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密歇根州立大学的两支队伍,Flight Club和Pulp Non-Fiction被分配到两个不同的班级,每个班级有十支队伍,由两位导师负责。十支队伍,70人,坐在一间狭小而拥挤的临时教室里,他们分享着同样的空气与心情,却时时刻刻都在暗暗较劲。战斗的序幕刚刚拉开一角,我们已经听到了敌人的号角。 今天,他们将和导师直接面对面,讨论自己最初的想法。在第一轮讨论结束之后,大多数的想法都需要推倒重来,即使有一小部分幸存的,也仍旧需要大量的改进和细致的推敲。许多事情都无法一蹴而就,需要拿出铁柱磨成针的耐心和毅力。 从无到有的过程,是漫长而喜悦的;从有到无的过程,往往只是瞬间,且令人崩溃。而今天,生活仿佛被按下了加速重播的按键,组员们不断重复着“从无到有,从有到无”这一过程,反复咀嚼着得到一个全新的想法感到欢欣雀跃,和想法被否定的辛酸苦涩。 王正(Kevin)说:“我们花了一天的实际来梳理我们所有的想法,最后敲定。虽然感觉节奏确实很快,但是我反正是觉得挺爽的。” 王正和李梦冉(Celia)是他们小组的唯二中国成员。虽然他们同在密歇根州里大学接受相同的教育,然后他们各自身后的文化背景,依然为他们提供了截然不同的视角。 “我觉得大家可以达成共识非常好。”王正说,“美国同学在适应我们的思考方式,我们也在尽可能的去理解他们想问题的过程。一开始确实挺难的,但又很理解他们。Eric刚才还在说‘you guys are being too nice to us, we feel like we are assholes.’具体我也不清楚是什么让他有了这样的感谢,估计是他们观察到了?或者说就是他们觉得自己后来负能量太重了,然后我在试着cheer them up.” Yash Egami, The One Club内容与营销副总裁,在接受采访的时候也提到了跨越文化鸿沟的重要性。这一次的机会,无论是对MSU的中国学生,还是MSU的美国学生来说,都是难能可贵的。异国他乡的生疏与新奇,异国文化的摩擦与碰撞,每一个时刻,都在刷新着无限种未知和可能。 现在已经是深夜,两组队员们依旧在热火朝天地讨论着。时差依旧困扰着他们,让人昏昏欲睡。但是,每个人疲惫的面容上,依旧能看见对成功的渴望。 “道阻且长,行则将至。”这或许是对这场旅行的最好注脚。
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11月5日着实令人兴奋,因为今天发生了两件大事。 一是由密歇根州立大学广告与公共关系学院的16名学生组成的两支队伍,终于见到他们的导师,其中一位还是密歇根州立大学的校友Mo Said。 Mo Said是一位个人魅力极强男士。深邃的五官,挺拔的身躯,犹如模特一般的身材,堪堪上场,就收获了一片迷妹的惊呼:“天啊,好帅!”然而,和他优越的外貌相比,他的经历与才华更令人着迷。Mo Said 就职于纽约Droga5,是一名资深的copywriter(文案)。在今天的主题演讲中,Mo Said分享了一个关于自己的,五味杂陈的故事。他的身上,曾经有过许多个性鲜明的标签,然而为了能在纽约得到一份不错的广告作业,他穿上了外套,隐藏了自己的标签,或者说个性。在一次“千篇一律”的广告创作之后,Mo意识到了这并不是他真正追求的广告。于是他辞职,又一次脱掉了自己的外衣,露出了自己身上的标签,并加入了Droga5——一家以创意爆炸力闻名的独立创意机构,注重于多样性。 他的演讲引人深思。观看广告的人千千万,他们来自不同的地域,说着不同的语言;他们年龄各异,文化不一;而只有不同的人做不一样的广告,才能吸引各种各样的观众。 二是这次比赛的brief终于撩开了它的神秘面纱。此次比赛以“当士力架遇上QQ”为题,希望能够找到一个新奇有趣又充满年轻洞察的场景,创作一个以年轻人移动社交为核心的线上线下整合创意传播Campaign。以更新鲜和具有感染力和渗透着流行文化的方式,向年轻受众传递士力架的核心品牌故事。并且,在这次的Campaign中要使用腾讯QQ作为重要的传播平台。 一行人在南京大排档吃完一顿“culture shock”的午餐后,回到酒店开始脑洞大开。因为美国的同学们不太了解QQ,他们首先针对QQ这个平台发起了激烈的讨论。在中国队员的帮助下,他们对QQ有了进一步的认识,并连连赞叹这个APP实在是太神奇、太厉害了,简直就是美国所有social media的结合体。之后,他们又针对QQ和士力架的共同目标群体进行了研究,并思考他们之间的重合点。当讨论渐渐步入瓶颈时,Eric回顾了自己在Minds Wide Open 的经历,提议可以先根据士力架的品牌提出关键词,再根据关键词联想故事和其他情节。有了大致的内容之后,整个campaign的脉络就会清晰很多。 再然后的讨论就是荤素不忌,百家争鸣。从青少年喜欢戏剧冲突到少年的生理教育,从sexy talk 到现代社会人们的心理健康……士力架的品牌信息也逐渐变得饱满。 从学生们的只字片语之中,士力架不仅仅只是一个肚子饿的时候补充能量的巧克力棒,更不仅仅只有帮助学生考试的单一目标,它还有用更广袤的世界。正如brief结尾所说的那样,整个campaign拥有无限种可能。而他们正在做的,就是从“无限可能”中提取最大限度的“完美完成”。 一下午的开脑洞环节已然让大家热血沸腾,我们或许可以期待,在未来的几天里,会有更多更好的想法,碰撞出更激烈的火花。 Nov. 5
On Saturday, the teams were announced and mentors were assigned. Mentors oversee about a dozen teams of students at a time, so they pop in whenever they can to advise and consult on campaign plans. Two of the MSU teams’ mentors are Andy Azula and Mo Said. Andy is the Executive Creative Director at The Martin Agency in Richmond, Virginia. Mo Said works as the Senior Copy Writer for Droga5 in New York. Mo is a Spartan himself. He graduated from Michigan State University in 2012 with a degree in advertising. Mo gave a presentation later that morning about tags and labels and how people sometimes promote a modified image of themselves to others. Mo explained that for a long time he had almost created this alternate ego of himself and that was the Mo that he showed. As he was listing off his tags, including being a Spartan, he gave a quick “Go Green” shoutout to the group who responded accordingly, “Go White!” He emphasized the importance of finding the place – or the agency – where you fit and where you can be yourself. A quote from Dr. Seuss was shared during his presentation to remind the students that agencies want them for the unique creatives that they are: “There is no one alive who is youer than you.” The teams were also presented with the brief – Snickers and QQ. Teams have to come up with an idea to use QQ, the largest social networking app in China, to advertise Snickers’ well-known brand message: “You’re Not You When You’re Hungry.” The brief was presented by representatives from QQ who explained the platform to all of the teams. Initial discussion from the MSU students has been about the challenge of advertising with QQ, an app that seems to do it all. They’ve learned that it is essentially all of the popular social media sites that they use back home – Facebook, Pinterest, Instagram – but combined into a single app. The two teams got to work immediately to start brainstorming and throwing out ideas as a group. The competition is picking up quick and from here on out, it is up to the students as the best of the best representing the Department of Advertising + Public Relations from Michigan State University to use the skills they have learned to push toward the prized Golden Pencil. Nov. 2 - Nov. 4
In the early hours of the morning in East Lansing on Nov. 2, the students gathered at the Capital Region International Airport in Lansing. The trek to Shanghai started with a 6 a.m. flight to Chicago where they stayed for four hours playing cards, performing magic tricks and catching a few minutes of sleep before departing to the city where for the next 10 days they will compete in the One Show Greater China Festival. The group arrived in Shanghai around 2 p.m. local time. Ten students from Michigan State University’s Department of Advertising + Public Relations, tired from travel, but bubbling with excitement and anticipation of the events to come. Henry Brimmer met them after going through customs, capturing the moment on video as they walked out into the city they had been thinking about for the last four to six weeks. The ride to the hotel was an old bus, which one of the students said came with its own Instagram filter because of the subtle green hue that the windows cast on the inside of the vehicle. After loading up everyone's bags, the group hit the road admiring and commenting on the unique advertisements and questionable font choices – as young advertisers do – along the way. Upon arrival at the hotel, the students disbursed to find their rooms and settle in and prepare for what will be their reality for the next week and a half. Afterwards, they went to eat dinner at a restaurant called Bull Market (牛市) where members of the team Bingqing and Yi helped to order the most delicious food. Meals in China are served “family-style” on a spinning lazy susan. Everyone orders a dish and then you share. To close the night, part of the group decided to take a walk through the city and venture to “The Bund,” which is the namecard of Shanghai as the perfect spot to view its amazing cityscape and the famous Oriental Pearl Tower. The students met up with the rest of the team who had traveled separately from the main group at the conference center the next morning. The festival began with presentations from respected agencies that are part of the One Club organization. Some of the agencies who shared their insight about the tricks and trades to succeeding in advertising included Forsman & Bodenfors, BlueFocus Digital and TBWA. They shared various work from their agencies as well as their professional experiences and perspectives in hopes to encourage the student competitors as they work toward the gold pencil. An emphasis was placed on the importance of virtual reality in the world of advertising. Many of the presentations showcased projects that used the medium to successfully and creatively sell a product or a brand. The students will learn more about the briefs over the next few days and develop plans with their mentors for the idea they will present at the end of next week. Stay tuned for frequent updates on our Instagram (@ShanghiMSU) or follow the hashtag #ShanghiMSU. 人在旅途 你见过凌晨4点的东兰辛吗?四周还是黑茫茫的一片,空气安静得仿佛它也在沉睡。马路街道上空空荡荡,偶尔会有一两盏灯匆匆闪过。 美东时间的11月2日,我们十位MSU广告学院的学生在兰辛机场集合,踏上了去往2016年 ONE SHOW 中华创意节的旅程。同学们拖着大大小小的行李箱,坐在候机厅。他们相互交谈着,脸上露出隐隐的兴奋和期待。 从兰辛机场出发到芝加哥转机,最后到达上海。经过了漫长的20小时的等待,我们终于在北京时间的11月3日下午2点,抵达了浦东国际机场。Henry的意外出现,让我们觉得惊喜和惊讶,更让美国的小伙伴们在初入异国他乡之时,感受到了一份温暖与熟悉。 晚餐时间 在中国的第一餐吃什么?这真的是一个好问题。幸亏同行的小伙伴中有来自中国的学生,带领全体队员去了一家名为“牛市”的餐厅。 哪怕菜单上写着英文,在中国上海的中餐厅点菜对于我们MSU的美国学生来说,依旧是非常新奇的体验。经历了一场堪比“十万个为什么”的餐点科普之后,队员们最后简单粗暴地通过菜单上的图片来选择自己可能喜欢的食物,再由两位中国队员推荐了几道菜品。 如何正确地使用餐具成了另一个难题。拒绝了“可以使用叉子”的提议,队员们入乡随俗,坚持使用筷子作为餐具,还乐此不疲地用筷子夹起餐盘中一粒粒的豌豆进行训练。吃饱喝足之后,又去了北外滩消食散步,好好地欣赏了一番上海繁华的夜景。 聆听演讲 11月4日,2016 ONE SHOW 中华创意节正式开营。ONE SHOW国际创意节大中华区首席代表,ONE SHOW中华创意节执行总监,马超作完欢迎致辞之后,八位来自世界各个地区、各个公司的创意官们发表了演讲。 北京蓝色光标数字营销机构的副总裁彭俊成分享了如何让科技插上创意的翅膀。彭俊成来自马来西亚,在中国发展了十多年,说得一口流利的中文。他表示,中国从来不缺技术,缺少的是让技术注入生命,关联人们生活的创意思维。 来自视觉效果公司MPC的执行制片及总经理Steven Marolho和我们分享了如何在影片中利用特效制作的活灵活现的动物,并如何将他们应用在广告中。想要做出栩栩如生的动物并不容易,每一根骨骼,每一块肌肉,每一片羽毛,每一撮毛发,都要经过精密的观察和计算。这也从侧面,显示了出了广告人和创意人的执着和严谨。 而来自The Martin Agency的高级副总裁兼执行创意总监 Andy Azula则直接以“不创新,毋宁死”为标题,充分显示了一位广告人对于创新的追求和重视。 我们仔细聆听了这八位讲师的精彩演讲,且受益良多。虽然明天才开始真正的分组、出题,但是这些演讲给了我们许多启发,同时也为我们正式的比赛开场做了良好的铺垫。 |
About the blogThe students' experiences in China will be documented in both English and Chinese by two journalism students from Michigan State University traveling with the group.
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