戛纳创意节中国日再次回归，汉语自然也成了这次语言嘈杂的活动的一部分。打造中国日活动不仅仅只是为了中国人，更是要让那些没有中国背景的人更好地了解中国在全球广告行业的巨大飞跃。
The reintroduction of China Day added a heavy dose of mandarin to the collage of languages tossed around at the Palias. China Day was created not only to target Chinese but also to enlighten those without a China background about the country’s great leap into the global advertising industry.
中国科技巨头齐聚中国日，腾讯广告与全球品牌主席刘胜义做了开场演讲，主要围绕中国市场给外人带来的“欣喜和挫折”展开。一方面，“自中国对外开放以来，没有任何一个国家能像中国这么具有诱惑力”，但事实证明，中国也成了外国人最难攻破的一个市场。他给那些已经跟中国有往来或者有计划进军中国的外国人提出了三点建议，简称为ABC，A即AI（人工智能），B即大数据，C即云计算。
The heavy presence of China’s tech giants was an undeniable feature of the day, with the opening comments fittingly give by the Chairman of Tencent Advertising SY Lau. He framed his remarks around the “fascination and frustrations” of China’s market for outsiders. On one level Lau posits, “no country has been as alluring as China since it opened up”. At the same time it has proven to be one of the most difficult markets for foreigners to crack. He offered three suggestions for foreigners interacting or planning to get into China, framing them as the ABC’s. A for AI; B for big data; and C for cloud computing.
这样的建议从腾讯广告与全球品牌主席嘴里说出来很有道理，同时也给中国日定下了清晰的基调：中国将会引领科技进步。戛纳狮子奖项类别的设置越来越注重融入科技公司的相关主题，但是同时也还一如既往专注广告行业的创意和技巧。中国科技公司的主导地位，在一定程度上也反映出了中国广告行业的弱势 – 缺乏“单纯的”创意、原创性和技艺。
The suggestions made sense coming from the Chairman of Tencent advertising and at the same time set a clear tone for the direction of China Day: technological advancements is where China will lead. Cannes Lions is increasingly integrating tech companies and topics into the award categories and talks but the festival is also about celebrating creativity and craft in the original definition of these terms. China’s dominance in the fields of technology in some way highlight a weakness in China’s advertising industry, a lack of development in ‘pure’ creativity, originality, and craft.
Lang Lang in conversation with Universal Music
但是，实际上这样的论调未免有些草率，因为实际上中国日的多数参与者都不是来自于科技产业。中国钢琴演奏家郎朗也出席了此次活动。郎朗少年时期就表现出了卓越的音乐才华，少年成名，而他的诚恳态度和坦率幽默也拉近了他和观众的距离，似乎已经超越了文化障碍。音乐是世界通用的语言，郎朗在舞台上展现出神奇的魅力，远远超过了任何文化和语言所能达到的效果。
This judgement may be too early to brandish on China, however. The most well attended China talk of the day ironically was the least technology centered one, which featured world renown Chinese pianist Lang Lang. Rising to fame at a very young age for his remarkable musical talents, his raw honesty and candid humor simultaneously contributed to the ease in which he connected with the audience and seemly transcend cultural barriers. As music is often described as the universal language, Lang Lang has a magic charm on stage that feels remarkably beyond any culture or language.
除了郎朗带来的精彩对话，中国日的主要话题是中国公司如何把技术发展融入到市场营销和广告中来。蓝色光标和华扬联众两家中国广告公司讲述了如何在全球舞台上立足，另外，百度、华为、腾讯、阿里等中国科技巨头纷纷做了演讲。
Apart from this endearing conversation with the world renown pianist, the rest of China Day was focused on how Chinese companies are weaving technological advancements into marketing and advertising. Talks featured two Chinese advertising agencies, Blue Focus and Hylink, that are testing their strength on the global stage, along with talks from the familiar Chinese tech giants: Baidu, Huawei, Tencent, and Alibaba.
China Day evening party hosted by Blue Focus
实际上，人们无须回避中国的科技发展，相反，科技创新本身就是一种创造力。中国的发展非常注重速度，能快速接纳并改进世界上最流行的科技，在移动领域尤为突出，这样的发展步伐无疑值得世界的关注。中国已然成为世界最大移动市场，也是最具有活力的数字经济体，刘胜义如是说。
China’s technological developments are nothing to shirk at, indeed, technological innovation is its own form of creativity. In a country where speed is an element highly emphasized in its development process, the sheer speed at which China has adapted and improved the world’s most popular technologies, and particularly in the realm of mobile, is certainly worth the world’s attention. China is already the world’s largest mobile market and most dynamic digital economy, according to Tencent’s Lau.
中国日当晚的颁奖典礼专注数字、移动、创新、网络等类别，来自深圳的腾讯QQ赢得了网络类别“社交数据的分析和使用”金奖。这一技术是为了解决失踪儿童的相关问题，采用人脸识别技术预测数年前失踪的儿童的现在样貌，能更好地帮助人们找到失踪儿童。这项技术已经让175个家庭得以团聚。这样的技术和分析正是营销和广告行业的一个热门领域。无疑，这将是中国率先施展拳脚，晋升行业领袖的一片沃土。
The evening award show on China Day was fittingly targeting the categories of Digital, Mobile, Innovation, and Cyber, where Tencent QQ, Shenzhen won the gold in the cyber category under the ‘use of social data and insight’. The winning campaign targeted the social concern of lost children by using a face recognition technology which can predict how a child lost years ago might look, making it easier to identify lost children. The technology aided the reunion of over 175 families. It is these sorts of technologies and insights that are now one prevalent side of the marketing and advertising industry. No doubt this is the area where China will first flex its muscles as an industry leader.
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
