Front row, center right: ADFEST Founder & Chairman Mr. Vinit Suraphongchai
Front row, center left: Mr. Akira Kagami, Executive Advisor, Drill Co., Ltd.

A Creative Dialogue with the Chairman

In March 2025, LENS officially participated in ADFEST 2025, one of the most prominent advertising festivals in the Asia-Pacific region, held in Pattaya, Thailand. As first-time participants, we were honored with the opportunity to meet Vinit Suraphongchai, Founder & Chairman of ADFEST—a rare and valuable moment that came with a warm welcome from the organizers themselves.

During our conversation with Mr. Suraphongchai, he posed a deceptively simple question: “Why is Monday called Monday?” This childlike curiosity—a willingness to question the obvious—struck us as a powerful reminder of the true origin of creativity. What creative work truly demands is not merely solving the problem at hand, but uncovering the deeper questions behind it. Even in the seemingly mundane aspects of our everyday lives, there are hidden perspectives waiting to be explored.

The real challenge now lies in how we translate the insights gained at ADFEST into our day-to-day projects and client work. At LENS, we believe that the true value of creativity lies in shedding light on the invisible questions between advertising and society, between brands and people. That’s why we remain committed to collaborative, co-creative approaches that go beyond conventional thinking.

We’ll continue to re-examine the ordinary, question the norms, and redefine the relationships that shape our world. In doing so, we believe we can uncover the “real opportunities” that lead to sustainable brand growth.

We look forward to what lies ahead—and invite you to be part of the journey with LENS.