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在编这个稿子的时候,无意中编者发现有相当多数量的亚洲作品被选入,然而这并非是有意的安排。这不经意间的巧合,却让我们发现亚洲创意作品在戛纳广告节上已然频频摘金夺银。泰国、新加坡、马来西亚等东南亚国家早已担当起亚洲创意先锋的角色,摧城拔寨。为亚洲创意欢呼喝彩之余,反观中国广告作品,则是继续在入围圈中徘徊不前。或许,这无意间对近邻创意作品的了解和分析可以成为中国广告创意的参照系。但无论如何,学习和分享国际大奖对提升我们的视野都是很有意义的。纵观国内本土广告公司,郑大明和邹晖所率领的英扬传奇创意团队屡次刷新本土公司在国际奖项上的纪录。本期,我们特地邀请了英扬传奇执行创意总监郑大明分享他的戛纳心得,并对部分获奖作品进行点评。
In compiling this manuscript, unintentional editors found that a significant number of Asian works were selected, but this was not a deliberate arrangement. This inadvertent coincidence, but let us find that Asian creative works in Cannes Advertising Festival has been frequently pick gold won the silver. Southeast Asian countries such as Thailand, Singapore and Malaysia have long assumed the role of creative pioneer in Asia, and they have played a major role in the destruction of the city. Cheers for Asian creative cheer aside, the other hand, Chinese advertising works, it is continuing to stagger in the shortlisted ring. Perhaps this inadvertently understanding and analysis of the neighboring creative works can become the frame of reference for advertising in China. In any case, learning and sharing international awards makes sense to enhance our horizons. Throughout the domestic local advertising company, Zheng Daming and Zou Hui led the British Young Legendary creative team repeatedly set foot on local companies in international awards record. In this issue, we specially invited Zheng Daming, Executive Creative Director of Ying Yang, to share his experience in Cannes and comment on some of the winning entries.