ADFEST has chosen its theme for ADFEST 2026. Human+ not only empowers us but is a stark reminder to keep humanity and its values at our core.

At a time of accelerating change, it’s easy for the focus to land on technology, platforms and complex systems. Human+ is founded on the conviction that true, enduring value lies not only in these tools, but in how they empower people. It is crucial that fundamental human qualities lead – creativity, curiosity, culture, empathy, resilience and compassion. The industry must employ a people-first approach, where humanity is at the very core of everything it does do.

The + stands for the powerful forces that can elevate humanity, a framework for expanding human capacity, meaning and impact. Creativity, though, ensures that as the world evolves, humanity remains at the epicentre of progress. 

Rob Sherlock, chair of the ADFEST Collective Advisory Board, commented, “Human+ is more than existing next to AI. It is intentionally making the human element the absolute centre of everything. The true power of Human+ is its demand for a paradigm shift. We must move beyond simply ‘being human’ in the age of algorithms and instead insist that the full spectrum of our humanity -our ethics, our empathy, our imagination -is the indispensable core that defines, drives, and governs the technology we create.”

Vinit Suraphongchai, chairman of ADFEST, added, “The Human+ theme perfectly encapsulates the spirit of ADFEST. At its heart, ADFEST has always been about people. It’s about celebrating the human connections, human insights, and human creativity that drive our industry. Even as we embrace the future of AI, ADFEST remains the essential place where our community comes together, because genuine inspiration and collaboration only happen when humans are at the centre.”

ADFEST 2026 will be held Thursday 19 – Saturday 21 March 2026 at the Royal Cliff Hotels Group in Pattaya, Thailand.

The beacon of Asian branded marketing communications creativity, ADFEST is the region’s annual celebration of commercial culture. It offers a superlative combination of learning, inspiration, and networking. No other regional event provides such a rich mix of industry forums, breakout sessions, cultural connectivity, and multi-event awards. ADFEST is the place for the industry to meet and be inspired.

ADFEST is a not-for profit entity that believes passionately in its role to nurture and support the creative industry in the Asia Pacific and MENA region. It is 1 of only 7 regional creative festivals included in the WARC Creative 100 Rankings, 1 of 12 awards included in the Campaign Brief Asia Rankings, and 1 of 22 awards included in The Drum World Creative Rankings.

ADFEST 2026 will be open for program proposal submissions and call for entries very soon.