From March 21 to 22, the 4th Greater China Youth Cultural Innovation Festival - dentsu Z Camp 2026 - took place at dentsu’s Shanghai office.
This talent program focuses on marketing and communications, giving young people a direct pathway into the industry.
2026 dentsu Z Camp recap
6 Tracks
50+ Next‑Gen Creators
1 Co‑Creation Sprint
From tens of thousands of applicants across Greater China, just over 50 outstanding students were selected for this two day, one night creative bootcamp. They were assigned to six specialty tracks - Visualizer, Storyteller, Cultural Observer, Social Player, AI Innovator, Data Decoder - and then regrouped into six mixed teams to tackle real brand briefs.
In under 24 hours, teams moved from insight and strategy to big ideas, AI generated films and visuals, and final presentations. With full support from their mentors, they turned raw inspiration into imaginative, workable campaigns, using Gen Z’s unique lens to connect brands and consumers.
Decoding Innovation DNA and the Creative Multiverse
Chris Chen, China Chief Creative Officer of dentsu and initiator of the dentsu Z team, delivered a session on “Transformative Creativity.” He unpacked shifting consumer trends and explained how dentsu’s “Creativity++” formula can unlock unexpected brand experiences, giving young talent new ways to think and create.
In this AI driven era, dentsu takes an Idea led, AI powered, Value driven stance - blending technology and culture to drive business growth and long term social value.
Chris Chen, Chief Creative Officer, China, dentsu
& CEO, China, Dentsu Creative
Special guest Polo Cheng drew on his multi hyphenate career as content creator, producer, editor in chief, and founder of fashion and creative brands to explore “Connecting Identities: Creating in the New Age of Media.” His team’s deep read on youth culture and trends has powered a close collaboration with Adidas’s Future of Style line, helping the brand reach and resonate with new audiences across borders.
Polo shared how playing multiple roles gives him a multi angle advantage. He encouraged young creators to experience the full value chain of the industry to broaden their vision and collaborate more effectively.
Polo Cheng, Content Creator+
Britney Pai, Head of Entertainment for Greater North Asia at dentsu, introduced dentsu and dentsu Z Camp to this year’s participants. She highlighted that over its 125 year history, dentsu has continually created new value for brands and, as a global company, stayed committed to doing good and to a B2B2S model – partnering with both businesses and society.
“We hope the new generation carries these same values - growing fast here while also realizing their own.”
Britney Pai, Head of Entertainment, Greater North Asia, dentsu
Six Brand Briefs, Next Gen Answers
From brief introductions and team draws to solution refinement and pitch prep, dentsu’s senior mentors stayed hands on throughout. They worked closely with each group to decode the brief, structure the thinking, and sharpen the work – turning consumer driven insights into actionable ideas.
On Day 2, the six teams took the stage to present. Through visuals, copywriting, AI creativity, and cultural/IP fusion, they showcased the full force of young innovation and collaboration.
Special thanks to this year’s seven mentors: Allina Zhang, Bruce Xie, Eason Liu, Laurence Wykes, Linzi Xie, Phoenix Jin, and Serena Wan.
Let Young People Lead
A big thank you also goes to the current dentsu Z team members. As “junior mentors,” they stayed close to the participants and took on multiple roles, including hosting and coordination, helping the Camp run smoothly from beginning to end.
At the closing ceremony, Yvonne Long, who joined dentsu via the very first Z Camp in 2021 and jokingly calls herself an “old Gen 00 creative,” shared the dentsu Z team’s growth story. From pitching and strategy, to merch design, parties, team building, and competitions, they use young people’s ideas and skills to bring creativity to life in the most complete and playful ways.
As Yvonne put it, “In the dentsu Z team, no one is allowed to be invisible.” Here, rigid divisions of labor are broken down, and everyone gets the chance to face clients and speak up. She encouraged this new cohort to seize every opportunity with a mindset to win.
Yvonne Long, Art Director, dentsu Z team
From Taipei to Shanghai, Nicole Cheng from Dentsu Creative’s account team shared her journey from student to marketer. To her, advertising is a job where you can “legally be fickle,” because every day brings new industries and the latest marketing ideas - from FMCG launches and pet food to luxury presentations.
“Being ‘three minute passionate’ means giving your all every single time.” She believes that “when you want something badly enough, the whole universe conspires to help you.”
Nicole Cheng, Associate Account Manager, Dentsu Creative
At the end, Chris Chen praised the six teams’ proposals, completed in just over ten hours, especially the creative potential shown by participants with almost no marketing background. “The best way to connect with young people is to let young people speak for themselves.” That belief is exactly why the dentsu Z team was launched.
“In a time full of change, we hope dentsu can be a reliable ‘first workplace family’ for young people - a stable, inclusive environment that supports their growth.”
This year’s dentsu Z Camp also received strong support from two senior leaders from dentsu Global and Greater North Asia, who shared video messages.
Jean Lin, Global Chief Brand Officer at dentsu, who attended and spoke at the first Camp in 2021, said: “Dentsu has always been committed to attracting the best talent and expanding our impact. I hope each of you can fully showcase your talent at this Camp, and I look forward to seeing you in dentsu offices in the future.”
Jean Lin, Global Chief Brand Officer, dentsu
Jennifer Tang, CEO of Greater North Asia at dentsu, encouraged the participants: “At the heart of marketing are always people – we need sharp perspectives and a constant flow of creativity. I hope you feel the power of creativity here, find your own direction, and meet like‑minded friends. Work hard, play hard.”
Jennifer Tang, CEO, Greater North Asia, dentsu
With Youth, Toward New Possibilities
Over two days and one night, we were inspired by the perseverance, passion, and honest feedback from every participant.
We hope this “first stop” on their career journey helps them find their next destination - whether at dentsu or anywhere their passion leads.
Participant reflections:
“This was a clash of ideas with teammates from different backgrounds. Through research, analysis, and heated discussions, I saw perspectives I’d never considered. From other teams’ presentations and mentors’ feedback, I also saw where I can grow. dentsu Z Camp 2026 is definitely an unforgettable experience for me.”
“Seeing people from all six tracks work together opened my eyes to so many more creative possibilities. The collision between disciplines taught me to look at problems from multiple angles.”
“The guest talks broke my fixed ideas about advertising. I realized creativity can be not only fun, but also warm, powerful, and able to drive positive change.”
“The most important part wasn’t the prize money or the ranking, but that this event pushed me to follow my heart again and gave me a clearer sense of where I’m heading.”
At dentsu Z Camp 2026, outstanding proposals may be brought to life, and outstanding participants will have opportunities for internships and full time roles at dentsu.
We hope each of them carries this passion forward and keeps exploring the world boldly.
ABOUT DENTSU Z TEAM
dentsu Z is where Gen Z creativity leads the way. The team shapes strategy, designs new solutions for clients, and uses cutting edge tech to build cultural moments that resonate. As true Gen Z insiders, they unlock fresh insights and create authentic connections between brands and tomorrow’s consumers.
-ENDS-
Insights into Gen Z Future by Chris Chen, China CCO at Cannes
London played host to our Dentsu Creative Council
