Busan has once again transformed into a global hub for creativity, innovation, and advertising excellence as MAD STARS 2025 officially kicks off. The much-anticipated festival, known for blending technology, human creativity, and social purpose, began its on-site awards judging on August 25, with the Final Jury launching round two of the evaluations.
On Tuesday, August 26, the energy expanded with the opening of the New Stars and Young Stars MAD Competitions, setting the stage for emerging talent to showcase bold ideas. The main Festival unfolds on Wednesday, August 27, with the grand Opening Ceremony and Gala, signaling the start of a week filled with inspiration, debate, and groundbreaking work.
Exploring the Future of Creativity in the Age of AI
This year’s conference dives deep into the intersection of technology and human imagination—a theme that resonates across industries navigating the AI era.
As the closing keynote, John Jonghyun Kim, Global President & CEO of Cheil, will deliver The Ambidextrous Agency: Harmonizing AI and Human Creativity. His perspective on balancing artificial intelligence with human intuition offers a model for agencies seeking to thrive in a hybrid future.
Adding another dimension, Alex Abrantes, Chief Creative Officer, North America at Iris Worldwide, will speak on Creative Intelligence: How Storytelling Can Bridge the Gap Between AI and Human Emotion. His keynote highlights the transformative power of narrative in humanizing algorithms and building genuine connections.
Conversations with the Jury & Missions for the Next Generation
A perennial highlight, Conversation with the Executive Jury, will bring together top creative leaders including Alejandro Di Trolio (Cheil), Alex Abrantes (Iris Worldwide), Ashish Chakravarty (McCann), and Tawana Murphy Burnett (Meta). Together, they will dissect what elevated finalists to winners in this year’s awards.
Meanwhile, the New Stars and Young Stars Competitions officially launched at SIGNIEL BUSAN with mission briefings:
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Young Stars Mission: Campaign ideas to raise awareness of the health and social risks of e-cigarettes among young adults (sponsored by the Korea Health Promotion Institute).
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New Stars Mission: Planning a public campaign to overcome fear and foster engagement in the Age of AI.
Both groups have just 30 hours to craft and present innovative solutions, receiving mentorship from leading global creatives before vying for Gold, Silver, Bronze, and Crystal awards at the MAD STARS Awards Show on Friday, August 29.
Thought-Provoking Sessions
Beyond competition, MAD STARS 2025 is rich with sessions pushing boundaries of creativity:
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Pancho Gonzalez (Inbrax) will deliver Brainrot: Stupidity as Brand Connector, a provocative call to resist creative complacency in a content-saturated age.
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Alejandro Di Trolio (Cheil) asks Is There Anything More Human Than Algorithm?, highlighting the enduring role of empathy and emotional truth.
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Samsung Electronics will spotlight its celebrated AI Home Appliance Troika campaign in Bespoke AI: How to Build Brand Heritage in the Age of AI. Featuring Yuna Kim, Kyungtae Kim, and Soora Min, the session underscores how global brands can embrace innovation while honoring their legacy.
Exhibition, Networking, and Global Recognition
Delegates can also explore the MAD STARS Exhibition at SIGNIEL BUSAN, featuring some of the world’s finest creative work. The Networking Lounge and Promotion Booth provide ample opportunity for professionals to connect, collaborate, and share insights.
The Festival culminates with the MAD STARS Awards and Closing Party, where the industry’s most coveted accolades—including Grand Prix of the Year, Agency of the Year, and Advertiser of the Year—will be presented. Special Honorary Awards will also recognize contributions to cultural and social progress, in line with MAD STARS’ mission to inspire creativity, promote peace, and advance human life.
Why MAD STARS Matters
At its heart, MAD STARS remains more than an awards show—it’s a global platform for the creative industry to explore how ideas can shape a better world. From young talents tackling public health issues to agencies grappling with AI’s impact, Busan has once again become the stage where the future of creativity takes form.
