MAD STARS to allow local language entries starting in 2027

The MAD STARS festival has announced that starting in 2027, it will introduce a new Diversity Insight Track to allow entries to be submitted in the original language of their market of origin. This initiative aims to move beyond the current standard where English serves as the de facto common language for international creative awards. By allowing local languages, the festival seeks to better preserve the cultural context and creativity of diverse markets.

To support this transition, the festival will utilize AI-powered multilingual technology to reduce language barriers. The organizers described the move as an effort to tap into the “creative long tail” of niche advertising markets, bringing previously less visible regional insights and cultural truths to a global platform.

In related festival activity, the 2026 MAD STARS event in Busan featured a discussion with the Executive Jury. Global creative leaders highlighted standout campaigns that successfully translated local cultural insights into universal human connections, emphasizing that impactful work should solve tangible problems rather than merely seeking attention.