Goafest is famous for seminars by global ad gurus and fun in the sun.

But it’s best known as the platform where advertising trends emerge and path-breaking work is recognised via the coveted Abby Awards.

Given the competitive nature of the event and the target audience, our idea was provocatively simple: MAY THE RIGHT BRAIN WIN.

In order to get people to sign up, the thought was packaged humorously.

Every piece depicted a face-off between an impishly brilliant right brain and its sluggish left counterpart. The work extended across all relevant media, namely television, outdoors, the internet and at venue.