BBDO Shanghai team wins LongXi Nova Awards
LongXi Awards, the only Chinese-language creative awards included in both the GUNN Report and Shots Grand Prix, successfully held its first LongXi Nova Awards from July 5 to 7, 2007 at School of Design, Hong Kong Polytechnic University. The LongXi Nova Awards aims to encourage the up-and-coming creative stars in the Chinese-language communities and offer them a direct chance to earn a winning place on the LongXi stage. The winning campaign was developed by Mr Adam Ding and Ms Jiang Pan from BBDO Shanghai, with JWT Beijing a close runner-up and David Advertising Taiwan the second runner-up. Besides, Leo Burnett Shanghai has been selected by net users as their most favorite team. The first LongXi Nova Awards held in Hong Kong was attended by twenty young creatives from Greater China Region including three art director/writer teams from Hong Kong, four teams from Shanghai, two teams from Beijing and one team from Taiwan. Publicis China CEO Ms Sheena Jeng chaired the LongXi Nova Awards. The judging panel included Mr Spencer Wong – ECD, McCann Erickson Guangming Hong Kong, Mr Norman Tan – Regional ECD, Bates Shanghai, Mr K.C. Tsang - Director, Chan Tsang Wong Chu & Mee Advertising Hong Kong, Mr Peter Soh - Chief Creative Director, Saatchi and Saatchi Greater China, Mr Tomaz Mok - EVP/ Director of Professional Services, McCann Erickson China, and Mr Milker Ho - Creative Director, Leo Burnett Hong Kong.According to Mr Jimmy Lam, one of the four founders of LongXi Awards, the objective of holding the LongXi Nova Awards is to offer rising creative stars the chance to show their creativity and let them learn from experienced and award-winning creative gurus. It also aims to nurture the new generation for the Chinese-creative industry.In this year's competition, the ten young creative teams were told to develop a crossover campaign for both Cathay Pacific and Tetra Pak. They were told to produce a campaign by using outdoor and two more advertising platforms in order to answer the brief. As part of the exercise, each team was required to stay at the student quarters of Hong Kong Polytechnic University campus to develop their campaign. In July 5, the participants were given a work assignment in the evening and then they could started developing creative ideas and strategies in the whole night in a bid to prepare for giving a five-minute presentation in the coming day. In July 6, the teams delivered their presentation and received comments from the judges in order to improve their executions. In July 7, each creative team gave their final presentation in the morning. Judges selected three teams for the last round of the competition, which was held in the afternoon. The three selected teams presented their ideas on the stage in front of all the judges, sponsors and guests in the afternoon. Finally, BBDO Shanghai team outgunned other competitors to win the LongXi Nova Awards.Ms Sheena Jeng said she was impressed by the campaigns the ten teams developed. “They have been trying to show their creativity. I believe this experience would be a very good learning opportunity as the young creatives can learn from the seven experienced creative directors and get comments from them directly.”Mr Jimmy Lam added: “As the first ever awards from LongXi aiming to embrace young creatives, we have gained lots of inputs from the participating young creatives, judges, sponsors, media and friends from the ad industry who attended the half day seminar and live presentation on last Saturday afternoon at Hong Kong PolyU. This will help us to uplift LongXi Nova.”This year's LongXi Nova Awards was sponsored by Cathay Pacific, Tetra Pak, Hong Kong Polytechnic University School of Design, Tom Outdoor, Corbis and DDB.
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