebrates advertising that reflects the heritage and richness of local cultures," says Moretti.

Jimmy Lam, president of ADFEST, agrees: “THE CUP is a truly inter-continental awards using a very different approach.

It is a very forward-thinking show because the awards are not judged according to media category, and only the winners of each participating festival are eligible to win. THE CUP is not just another awards show.

Its spirit of ‘local genius’ and the participation of four regional festivals makes it very unique.”
The mission of THE CUP is to celebrate locally inspired creativity.

It does not compete with any other advertising show, but is a very new international concept that makes it possible for local creativity to be judged on a global scale by its local merit.

The 2007 CUP Awards took place in Valencia, Spain, and the 2008 CUP Awards took place in Slovenia.

Next year, The CUP judges will meet in Thailand prior to THE CUP 2009 Awards ceremony on 18 March.