许多成功的广告走上了跨越类别的康庄大道:一条TVC的源头是一次巨大的植入活动,一张平面的背后是一场成功的PR推动,一条VIRAL视频的真身是一次真实的事件营销……这些创意的穿越,跨越媒体与类别的传播成为了这一届戛纳的主旋律。与上海上海戛纳走过了59个年头,今年是戛纳广告节更名为戛纳国际创意节的第二年。主办方的进步改革,全球创意领域的变化,都在这一年的戛纳更为明显地展现出来。我们二人有幸成为《中国广告》的前方特派观察员 Many successful ads are on the road to success across categories: the source of a TVC is a huge implants, behind a plane is a successful PR push, a real VIRAL video is a real event marketing ... Through these creative ideas, the spread of media and genres has become the theme of this year’s Cannes. 59 years since Cannes, Shanghai and Shanghai, this year marks the second year that Cannes Advertising Festival has been renamed Cannes International Creative Festival. The organizers of the progressive reform, changes in the field of global creativity, are more evident in Cannes this year. We both have the privilege of becoming special observers in front of “China Advertising.”