中国广告界幼狮摘金｜China’s Young Lions Take Gold
今年有6只来自大中华地区的广告队伍加入了幼狮奖的争夺行列中。其中来自上海智威汤逊的队伍（Anna Yang和赵娴，文案）成功在设计奖项中夺得金牌。来自BBDO香港的队伍在平面奖项中获得银牌。
Anna Yang与赵娴在颁奖现场｜Anna Yang and Hsien Chao at the announcement of Young Lions
This year, six teams from Greater China participated in the Young Lions competition, with a team from JWT Shanghai (Hsien Chao and Anna M Yang, both copywriters) winning Gold in Design, and a team from BBDO Hong Kong winning Silver in Print.
Anna Yang与赵娴在颁奖现场｜Anna Yang and Hsien Chao at the announcement of Young Lions
戛纳创意节主席宣布2017年将举办“中国日”｜Cannes Chairman announces China Day at Cannes 2017
戛纳酷热的下午，在格兰德酒店前的草坪上，广告门邀请来自中国广告界的同僚、评委们参加了一场有关本届戛纳中国参与情况的讨论。
Adquan’s Chinese gathering on the lawn in front of the Grand Hotel was the stage for a sweltering afternoon of discussion, regrouping and team building.
戛纳创意节主席Terry Savage加入了本次的讨论。他透露明年2017年戛纳创意节将包括一个“中国日”的活动，并且主办方在考虑搭建一个中国新技术展示平台。因此他鼓励来自中国的代表们立刻开始着手准备：“能在戛纳展示来自中国的东西，这样的机会难得。”如果任何人或公司有兴趣与戛纳创意节合作的话可以直接发邮件联系：terrys@canneslions.com
Lions Chairman Terry Savage, dropped in midway through to unveil news that Cannes 2017 will include a ‘China Day’ and that a China tech pavilion is under consideration. With that in mind, he urged the delegation to start thinking ahead, “It’s a great opportunity in the next 12 months… to look forward to using Cannes as a showcase”, and that anyone interested in cooperating should get in touch directly (terrys@canneslions.com)
Savage透露今年的戛纳创意节是有史以来规模最大的。有超过43000份作品提交给组委会，而其中来自大陆地区的有1200件作品，这个数字也是中国大陆历史上的最高。
尽管如此，来自中国的代表数量却在减少。2015年时这个数字是350人，而今年却只有200人——这个数字对于来到戛纳的15400名代表来说微不足道。Savage简短的发言或许能够打动在场的所有中国代表，他们急切的希望看到中国广告业能够在世界的舞台上闪耀，却又找不到一个行之有效的解决途径。
Savage explained that this year’s festival is the biggest ever by all accounts, receiving 43,000 award submissions including 1200 from Mainland China, an all time record for the country.
However, Chinese delegates appear to have decreased in number, from 330 in 2015 to 200 this time around, and again making up a tiny fraction of the total 15,400 festival delegates. Savage’s brief address seemed designed to steel the resolve of a depleted group eager to see China’s industry shine on the world stage but stuck for answers of how best to get there.
戛纳创意节主席Terry Savage｜Terry Savage, Chairman, Cannes Lion
Savage同时强调了中国广告充满了希望。这个世界的重心正在向东方转移：“5年前大部分来自中国的作品都非常无聊，但现在这个局面已经改变了。西方广告界对中国的创新技术十分感兴趣，当然还包括不同的媒体平台，移动市场。人们的观点已经从“中国在抄袭我们”转变为“我们抄一下中国吧”。这样的转变正是你们未来几年应该善加利用的。”
He emphasized that China had much to be positive about. Firstly, the world is looking eastward, “Five years ago, there wasn’t a lot of interest in the content from China, but there’s been a very big switch. They’re interested in your innovation, your technology, your social media platforms, your mobile. It’s no longer people talking about China copying from us, now they’re saying ‘let us copy from China’. That’s the sort of mind shift that you can exploit over the coming years.”
Savage将中国少的可怜的获奖数量比作一个坎，但他坚信这个数字近期内会持续增长：“中国在过去几年的表现相当出色，今年却显得安静许多——尤其是你们现在已经是一个面向消费者的经济市场。不过中国将会成为一个强有力的创意工厂，这是毫无疑问的。你们只需要对此有信心并且坚持不懈，就一定可以做到。”
He played down China’s slim Lions pickings as a bump in an otherwise extremely promising ascent in recent times, “China’s performed here exceptionally over the last couple of years. It’s been a quieter year this year in terms of Lions won but, especially now that you are consumer-facing in terms of your economic development program, China is going to be a creative powerhouse. In my mind there is no question about that whatsoever. You just have to have the confidence to do it, go for it and you will achieve it.”
要成为一个创意集中地的第一步很简单，他说：“你想要做最好的作品，你首先要知道世界上最好的作品是什么样的。去电影宫看看那些作品，看看他们给你带来怎样的启发，也就能明白一个真正的好作品和那些普通的作品的差别在哪里了。
The first step, he said, is simple, “If you want to make the world’s best work, you must know what the world’s best work looks like… go into the Palais, see the work, get inspired and understand the difference between great work and work that isn’t great.”
中国评审分享评审体验｜China’s Jurors Share Insights
来自中国地区广告公司的评审们：沈翔（杰尔鹏泰大中华区首席创意官），刘阳（利欧数字副总裁）和陈耀福（上海智威汤逊北亚区首席创意官兼中国区主席），他们加入了广告门此次举办的活动并给大家带来了一些评审过程中的故事。SHP+借机向这些评审们了解了为何中国广告公司在戛纳获奖如此之少。以下是他们的精选回答。
The jury members from China-based agencies, Peter Shen (CCO Greater China, Cheil PengTai), Amber Liu (VP, LEO Digital Network) and Norman Tan (North Asia CCO & China Chairman, JWT Shanghai) joined the event to share their reflections on the judging process. SHP+ asked the jurors for their thoughts on why China based agencies are picking up so few awards. Below is a selection of their insights.
- 我们发展太快了，很难有时间冷静去考虑问题。第一眼看上去眼花缭乱，但仔细想一想着跟品牌的联系到底是什么，或者说这个新技术有没有真的运用到这个合适的领域。我们应该静下心来做东西，把眼花缭乱的东西先放一放。形成有价值的东西。
——刘阳，利欧数字副总裁，移动狮子奖评审
- We are developing so fast that we don’t have enough time to contemplate. The dazzling works and new tech may seem impressive…but what is the connection between that and the brand? Were these new technologies placed in the correct place? We need to knuckle down, put the dazzle aside and make some truly valuable work.
– Amber Liu, VP, LEO Digital Network: Mobile Lions
利欧数字副总裁刘阳与劳博，广告门创始人兼CEO｜Amber Liu, VP, Leo Digital and Lao Bo, founder and CEO of Adquan
- 优秀作品还是来自客户的品味。中国市场环境压力太大，要帮客户build实际生意，所以大家会采用比较快速的方法来应对，所以作品创意深度相对较浅。
- 有的中国广告奖项更注重实效性——社交功能是比较多。而戛纳对于实效性并不在意。
- 我们送出来的作品都是黑漆漆的作品，要不就是出车祸，要不就是大龄剩女，小孩拐卖……
——沈翔，杰尔鹏泰大中华区首席创意官，直销狮子奖评审
利欧数字副总裁刘阳与李三水，W公司创意总监｜Amber Liu, VP, Leo Digital and Li Sanshui, Creative Director of W
- The taste of the client is central in the creation of the work [in China]. The pressure is huge. We have to help our clients to build their business. Most will choose a direct and quick way to do this, which results in a lower level of creativity.
- Some Chinese awards are more focused on effectiveness – more of a socially-focused, socially-functional thing – whereas Cannes doesn’t take effectiveness into consideration.
- The work [China] sent to Cannes is all really dark – either it’s car accidents, leftover women, or missing children.
– Peter Shen, CCO Greater China, Cheil PengTai: Direct Lions
沈翔，杰尔鹏泰大中华区首席创意官｜Peter Shen, CCO Greater China, Cheil PengTai
（中国作品）第一就是不够好。看那十个金奖作品，中国作品有没有他们的好。这种奖项（评审）看的是一个比较新鲜的角度，一定要有洞察。没有洞察就感动不了人，执行再好也没用。我们在想一直想怎么去超越老外，他们做什么我们也做什么，那一定还有后面的。只能是老外觉得这个东西我们做不到，没有办法做到，我们才有机会。
这是一个为创意人设立的盛宴，中国的移动端和数字端非常发达，也非常受欢迎，但这并不代表着这方面的创意一定很好……这些广告都是为本土市场做的，只有在中国的大环境下才有意义。我们做广告的时候从来不会想去戛纳拿奖。
我们可以获奖的，但是有难度。语言关首先就是一个问题。我们需要的是一两个能够在国际市场吸引注意力的大广告活动。
评审评审差异很大，甚至在金银铜全场大奖的时候是非常激烈的，有些时候我们发现现场十六七个评委里面有四个评审主席。评审很多时候是为了严格而严格的。一开始特别严厉，到后来觉得不够金银的时候就开始推了。第一轮被评出银的话应该是很好，变成金没有太大疑问。
——陈耀福，智威汤逊上海北亚区首席创意官兼中国区主席
陈耀福，智威汤逊上海北亚区首席创意官兼中国区主席｜Norman Tan, North Asia CCO & China Chairman, JWT Shanghai Print Jury
[Chinese submissions] are not good enough (in Print lions category). Looking at the award winning entries and seeing how different they are from the Chinese ones. What the juries are looking for is a fresh new angle and a certain insight. Without an insight, you cannot move people and it doesn’t matter how well you executed the idea. We’ve been trying to surpass the foreign industry by following what’s hot and what they do, but they always have better things to offer. The only solution to this is that we make something that other countries would feel “Wow, I can’t make something like that” and that’s when we have a shot.
This is a show for the creative people. Chinese mobile and digital is very advanced and popular among the population but not necessarily the most creative… it is done for the local market, it is more meaningful for China. You never think about Cannes.
We will win, but still have some barriers. Language can be an issue. What we really need is a few big campaigns that are popular globally.
The opinions among jurors varies, especially when choosing the award-winning work. Sometimes I feel like there were four chairmen among our jury of 16…sometimes the jury was harsh for no reason. We judged strictly at the beginning and when there was not enough work for Gold or Silver, we went back into the shortlisted works. The difference between a Gold and Silver isn’t that big.
—Norman Tan, North Asia CCO & China Chairman, JWT Shanghai Print Jury
陈耀福，智威汤逊上海北亚区首席创意官兼中国区主席｜Norman Tan, North Asia CCO & China Chairman, JWT Shanghai Print Jury
能让人感觉到勇气的作品就是获奖作品。证明自己最聪明并不是在做广告，那只能证明你是一个聪明的创意人。但是当你做的事情是别人不敢去尝试的时候，你就赢定了。
——万伟达，李奥贝纳中国首席创意官
The work that tells the bravest stories will win. Every time you try to prove how smart you are, that’s not really advertising, that’s just proving yourself as a clever creative. But when you tell a story and take risks when others can’t, then you’re rewarded.
– Victor Manggunio, CCO, Leo Burnett China
万伟达，李奥贝纳中国首席创意官｜Victor Manggunio, CCO, Leo Burnett China
李三水，W公司创意总监｜Li Sanshui, Creative Director of W
龙杰琦，杰尔中国执行创意总监｜Jacky Long, ECD of Cheil China
毛予，全景网市场总监｜Mao Yu, CMO of Quanjing.com
其它下午发言嘉宾包括李三水（W公司创意总监），万伟达（李奥贝纳中国首席创意官），毛予（全景网市场总监）和龙杰琦（杰尔中国执行创意总监）。
Other speakers throughout the afternoon included Li Sanshui (Creative Director, W), Victor Manggunio (CCO, Leo Burnett China), Mao Yu (CMO, Quanjing.com) and Jacky Long (ECD, Cheil China).
戎马广告北京即将于7月开启在上海的办公室｜Agency Jung von Matt Beijing to open Shanghai office in July
戎马北京CEO梁军源在广告门派对上宣布该公司将于7月在上海正式设立办公室。
Jimmy Liang, CEO of Jung von Matt Beijing, revealed at the Adquan party that the company will be opening a Shanghai office in July.
6月24日周五：中国演讲者
当心，中国来了！
- 1415 – 1445 | Entertainment Forum
- 主办方：IPCN国际传媒
- 杨媛草（IPCN国际传媒CEO）
安索帕与优衣库John C Jay联合推出“创意的标识”
- 1415 – 1445 | Entertainment Forum
- 主办方：安索帕与优衣库
- John C Jay （优衣库全球创意总裁）
- 林友琴（安索帕全球CEO）
东方到西方：内容的新界限
- 1715 – 1745 | Entertainment Forum
- 主办方：腾讯
- 郑香霖 （腾讯公司副总裁）
China Presentations: Friday 24th
Watch Out! The Chinese are Coming
- 1415 – 1445 | Entertainment Forum
- Hosted by: IPCN Ltd.
- Rebecca Yuancao Yang (CEO, IPCN Ltd)
Isobar Presents ‘Icons of Creativity’ with Uniqlo’s John C Jay
- 1415 – 1500 | Lumiere Theatre
- Hosted by: Isobar and Uniqlo
- John C Jay (President of Global Creative, UNIQLO)
- Jean Lin (Global CEO, Isobar)
From East To West: New Frontiers Of Content
- 1715 – 1745 | Entertainment Forum
- Hosted by: Tencent
- Steven Chang (Corporate VP, Tencent)
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Duke乐队在Youtube海滩的额表演｜Duke at Youtube Beach
Youtube海滩｜Youtube Beach
Youtube海滩｜Youtube Beach
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
