The 16th annual Pinasthika Creativestival ended on Sunday after Fortune Indonesia and KBBI-OAO took home the Bawana and Baskara Agencies of the Year awards respectively while Masterpiece Magazine was voted as Graphic Design Agency of the Year at the awarding ceremony held on Saturday evening.
The four day event which was held at Taman Budaya Yogyakarta was positioned as a benchmark for local creative agencies and individuals. According to the event’s lead coordinator Affi Aditya Khresna of Srengenge, Pinasthika festival in recent years has gone beyond advertising campaigns to embrace other creative outputs from not just agencies but individuals both inside and outside of the industry. This opened up the field to those who may have the chops to be creative professionals but stayed away for one reason or another. Additionally, this is a way for the industry to discover new talents and welcome fresh ideas.
The workshop sessions that had been available only for students in previous years, was opened to the public, resulting in a six fold increase in participation. Gardjito Kasilo, lead mentor at the workshop, was extremely pleased at the results of the sessions especially by the work done by the public participants. “I was delighted having seen the results. The non-students were able to understand and apply all the knowledge they received during the mentoring sessions in their final work”, he told AdDiction.
In recognizing the work of local creative and communications agencies, Pinasthika splits the professional awards into two major categories, Baskara, and Bawana. Baskara is for Indonesian agencies based outside of Jakarta, while Bawana is an inclusive category for any agency founded in the country. The two major categories were created to address the gulf of talents in terms of quality and quantity between Jakarta and non-Jakarta, and to avoid the awards being dominated by Jakarta agencies. This is certainly discriminative but it was done in the interest of fostering and encouraging talents nationally.
KBBI-OAO, the advertising student learning group from Muhammadiyah University Yogyakarta absolutely dominated the Baskara category for the third year in a row. The group, which was established in 2012, took home the Baskara Best Agency of the Year award, by winning three gold trophies, five silvers, and four bronzes, not to mention best of TV, best cinematography, best art directing.
Fortune Indonesia, which took home Bawana Best Agency of the Year, received Best of Medium (Radio), one gold, and one silver. In a bitter twist of fate, Celsius Creative Communications, which took home Best of Medium (Apps and Social Media), one gold and one silver, had been on equal standing for best agency of the year but it narrowly lost out for having fewer finalists. Berakar Komunikasi which featured heavily at Citra Pariwara last year for its presidential campaign ads took five bronze.
In the student category, Petra Christian University won gold while ITB received silver and UMY took bronze.
The event was not without its share of controversy though, as the organizers awarded gold on stage to Korea’s Line Corporation for its successful mini drama based on the popular Indonesian teen movie Ada Apa Dengan Cinta. Unfortunately for the organizers, the production of the mini drama was entirely Korean, which should have ruled out the submission in the first place.
Almost immediately after, the musical performance that followed was extended for quite some time while the committee visibly scrambled in the control center. While it wasn’t clear what they were doing, the announcement of the subsequent video categories did not have the finalists names mentioned.
Controversy aside, this year’s Pinasthika festival paid tribute to the late Irvan Noe’man, one of the country’s foremost designers and thinkers, who passed away in April of this year. Noe’man founded the FGD Forum to spread knowledge and foster discussions on design matters He also founded KLCBS radio in Bandung, BD+A Design agency, pushed the Trade Ministry under Mari Elka Pangestu for a greater focus on creative economy, held various executive positions on a number of design events, councils, and institutions, and taught design in several universities across the world.
The exhibition hall featured many artworks from finalists and other participants of the festival.