Practical Advertising Cases · Creativity

Author: Mu Hong / Li Wenlong (Editor-in-Chief)
Publisher:
Publish Date: 2005-01-01
Features: Following the publication of the "Ad People · China · Humanistic Biography Series" in 2003, the "Ad People · China · Case Series" was launched in 2004 with deeper strategies, more meticulous thinking, and a broader scope in the spring. In 2003, we told the inner stories of ad people; in 2004, we revealed the wisdom miracles of ad people. We carefully selected industry leaders with strategic power and initiated a large-scale "case search" across more than 20 provinces across the country. Sifting through the sand to retain the gold, after repeated selection and careful evaluation, 338 cases stood out and were vividly presented to the readers. The largest and most comprehensive ad case book in China in terms of quantity, scale, industry coverage, content depth, and practicality— the "Ad People · China · Case Series"—was finally finalized at the end of the year. The "Ad People · China · Case Series" gathers the intelligence and ingenuity of ad professionals across the country in the new century, creating exquisite "dishes" and offering a rich "feast" to media professionals and advertisers. The successful secrets of the winning ad cases are compiled together, enough to satisfy everyone. Thus, you will re-examine ad people, Chinese ad people—this passionate, wise, and capable intellectual army's strategies and spirit. A warrior skilled in all eighteen martial arts, if he lacks the power of the final sword that pierces the heart, will never become a first-class master. Throughout the entire ad planning process, creative expression is undoubtedly the final, brightest, and most powerful sword. In this era of integrated communication, self-admiration and superficiality are cast aside, giving birth to a new child of rational thinking combined with emotional extension. Chinese ad creativity is returning to its market essence. When the brilliant strategy blooms under the strong promotion of creativity, we firmly believe that today's Chinese ad creativity is leaving its adolescent flower season and taking steps toward maturity. Graphic works, TV commercials—whose visual impact and the ability to penetrate the marrow of consumers represent the true level of Chinese ad creativity. In these cases, whether in text or works, they all demonstrate the wisdom and agile talent of the creators, as well as their passion and love for advertising that leaps from the words. Although we repeatedly suggested that the submitting units increase the text volume of the manuscripts during the operation, they believed that speaking through works was far more effective than speaking through words. Therefore, in the editing process, we made every effort to select large-scale works and complement them with concise descriptions to achieve a harmonious and concise unity between limited text and brilliant works, giving each case a more harmonious and concise name.