The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show Creative Use of Data Jury

Adams Fan

Chief Creative Officer



Adams Fan named his agency F5, the button at the PC keyboard that represents refresh. He sees the coming demise of the traditional advertising model and a new way to be established by someone who is brave enough to transform the old formula.

Adams’ foresight paid off with recognition in China and Asia Pacific. Currently, F5 is the only agency that collaborates with China’s three internet giants, Alibaba, Tencent and Baidu, simultaneously. Jack Ma and Robin Li, both founders of Alibaba and Baidu respectively gave the two thumbs up for work done by F5. These projects gained recognition in the international arena, with awards from Cannes Lions, The One Show, Spikes Asia and Busan Advertising Festival.

Adams believes that content marketing is on the decline while experiential marketing rises. Technology is an effective way to make unforgettable experiences for the young generation. He established a new model for F5 where the technologist, planner and creative work together to solve business problems.

Adams is also a keynote speaker, having spoken at the Cannes Lions 2019 and Adfest 2018.




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