October 2008 Archives

大家好，经历了两次颁奖的场面，期间有很多令人感动的场面。。。
期间也有一些遗憾，比如说。。。我们居然是饿着肚子在领奖（我的错），也没有酒来庆祝（酒店的错）。。。
这次不一样了，林老板在我们的创意同事领回这么多奖杯之后，宣布，今晚要好好地饱餐一顿，开瓶庆祝。Yeh！
根据已经在合肥活动了差不多一整个星期的同事Eva和JP的介绍，我们驱车前往了一处名字就叫农家乐的地方。
本以为，那会是个不起眼的，打着车找不到，看上去很农村的饭馆。。。
那想到，人家那个招牌那个大丫。经济区里啥都没有，就有这么一个'农家乐'鹤立鸡群地，独占鳌头，你想错过都困难（请大家原谅我，如果，我的成语用得有点那什么过了的话）。可惜，就是咱们兴奋地忘了拍照。。。好让大家见识下。。。

也不知是饿得发慌，还是兴奋无比，总之，在上菜之前，我们各自先品了一下那个沉甸甸的艾菲金奖，总的来说，它。。。很。。。硬。。。

 

 

 

 

废话不多说了。。。总之饭庄内生意兴隆，我们一干人等刷刷刷点了菜（貌似要把前几天的全给补上），咱们就来看看这菜色吧。。。

 

 

 

 

 

 

 

 

老板说：
'无酒不欢那。。。'
老板又说：'小姐，上白酒。。。'
最后说：'拿杯子来'
。。。
小姐：'对不起，我们这里都是用碗喝的。。。
'瓦，even better，拿五个碗来。。。'
'干。。。'

 

 

 

 

 

集体照（酒后。。。）

老板还是很体贴我们的，加菜加热汤还有酒。。。

 

酒过三巡，期间我们的开心果，EVA小姐的绵绵不断的酒力，让我们很是佩服；同时也不知是因为酒精的原因，还是活泼搞怪的天性，Eva为我们制造了好多乐趣。
祝你一路开开心心，随心所遇：）

继之前的中国2008艾菲颁奖之夜，小女子又冒出来了，要再涂上几笔。

再接再厉。。。一鼓作气。。。跟大家再分享一下23日晚上的第十五界中国广告长城奖的颁奖大典吧。嗯，我尽量写地生动，有趣些，以响应广大读者的需求。

怎么说呢，比起昨天晚上还不显成熟的艾菲奖颁奖现场，这中国广告界历史悠久，最权威的大奖颁奖典礼，还是有点气派的。现场人来的也多，好家伙，一个圆台面接一个圆台面，少说也有40桌吧。

 

 

 

 

呵呵，来先看看其中很是重要的一座，哈

长城奖大家基本上都知道得了什么奖，所以，现场干脆就是按照得奖的类别来让大家就座的。这样，回头工作人员请大家候场的时候，倒是很方便了呢。
嘿黑，比起艾菲奖，这次长城咱们DDB也算是赚得不少，4个银奖，2个铜奖。做为DDB一员，感觉很是骄傲。
开场还很激昂，特别请三个靓女出场，猛击鼓。（之前，我亲眼看到有工作人员把整瓶的矿泉水到在鼓上），这才有水花四溅，波澜壮阔之举丫。小姑娘蛮辛苦的。

整个颁奖典礼当中最特别的当属连接不同环节的一个小片花。一开始没有注意到，后来才知道，是事先根据主题，用细沙作的画来的。你别说，真是非常的特别。（就是当中那个看上去像一台电脑外加两只手的画面）。之后，还会变成，龙丫，长城丫，奖杯丫，等等各类主题物件。






之后，就是隆重的颁奖时刻了。我们获得的奖项一一揭晓。
首先就是Jesse老大再次出场，登台领取'中国广告节媒体策划奖－银奖'麦当劳的音响篇（这里要镇重地指出，本项奖项金奖空出哟）。所以，咱们这个银奖就更是来之不易哟。

接下来我们等了很长的时间，等待创意长城奖的揭晓。。。同样等待的时间总是比较长。。。
期间，颁发了一些其他奖项，比如（做为连续三年的合作方，腾讯当仁不让地成为了中国长城奖最佳合作伙伴）

还有就是做为中国广告节的赞助商，惠普也得了一个大奖

好了，好了，还是言归正传，看看，我们的获奖者

 

 

 

 

 

大家鼓掌，说Yeh！接着鼓掌。。。鼓掌。。。鼓掌。。。

好了。。。我是DDB特派记者Lynn Wan，本次来自中国广告节的现场报道，就到此为止，谢谢大家的收看！
精彩图画花絮，请留意明天的节目。
再次感谢！

 做为翻译和媒体联络身份得以去的合肥，参加广告节，有幸参加了两个中国广告界颇具重量的奖项颁奖活动，倍感喜悦呀。。。^_^ (就算是吃点苦头也愿意阿。。。）

这不，到达的第一天，白天到处转悠一下，晚上就去参加了2008年中国艾菲奖颁奖活动。

特别是我在去之前跟工作人员联系确认时间安排问题，意外得知我们的麦当劳居然获得了一个金奖。。。那个欣喜，那个若狂哟。。。咳咳，当然，我还是比较克制，很冷静地告诉了大老板，请他准备可能的领奖感言，并且告知他还被邀请做为颁奖嘉宾（不过，后来才意识到，他颁奖还比较麻烦，因为所有的结果都是中文写的，还好现场不止他一个外国人，这是后话了，当然）

挺早的就到了现场，确认了我们获得的奖（可不想让老板空欢喜哟），就用矿水占了座位。

期间，大家都是零零散散地进来。虽然说的是7点半开始，可是到7点20分，现场还是稀稀拉拉的。。。不知道是大家对此不够重视，还是这迟到的坏习惯到哪儿都不能免。。。

反正，领导们也来了，就是不知道在等谁。当然，后来的现场表现可能说明了一部分原因。

总之，在一阵期待中，终于迎来了主持人登上舞台，宣布颁奖活动开始。

接着，就是他，她，他上台讲话。

然后开始颁奖。

我开始，等阿等，等阿等。。。

可是，主持人还邀请评委上台点评获奖作品，还邀请获奖嘉宾发言。。。就这样。。。我还是等阿等。。。

更要命的是，因为我的严重misheard，居然以为颁奖结束后，会管饭吃，因此，包括老板们在内，还有Billy都被我一律'骗进'。大家就这样饥肠辘辘地等待着我们的第一个艾菲金奖。

'获得2008中国艾菲奖服务类金奖的是。。。' 

对拉，就是我们的麦当劳奥运助威团。。。当当当。。。
Jesse上去了。。。经典的领奖感言：'...(i only want to say that) we believe integration is THE communication solutions (at all time)...'

 

 

 

 

 可惜，本来大老板要开香槟庆祝，但是，限于合肥的条件，我没有能够找到。。。

先让大家看看张集体荣誉照

 

 

 

 

 

 

 

 

 

还有我，呵呵，近距离接触

 

 

 

 

 

 

 

我的晚餐（外加一份意面）

 

 

更惨的是，在结束了艾菲颁奖活动之后，我们居然找不到一个吃饭的地方。结果，包括大老板在内的我们DDB一行，在酒店的食堂，点了room service。点单的时候还被告知：11点之后，只有5项食物选择：意面，总汇三明治，小馄饨，虾仁汤面，炒饭（售完，因为生意太好。。。）

在大老板动脑筋之后，我们总算还有了酒，可以用来庆祝

 

 

 

 

 

 

 

然后，就是回屋睡觉。

Our trophy shelf is looking nice and shiny, nice and full. Last week was a fantastic week! At the 2008 China International Advertising Festival we were awarded the following prizes:

"Great Wall" Award: 3 Silvers and 2 Bronze!

3 Silvers:

   1. Gatorade - counting (TV-beverage)
   2. Gatorade - counting (TV-corporation image)
   3. Gatorade - washing basins campaign (Poster)

2 Bronze:

   1. Gatorade - waterman (Print)
   2. Yahoo - fisherman (Print)

And that's not all! We also won a GOLD at the China Effies for our McDonald's Cheer for China Campaign, and a SILVER for DDB Guoan's (Beijing) Kappa Sports Campaign! Congratulations to everyone!

Rapp, part of DDB China Group, has been awarded a Silver at the MAA Globes for its "Virgin Atlantic 8th Birthday in China Travel Agent Incentive." The ceremony took place in Toronto, Canada yesterday, Monday 20th October. The MAA Globes recognize the best promotion marketing award programs from around the globe. Rapp was the only agency from China to win an award.

"We're delighted and honored that our campaign for Virgin Atlantic has been recognized at the MAA Globes. It demonstrates how far Rapp in China has come over the last couple of years. The real beauty of this campaign was its cost effectiveness and measurable results - two fundamental requirements for our clients in today's economic environment," said David King, Managing Director of Rapp China.

"Rapp's campaign for Virgin Atlantic perfectly reflects their focus on "customer obsession" and on delivering the most effective and innovative solutions for clients," said Dick van Motman, CEO & President of DDB China Group

A summary of the campaign:

Virgin Atlantic was facing aggressive pricing from its two competitors, China Eastern and British Airways, on the Shanghai to London route. But Virgin maintained its key advantage of being the only airline to fly the route daily. For Virgin's 8th birthday in China, Rapp developed a strategy to publicize the event and drive ticket sales on a small budget. Knowing that 75% of Virgin Atlantic sales of daily flights from Shanghai to London were generated by just 30 travel agents in China, Rapp hatched the idea of turning travel agents into Virgin Atlantic advocates. Using Virgin's 8th birthday as the rationale, agents were offered a guaranteed birthday present reward for EVERY ticket sold. Participation was simple; for every flight sold, the agent could play an online "8" scratch card game to win a guaranteed prize,  such as luggage straps, baseball caps, t-shirts, and even return tickets to London, every time they played!

The top advocate travel agents were also invited to meet Richard Branson at a glamorous party in Shanghai, organized by Rapp. Over 4 million RMB worth of tickets were sold in just eight days-- 32% more than the target set by the client. The incremental return on marketing investment was 11:1.

About Rapp:

Ranked the #1 Global Direct Marketing Network (2007), the #1 Direct Marketing Agency in the US in (2004 - 2006) and the #3 Digital Marketing Agency in the US (2007) by Advertising Age, Rapp (www.rapp.com) is one of the world's largest direct marketing networks with roughly 50 offices in more than 40 countries, delivering over 40 years' experience in customer acquisition, retention and optimization to its clients.

In China, Rapp services a growing number of clients including Virgin Atlantic, Philips, Friesland Foods, Avis and IHG.

It is such an exciting day today. I took the earliest flight to Hefei (well, can't blame Hefei, there are only two flights travelling in-between.), was aiming to have some sleep on the plane. But, it only took one hour from Shanghai to Hefei. So, didn't really catch up the sleep.

The city itself doesn't look interesting to me. But, I have to say, the traffic, the ambience, and the air are better than the bustling city like Shanghai. Well, let's get back to the topic of the China Advertising Festival here in the city.

Few picture for your reference. This is in the media exhibition area. I heard there is a saying: you got crazy inside and you got dumb outside. A good explanation shows how loud in that media environment.

Picture for you.

And CCTV has of course taken the most of the attention. (there is a familiar figure...man in black...xixi...)

Compared to the international festival, Chinese Ad festival has its own special features. First of all, it is very comprehensive. In other words, Chinese Ad Festival is not the one for ads creativity, also it involves lots of diversified industries, the vendors and media. Therefore, its scale is larger but the content is a bit broader rather than focused.

Forum has its depth and more VIP from overseas. However, the quality of this year's forums has improved a lot. CAA has managed to invite some good and sophisticated professionals and practices to share and exchange their thoughts and case studies with Chinese peers.

   1.     Go to the essence of the product.  State the product's essence in the simplest terms of its basic advantage.  And state this both tangibly and memorably.

   2.     Where possible, make your product an actor in the scene; not just a prop.  This makes for a tremendously effective method of getting your product remembered.  Because the provocative element in your advertising is also the element that sells your product.  This is so simply stated, so difficult to execute.

3.     Art and copy must be fully integrated.  They must be conceived as a unit, developed as a unit.

4.     Advertising must have vitality.  This exuberance is sometimes called "personality".  When advertising has a personality, it is persuasively different; and it is the one because of the other.  You must fight to get "bounce" in your advertising.

5.     It is little less than useless to employ a so-called gimmick in advertising ---- unless the gimmick itself tells the product story.

6.     Tell the truth.  First, it's a great gimmick.  Second, you go to heaven.  Third, it moves merchandise because people will trust you.

7.     Be relevant.  A wonderfully creative execution will get the big "So what" if it isn't meaningful to their life, family, business etc.  And always opt for an ad that's relevant over one that's exciting and irrelevant.

8.     Be simple.  Not simpleminded, but single minded.  Who has the time or the desire to listen to advertising?

9.     Safe ideas can kill you.  If it's been done before, your competition will be ready for it.  Your only chance of beating the competition is with advertising they've never seen before.  Which means you've never seen it before either!  Be brave.

10.  Stand out.  If your advertising goes unnoticed, everything has been wasted.

 The world has changed dramatically since Bill Bernbach wrote these principles.  But his advice is timeless.

 

 

"To reach, to touch, so in the end, the creative work that we do is always fresh and  able to create impact and results" says Barry of his creative mission in life! He's joined us as Senior Creative Director in Shanghai. After Graduating from the Art and Design College of Malaysian Institute of Art in Kuala Lumpur; Barry started his career in Auckland New Zealand, from Graphic Designer in a small Design Firm and worked his way up. Spanning a total of 20 years working experienced, but he still has his boyish good looks. His work has earned him numerous accolades of awards... HK kam fan, New York Festival, Ad Fest, DMAM, Kancils, Fab London and Asia Media.

DDB中国的创意部就迎来了一位重量级的创意新生力，来自马来西亚的Barry Low（刘志发），担任DDB中国资深创意总监。 毕业于马来西亚艺术学院，美术和设计专业的Barry，却是在奥克兰（新西兰）开始了他的广告生涯。从进入一家小规模的设计工作室担任图形设计师开始，Barry在广告这个行业中一干就是20年。

在 过去20年间，Barry也用自己的优异的成绩证明了自己的实力，他获得过的奖项包括，香港Kam Fan，纽约广告节，Ad Fest，DMAM，Kancils, Fab London and Asia Media等等. 他曾经服务的广告公司包括奥美、Ogilvy One，精信、Wunderman。加入DDB中国之前，Barry任职于Leo Burnett-Arc上海。为客户创立品牌形象，完成极有洞察力和创造性的工作，客户包括，花旗银行、IBM、柯达、美国运通、韩国航空、索爱、福特、 雀巢、家乐福、麦当劳等等。

'Barry涉略的广告领域包括ATL, On Line和BTL，是一位难得的全方位广告人才。对于他的加入，我们感到非常高兴并相信他的才能将为我们贡献更强的创意能量。'DDB中国创意执行官狄运昌先生评价到。