Hong Kong Young Lotus TV Commercial

Hong Kong Young Lotus TV Commercial

Hong Kong Shooting Day

Hong Kong Shooting Day

Hong Kong Present Story Board

Hong Kong Present Story Board

To make an award-winning advertising works is not easy

To make an award-winning advertising works is not easy, a proven commercial advertising is not easy, for a successful advertising even more difficult by the approach of final exams one day to find a communication arts teachers, he suddenly said to me, or to go in a row at the adfest called the International Advertising Festival. I think the international advertising festival, but as can be seen many outstanding advertising works, it will be very interesting, agreeing down. Starting the day to a row to quickly, in Bangkok Advertising Festival office workers to watch the truck moved countless works of the boxes aside, a variety of office supplies computer what, almost the entire company gave the evacuated. I began to feel that the advertising of the oncoming force is not small. Before, in my mind, an advertising almost to the concept of a photo exhibition, is not put a lot of advertising images affixed to the wall so that we view Kanma, since the ads are what the picture is well prepared, so many computer and office equipment, and so on. Now, come to think of the idea before it is really simple. The next day, tedious preparation work has officially begun. Early in the morning we went to the Convention Center, in the muggy auditorium Lane to thousands of advertising entries affixed stickers, then the shuttle thousands of square meters of the HKCEC by certain types and sequence of all the advertisements affixed to the walls of the exhibition hall. After one day at least everyone is running more than 000 km of it. There are various labels such as production, labeling, the Conference questionnaire prepared passes, commemorative T-shirt count such things. Things seem small, multiplied by the advertising tremendous size, workload very loud. So one day we all get down from the. So organizers night seafood dinner guests to size as compensation. The third day to finish the work I started to see the collated display advertising works, the first is a feeling it is too much! (It was later learned that 5,000 entries), there are Auditorium A series of eight works, I spent almost half an hour before reading one. Auditorium corridors to link the works of the count there are at least a few kilometers. But one look at advertising is so tired, but not read all the entries, I think a trip to the White Advertising Festival. So in the evening, I see dizziness, the absolute Scott said. It was not until the night when my whole body unable to lie on the bed when learned is indeed quite high, many very interesting to see the works. For me personally about can be divided into several levels : the do not understand how the advertising; Very plain ordinary advertising, not too many new ideas; very shocking picture, but people think of a theme and what ties; people feel that knowing smile very creative, very lovely images; one can understand it, they praise such arrangements are imaginative; a perplexing start, suddenly understand this will be the creative people think this is a must too. I found good advertising images, text and products to work closely together, as with the first people will feel Photo interesting to see the Record feel that the text is finishing touch. to see products feel that the time is Delicacies. CRIC gradually arrived at the hotel, started a formal assessment process the staff has been busy tracking where they were to ensure that they will appear in their place of the. I ran back and forth to translate some advertising on the Chinese meaning and try to bring the essence of Chinese meaning to listen to the judges, so they can better understand China's advertisements convey meaning. This time, young creative business Young Lotus Workshop began. This is a very interesting activities, each city sent two young advertising people to the game, in the 48-hour period to create a positive image of a row reflects the theme of 60 seconds TVC. There will be senior advertising to some talks and proposals. There photographers throughout their activities photograph them. 48 hours, subject to know formal handover works, but are only using a mobile phone for use only, it was really very challenging. From Shanghai, China's two boys are very good advertising people, I helped to translate something, They discussed with a bit of creativity, the desire to help them. Meanwhile, I started the work, is responsible for all international media reception. Although 2:00 sponsor, the official opening could not be treated lightly. 7:30 I went to the Convention Center hall ready to the media, the information folder and wait for the arrival of the media. Because full preparations, even to the media, the procedures for registration of a little trouble, but still did not get out what is wrong. From this part of the registration, people can see the Asia Pacific Advertising Festival in the management and organization is quite good. In particular, I just Canada's World University debates back claims that the Olympic Games the biggest academic event there are more than 1,500 participants, which can be confusing time for the registration process to report back so I was really fresh. Organizations such a large activity is really not an easy matter. Each department needs every link closely with, can be wrong. Visitors may not feel that every time they visit. staff at all times in a wide variety of matters. This time, I personally participated in the work only aware of this point. All kinds of links to a spokesman for the talks, to ensure that he arrived at the venue; the jury decided to award the need to ensure that the judges were present; major media interviews to the judges, the President, he needs to arrange a time; several women journalists have been busy from morning to night every day adfestbuzz published in the daily, pictures from script to print layout of each part not simple; various numerous to mention any information on the preparations. All of the hard work of silence is to allow the entire Asia-Pacific Advertising Festival running in an orderly manner, this made me aware of teamwork and the importance of the spirit of cooperation. Because of this advertising is not yet at the Chinese translation, So I arranged End I subordinates to temporary work when a number of translation. Now, come to think of translation is a lot to be done to prepare the ground language skills and challenges of the work. What I have in foreign countries in English, even the English debate ever winning the game, no exchange is a natural, However, to achieve the two languages easily turned each other, I also need to work and do the preparatory work for the information. In an interview with the Asia Pacific Advertising Festival, Mr Guobacheng the process, I learned a lot of new things, Asia Pacific Advertising Festival's history ah. Along the way approaching ah difficult and 10 years of innovation. Founder uphold the spirit and perseverance is worthy of the later study. Interviews also had access to several excellent general judge, amazing experience, the advertising section of the views and recommendations of the advertising for some of the proposals made me feel benefited. I understand that advertising is not only an interesting idea it, advertising is a profound scholarship.

要做出一个获奖的广告作品不容易

要做出一个获奖的广告作品不容易，一个行之有效的商业广告也不容易，作一个成功的广告人就更不容易了临近期末考试的某天，碰见传播艺术系一个老师，他忽然跟我说，要不要去一个在芭堤雅举行的叫adfest的国际广告节。我想国际广告节嘛，应该可以看到很多优秀的广告作品，会很有趣的，就答应下来。
　　出发去芭堤雅的日子很快就到了，在曼谷的广告节办事处看着工人们往卡车上搬无数的放着作品的箱子，各种各样的办公用品电脑什么的，几乎把整个公司都给搬空了。我开始觉得这个广告节的来势不小了。之前在我的印象中，一个广告节几乎就等于一个图片展的概念，不就是把很多广告图片贴到墙上让大家来看看嘛，既然广告图片什么的都准备好了，要那么多的电脑和办公器材做什么。现在想来，以前的想法还真是简单。
　　第二天，繁琐的准备工作正式开始。一大早的我们就到了会展中心，在闷热的礼堂里往数以千计的广告作品后贴上贴纸，然后再穿梭在几千平方米的会展中心按一定的类别和顺序把所有的广告贴到展厅里的墙上。一天下来至少每个人都跑了个十几公里吧。还有各种各样诸如制作标签，贴标签，裁问卷表，准备通行证，清点纪念T恤之类的小事。事情看起来小，乘以广告节巨大的规模，工作量就很吓人了。这么一天下来大家都趴下了。于是组委会晚上请客吃了顿海鲜大餐作为补偿。
　　第三天做完我的工作后，开始看整理陈列出来的广告作品，第一个感想就是实在是太多了！(到后来才知道有5000多幅作品)，礼堂A里面有8列系列广告作品，我用了差不多半个小时才看完一列。礼堂外走廊里的作品连起来算的话至少还有几公里。没想到就光看个广告也这么累，但不看完所有作品我就觉得白来了一趟广告节。所以到了晚上，我是看得头昏眼花，绝对的审美疲劳了。只是到了晚上当我全身无力地躺在床上的时候，觉得收获还真不小，看到很多很有意思的作品。就我个人而言大概可以分几个等级出来：怎么也看不懂的广告；非常普通直白的广告，没有太多的新意；画面很震撼，但是让人想不出和主题有什么联系；让人会心一笑觉得很有创意的，画面很可爱；一看就明白，赞叹这种安排他们都想得出来；一开始很费解，忽然看明白了会觉得这创意人实在是太绝了。
　　我发现好广告的画面、文案和产品要紧密结合在一起，那样的配合才会让人先觉得图片有意思，看到文案觉得文案是点睛之笔，再看到产品的时候觉得是绝配。
　　评委逐渐到达了酒店，开始了正式的评审过程，工作人员就一直忙着追踪他们人在哪里，确保他们会出现在他们该出现的地方。我就跑来跑去地翻译一些广告上出现的中文意思，尽量把中文的精髓意思解释给评委听，这样他们就可以更好地理解中国的广告传达的含义。
　　这时候，青年创意营Young Lotus Workshop也开始了。这是一个很有意思的活动，每个城市派出2名年轻广告人来比赛，要在48小时之内制作出一个以反映芭堤雅积极形象为主题的60秒TVC。会有资深广告人给他们一些讲座，建议。全程都有摄影师把他们的活动拍摄下来。48个小时，从知道题目到正式交作品，而且只不过是用一个移 动电话去拍而已，真是很有挑战性的。
　　来自上海的2个中国男生都是很不错的广告人，我帮着翻译了一点东西，跟他们讨论了一下创意的部分，希望可以帮到他们。与此同时，我的工作正式开始，负责所有国际传媒的接待工作。
　　虽然凌晨2点才睡，正式开幕可不能掉以轻心。我7点半就到了会展中心大堂准备好给媒体的资料夹，等待媒体的到来。因为准备工作充分，即使给媒体注册的手续有点麻烦，但还是没出什么错。
　　从这个注册的部分，就可以让人看出亚太广告节的管理和组织是很不错的，尤其我刚从加拿大的世界大学辩论赛回来，那个号称除奥运会以外最大的学术赛事，也有1500多参与者，可当时那个混乱的注册报到过程还真是让我记忆犹新。组织这么大的一个活动真的不是一件容易的事情。需要每个部门每个环节紧密地配合，不能有错。参观者可能不会感觉到，在他们参观的每时每刻，工作人员都在时刻不停地安排各种各样的事宜。这次我亲自参加了工作才意识到这一点。各种各样的讲座要联系发言人，确保他准时出现在会场；决定奖项的评奖需要确保评委都在场；各大媒体要采访评委，主席，发言人都需要安排时间；几个女记者从早到晚都在忙着每天都要出版的adfestbuzz的日报，从稿子到图片到排版到印刷每个部分都不简单；各种各样名目繁多的资料准备就更别提了。所有人的默默的努力工作都是为了让整个亚太广告节有条不紊地运行，这也让我意识到了团队工作和合作精神的重要性。
　　因为这次的广告节还没有配备中文的翻译，所以我安排完我手下的工作临时还去当了几次翻译。现在想来，翻译是一项要做很多准备功夫和挑战语言能力的工作呢。我在国外什么都用英文，连英文辩论赛也是不断拿奖，交流是自然没有问题，但要做到两种语言互翻自如，我还需要努力并且做好资料的准备工作。
　　在采访亚太广告节主席郭伯承的过程中，我了解到了很多的新东西，亚太广告节的历史啊，一路走来的艰辛啊以及10年来不断的创新。创始人秉承的这种精神和毅力也是值得后来人学习的。采访也接触到了几位非常优秀的总评委，他们惊人的阅历，对广告节的一些看法和建议以及给广告人的一些建议都让我觉得受益匪浅。让我了解到广告不仅仅是一个有趣的创意而已，广告是一门博大精深的学问。

亚太广告节 AdFestBuzz.com 9月上线

亚太广告节　AdFestBuzz.com 9月上线《广告杂志》成为AdFestBuzz.com台湾区媒体合作伙伴

段锺沂

　　2007年，在亚太地区，甚至全球备受广告人与创意人瞩目的亚太广告节（AdFest），将正式进入第10年。为了迎接AdFest 10周年，AdFest已开始密集进行若干重大的活动，其中最重要的就是成立AdFestBuzz网站。AdFestBuzz.com预定在9月份正式上线，这个网站，基本上将成为AdFest的网上杂志，目的是提高亚太区广告界新生代对AdFest的注意与参与，使更多的年轻创意好手，能透过这个网站进行互动与沟通。
　　AdFestBuzz.com目前规划的内容，基本上分为5大项，包括：
　　第1项，最新热门新闻：以报导亚太地区与广告产业相关的新闻为主。
　　第2项，AdFest 2007最新动态：AdFestBuzz将以2007年AdFest为主题，随时报导及公布即将到来的10周年重大活动之讯息。包括，亚太广告节奖项新增类别、评审名单、活动派对内容、演讲人，甚至大会主办地点泰国Pataya的旅游景点等动态讯息。
　　第3项，Young Lotus：报导年轻创意人的创意、生活及职场活动等。并追踪历届代表之最新动态以反应亚太广告节青年创意营（Young Lotus Workshop）的重要性与影响力。
　　第4项，亚太广告节公共论坛：这个单元将开放给所有过去、现在，甚至未来参与亚太广告节的评审、演讲人、赞助商、广告产业等，发表有关创意及广告节的意见与建议。
　　第5项，得奖作品资料库：AdFestBuzz网站将建构一个最完整的档案，清楚地列出历届得奖作品之图档及详细文字资料，包括，得奖人、得奖之广告代理商、制作公司等。同时，将整理成创意排行榜，提供给业界参考。
　　AdFestBuzz网站，为了丰富网站内容，同时与亚太区广告产业产生互动、定时追踪历届参加Young Lotus Workshop各国代表之动态，将在亚太地区各国邀请当地最具影响力的广告专业媒体，担任媒体合作伙伴，为各地区产业资讯提供者及AdFestBuzz网站的推广者。《广告杂志》在7月下旬接受邀约后，已正式同意担任台湾地区媒体伙伴。

Young Creative Workshop

李慧美走访2007亚太广告节Young Lotus创意大赛台湾代表刘冠良、廖宏益 刘冠良 台湾联广广告文案 入行年资：4又1/2年 入行经过： 从有意识开始，我就对色彩与图像感到兴趣，学生时除了认命读书之外，就是画漫画、书法、想东想西吧，无奈总是在升学考试和广告系擦身而过，考上政治大学地政系；金门退伍后，硬着头皮以大学时期自学的Photoshop以及Corel Draw，挑了几个品牌重做平面稿，再加上平常涂涂画画的漫画与摄影作品集结成册，一口气印了每本三十多页的作品集，邮寄给全台湾的广告代理商，不论是文案，设计甚至是业务的应试机会，我都不放过。在幸运之神的卷顾下，通过第六家代理商的面试顺利录取文案，并且在第一年初尝到时报广告奖的滋味！ 觉得AdFest所设立的Young Creative Workshop如何？ 去年年初，我在台北听了一场由AdFest主办、Jimmy Lam（林俊明）主持的演讲，初次获悉亚太广告节的相关信息，并了解到广告节之于台湾广告人的重要性，光是可以聆听大师级前辈亲自传授的课程就让人兴奋了，而且还能与亚洲各国遴选出的Young Lotus相户观摩、登堂较劲，身为广告新进的我，要踏入亚太广告圈谈何容易，当时心里已悄悄埋下梦想的嫩芽：「就把Young Creative Workshop当做自己跨入亚太区的第一块敲门砖吧！」我心里这么想着。 在Workshop中学到什么? 如果不是有幸获选台湾区的代表，我要到哪里才听得到Mr.Suthisak的授课？而且，过去只能在广告年鉴上看到的风云人物，现在都历历在目了！在Workshop里，我学会了打开自己，让各种观念走进来，一连听了来自曼谷、菲律宾、新加坡的杰出广告人，分别针对文化、视觉、文案的专题提出自己的观点，倒不是教我们把课程的内容奉为宝典，而是广告本身就是一门没有界限的工作，如果不想把IDEA闭锁在内心的小世界，不想设限创意的切入点，不想谨守台湾的风格，那就试着听听亚洲其它优秀创意人的声量吧！ 跟其它来自亚太地区的Young Creative相处，当中有没有什么收获？ 在此之前，对亚洲的认知，仅限于历史课本与广告年鉴，此外，就只有透过旅行的机会，造访过日本与香港两地。从抵达PATTAYA的当晚开始，与Young Creative的互动中让我逐步突破自己的语言障碍，与来自各地的Young Lotus畅谈自己的广告经历与对于创意的想法，不论是黄皮肤、黑皮肤、白皮肤的伙伴，都能感受到大家对广告的热情，以及对Young Lotus Award的企图心，对我而言，这是一种良性的较劲，横向的打开自己的生活圈，让我们在会场是友善的对手，在会后成为彼此驻地的导游。 由二人一组完成拍摄一支短片，过程如何？当中有什么感受？ 我和阿宏是来自不同公司的创意人员，工作中不乏参与电视广告创意的机会，但是，却从来没有操刀执行影片剪辑的经验，这次的竞赛打破常规，给了一道前所未有的难题：自制广告片！从发想IDEA，分镜脚本，拍摄影片，后期剪辑，广告配乐都要一手包办。一开始，我们就考量到拍摄与剪辑的可行性，尽可能挑选最简单的创意素材来传达我们的IDEA，第一次与阿宏合作是很新鲜的体验，讨论的当晚，不断的互丢想法，直到凌晨四点才收网过滤出IDEA，再用最有效率的速度完成分镜脚本并撰写文案，甚至在搭车前往会场的路上还持续讨论提案的方式，力拼到最后一刻才肯罢休。这段自制广告片的过程，让我学习在时间的压力下完成作品，用最有效率的方式和搭档凝聚共识，在时间无情的终点线之前，顺利交片，更在没有创意总监监督之下，自己学着做自己的创意总监！ 整体而言，有什么体会及感受？ 在广告里，我埋入人们未能实现的梦想；这回，我在泰国圆了自己对广告的梦想。深深体会到Young Creative Workshop就像一把聚焦的望远镜，帮助我们这些年轻的广告人把自己欠缺的视野和格局，都提早给看清楚，梦想的蓝图也因此变得具体而清晰了！ 在这次AdFest之旅，有没有什么难忘事情？ 有一个画面一直在脑海里萦绕着…。那天，踏进AdFest二楼会场，我的瞳孔间被一股前所未见的感动给放大了，是一条放眼望去深不见底的长廊，墙上挂满上千张参杂着心血的平面作品，驻足在作品前的每一位广告人，无不流露出嗜创意若渴的尖锐眼神，锐利到彷佛想把整张稿子给看透，饥渴到好想把整张稿子给吃下去的那种冲动，我深深的被这股氛围给感动着，那一刻，我想我的灵魂正在接受创意之神的感召吧！另外，每一次午餐的餐叙时刻，你永远想不到坐在你身旁的是什么大人物，在交换名片之后，会让你惊奇连连，有英国的MV导演、上海的创意官、德国的制片、澳洲和泰国的创意总监……就像不断有下一份礼物等着你来揭晓。 就个人而言，这次AdFest之旅，对广告生涯上，对你有没有什么影响？有没有产生什么新想法？ 梦想一旦激活，就再也不会停下来。虽然现在置身台湾，但怀抱的不再仅限于小岛般的愿望，视线一旦远眺到全亚洲，就收不回来了，未来只会对创意越来越贪心，期待在不久的未来，可以有机会与亚洲最优秀的广告人一起乐在工作，享受生活，因为，我已经听见心里的鼓声了！ 廖宏益 现职：无业、前职 ：台湾DraftFCB助理美术指导 入行年资：将近4年 入行经过： 一直对广告有好奇和兴趣，于是第一份工作至今，一直都在从事广告 觉得AdFest所设立的Young Creative Workshop如何？ 是很值得一去的活动！很具挑战性，并且可以一次接触到各国不同的思维，对往后创意上的展现很有帮助！ 在Workshop中学到什幺? 看到各国诠释Brief的不同，解答Brief的手法也不同，广告绝对不会是有标准答案的行业，有创意，就永远会有新方法！ 跟其它来自亚太地区的Young Creative相处，当中有没有什幺收获？ 结识不少原本可能一辈子也不会认识的人，现在仍旧在MSN上热烈讨论着参赛期间的点点滴滴… … 由二人一组完成拍摄一支短片，过程如何？当中有什幺感受？ 非常折磨的一项任务，以往，不会有机会拍摄和后制，这次，一切都要自己来，并且只有24小时，在可怕的压力下，成长了许多！ 整体而言，有什幺体会及感受？ 很累，但很有长进，并且会继续在这行热血沸腾下去 在这次AdFest之旅，有没有什幺难忘事情？ Young Lotus住的旅馆和大会的旅馆虽然只是在彼此的隔壁，但是用走的却要花一个小时，所以每次往返两间饭店都用爬墙的，这算是毕生难忘的诡异经历！ 就个人而言，这次AdFest之旅，对广告生涯上，对你有没有什幺影响？有没有产生什幺新想法？ 看到了太多杰出的作品，也认识了好多杰出的高手，已经建立起一个小小的network，彼此分享一些经验，往后，眼界不会只放在国内，希望有天也可以有哪件作品在台上登场！


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AdFest launches online magazine

AdFest launches online magazine, ‘adfestbuzz’
Advertising Festival (AdFest) recently launched ‘adfestbuzz’, a portal that would serve as a unique platform for ad lovers in Asia Pacific to connect with AdFest. (Advertising Festival, 10 Oct 06 20:52)
The media partners for this website include agencyfaqs.com (India), Modern Ad (Beijing), Longyin Review (Hong Kong), CM Journal (Japan), Adoi (KL/JKT), AdInformation (Korea), Adobo (the Philippines) and ADM (Taiwan) to help develop editorial content.


‘Ad News That Really Matters In Asia Pacific’ is the slogan of this online magazine. The aim of the website would be to enhance the awareness of AdFest in the Asian Pacific region.


‘adfestbuzz’ would focus on attracting key decision-makers and influencers in the advertising agencies, marketers from multi-national and local companies in the region as well as non-creatives including brand consultants, researchers, headhunters, strategic planners, media professionals, PR and direct marketers.


It is must be noted here that 2007 will witness the 10th anniversary of AdFest and the launch of ‘adfestbuzz’ comes hand-in-hand with this event.


One of the important purposes of the website is to announce the latest developments of AdFest 2007. It shall cover news concerning award categories, judges, speakers and the programme details and arrangements of AdFest 2007.


It would also feature interviews of ex-judges, speakers of AdFest and upcoming young creative stars who participated in Young Lotus Workshop held by AdFest.


Jimmy Lam, chairman, sub-committee for speakers and judges, and publisher, ‘adfestbuzz’ says, “We hope that ‘adfestbuzz’ can act as a bridge to allow advertising, production and marketing people in our industry to keep in constant contact. ‘adfestbuzz’ is unparalleled as it utilises the strength of AdFest, which is a successful ad awards event, as a magnet to attract those ad lovers.”


According to Lam, the primary target audience of ‘adfestbuzz’ is creative people including creative directors, copywriters, art directors, film directors, producers, editors, photographers, designers and interactive professionals.