4月23日，2024戛納“幼獅杯”中國冠軍選拔賽終審會在上海舉辦。在現場，《現代廣告》與 陽獅PGone 執行創意總監何子衡Bill Ho聊了聊。

Q：此次參與幼獅評審，感受最深的一點是什麽？

Meeting creative leaders from different generations and discovering fresh ideas from young creatives is an exciting experience. We all share a passion for great ideas regardless of age or background.

有幸與來自不同年代的創意領導人會面，並從年輕幼獅們那裏發現新鮮的想法，是一次令人興奮的經曆。無論年齡或背景如何，我們都對great ideas都充滿激情，充滿熱愛。

Q：您覺得選手們的表現如何？有哪些值得肯定的優勢？

I truly appreciate the enthusiasm, bravery, and innovative ideas of the young individuals. Despite facing language barriers, some of them presented remarkably well, which is a testament to their resilience and determination.

我真誠地欣賞年輕人的熱情、勇氣和創新思維。盡管面臨語言障礙，他們中的一些人表現出色，這證明了他們的韌性和決心。

Q：對于失利未能獲勝的選手們，您對他們有哪些建議和鼓勵？

You didn’t lose. You have learned something valuable from this experience.

你並沒有”輸“；你從這次經曆中也學到了寶貴的東西，也是一種收獲。

Q：對于獲勝的選手們即將代表中國創意去全球賽場比拼，您對他們有何建議或指導？

To overcome the language disadvantage, we should try to find “creative solutions.”We are in the creative industry, after all, and our every brief is to help clients solve challenges with creativity. With that in mind, how can we creatively overcome language and cultural differences and present our ideas in a way that foreign judges can easily understand and delight them? That would be my advice, or my “brief” for them.

爲了克服語言障礙，我們應該努力尋找“創意解決方案”。畢竟，我們是在創意産業中工作的，我們的每一個brief都是要用創意來幫助客戶解決挑戰。所以，我們如何用創意克服語言和文化差異，並以一種外國評委能夠輕松理解和喜歡的方式呈現我們的想法呢？這將是我給他們的建議，或者說是我的“brief”。

Q：我們發現現在的幼獅選手們似乎很“佛系”，對于創意似乎沒有那麽多的熱情，對此您怎麽看？作爲深耕行業多年的創意人，讓您堅持做廣告人的熱忱是什麽？

Young people today may not be as concerned with comparing themselves to others, but they are still passionate about creativity and innovation just like us. As industry leaders, it's important for us to connect with them and inspire them.

如今的年輕人可能不像以前那樣擔心與他人比較，但他們仍然像我們一樣對創造力和創新充滿熱情。作爲行業領導者，理解他們，與他們建立聯系並激勵他們，是非常重要的。

I love this game! I love doing it, and I love seeing fresh perspectives and out-of-the-box ideas. It’s much harder for me to play Mahjong every day.

我喜歡這個行業！我喜歡做創意，也喜歡看到大家新穎的觀點和別出心裁的想法。每天打麻將對我來說要難得多。

Q：如今，廣告行業面臨巨大的挑戰和沖擊，對此您的態度是什麽？

The world is constantly changing, with technology advancing and markets shifting. However, despite these changes, creativity remains at the core of our business. In the advertising industry, we are facing many challenges, but it's more important than ever to maintain a creative approach in this day and age. My suggestion is to embrace these changes and keep up with the times. As the Chinese saying goes,

'學如逆水行舟…’

世界不斷變化，科技不斷進步，市場不斷轉變。然而，盡管這些變化，創意始終是我們業務的核心。在廣告行業，我們面臨著許多挑戰，但在當今時代創意比以往任何時候都更加重要。我的建議是接納這些變化，與時俱進。正如中國諺語所說：“學如逆水行舟，不進則退”。