At the dentsu beach house in Cannes, Young Lions Chloe Wang and John Xu joined colleagues from offices worldwide to celebrate the end of the 2024 Cannes Lions week.
The copy director and designer duo from DENTSU CREATIVE, winners in the digital marketing category at the Chinese competition, shared stories from their week.
Apart from the Young Lions competitions, they clearly gained more from the experience.
HOW DID YOU GET INVOLVED IN CANNES YOUNG LIONS COMPETITIONS？
I first learned about Cannes Young Lions while interning but did not have the chance to participate.
At the time I joined DENTSU CREATIVE, the Young Lions were inviting entries. Encouraged by our team leaders, I decided to give it a shot.
Gordon Bowen gave us a kiss on the head!
WHAT SURPRISED YOU THE MOST WHILE IN CANNES?
It was a great fortune for us to be included in the trip to Cannes.
We were amazed by the multitude of impactful works from the global markets. Seeing the commitment of many companies and creatives in exploring creative solutions, creating values, and working towards a better world was truly inspiring.
It also illuminated the passion that fueled their decision to pursue a creative career in the first place.
One thing that really stood out to me was the immense value they place on the festival, evident from our talks with several creatives and brand marketers.
They see it as the ultimate hub of creativity. Conversely, our marketing and creative vibe tends to be more isolated, which is unfortunate.
AFTER CONNECTING WITH YOUNG CREATIVES FROM VARIOUS MARKETS DURING THE COMPETITIONS, WHAT ARE YOUR THOUGHTS?
Each young creative sees the world through a unique lens shaped by their geographical location, cultural background, and educational experiences, resulting in a mix of initial ideas when presented with the same thing.
Take, for example, the difference in coffee preferences between the Americas and Europe. What one group enjoys may not appeal to the other due to their distinct coffee cultures.
An engaging point that has inspired us to discover more of the world.
Trying out what makes others’ coffee attractive, we can refine our own flavors to better serve the local coffee enthusiasts.
We can also offer a wider selection of coffee options to invite the global communities to taste.
dentsu beach house
Coming back to the topic, despite the various factors in play, the ultimate goal is to utilize the best idea to solve problems and promote the well-being of society.
This is how we collectively see things and the value of creativity.
dentsu beach house
AMONG THE EVENTS YOU ATTENDED DURING THE FESTIVAL WHICH ONE CAPTURED YOUR INTEREST THE MOST?
The lecture on AI left us astounded by the swift progress being made in the field.
Several companies have turned their attention to AI, with brands like L’Oréal investing in their own AI tools to create sophisticated and lifelike product visuals.
It is clear that AI is set to revolutionize the marketing and production industry.
WHAT UNIQUE PERSPECTIVES OR CREATIVE IDEAS DO YOU INTEND TO BRING TO YOUR FUTURE WORK?
We definitely do not want to be ‘the men in the case’.
Valuing diverse perspectives while celebrating creative excellence with people from nearby communities and the wider world.
Guided by our passion and unafraid to challenge norms, we are on a quest for happiness as creatives.
ANY ADVICE FOR YOUNG PEOPLE HOPING TO QUALIFY FOR THE YOUNG LIONS COMPETITION NEXT YEAR?
Our advice for participants gearing up for next year’s Young Lions in France is to ensure they read and fully understand the brief before diving into idea development.
While the majority of briefs center on social issues, their objective extends beyond raising awareness to inspire action.
Goodluck to all the participants in the coming year.
with Jean Lin
WHAT IGNITES YOUR PASSION FOR THE CREATIVE INDUSTRY?
We are driven bythe joy of creating exceptional ideas and the fulfillment of receiving recognition from the public, while also staying true to ourselves.
At the heart of passion lies a connection between personal interest, love for the work, and a readiness to persevere.
with Hiro-san
WOULD YOU SUGGEST THAT YOUNG PROFESSIONALS EXPLORE OPPORTUNITIES IN THIS INDUSTRY?
Absolutely, this industry thrives on renewed passion and retains its allure, even amidst the challenges.
with Brirtney Pai & Chris Chen
WHAT IS YOUR ADVICE TO MARKETERS WHO WANT TO UNDERSTAND GEN Z IN CHINA BETTER?
Our generation, Gen Z, is like a fresh chapter, demonstrating courage and responsibility in the face of real-world challenges.
Rather than chasing material desires, we now prioritize spiritual contentment. Gen Z is usually more rational in their consumer behavior and willing to invest in products that have emotional value and allow for personal expression.
Understanding and adapting to the preferences and interests of young people is crucial. Products and services will only meet our expectations if they tap into the inner world of young people.
dentsu beach house
When it comes to marketing strategies, brands should prioritize emotional engagement and personal identity, as these factors are key to gaining our favor and loyalty.
Should brands acknowledge and respect our viewpoints, we will respond in a direct and constructive manner.
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