制作面积达332平方米的“朝日啤酒”霓虹灯广告,于4月25日在北京西单服装楼顶(西单商场对面)亮灯。该广告设计制作又于8月获第五届全国优秀广告作品展霓虹灯类铜奖。“朝日啤酒”霓虹灯广告获奖固然可贺,然而该广告的背后许多鲜为人知的过程,却是从更深层面上体现了国有广告公司的一种改革思路。今年3月下旬,上海市广告装潢公司国际部与外商洽谈了一项金额近五百万元要在北京地区制作发布“朝日啤酒”霓虹灯的代理业务。客户对 A neon advert of “Asahi Beer” with an area of ​​332 square meters was produced. It was turned on April 25th at the top of the Xidan clothing store in Beijing (opposite Xidan Shopping Mall). The advertising design and production was awarded the neon bronze medal for the 5th National Excellent Advertising Exhibition in August. The award-winning advertising of Asahi Beer’s neon signs is certainly commendable. However, many of the behind-the-scenes processes of this advertisement are a deeper reflection of the reform of state-owned advertising companies. In late March this year, the International Department of Shanghai Advertising and Decoration Co., Ltd. and foreign companies negotiated an agency business with an amount of nearly five million yuan to produce and publish the “Asahi Beer” neon light in the Beijing area. Customer