Jean Lin
Global CEO
Creative,
dentsu international
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Young people in China should be fearless in doing what they want to do, and they can use their power to influence more people. What dentsu is doing is to help the voice of the young be heard by society.
What can be achieved by young students who are passionate about advertising and creativity? What can be produced by them in just 24 hours?
Founded and led by dentsu, the dentsu Z Camp officially opened on April 17th and 18th.
SLIDE TO FIND MORE
49 students are regrouped into 12 task forces and took on different roles in time-restricted projects: including copywriting, visual design, video editing, innovative experience design, sub-cultural research and social media planning. Through brainstorming, insights research, ideation and experience design, the taskforce members worked together to complete a full campaign and presentation. The innovative cultural experience from the unique perspective of generation Z showed us the key pain points in brand marketing strategies for Gen Z consumers.
Dentsu Z Camp is a practice platform for young college students with creativity and passion who aspire to be involved in the creative industry. It aims to cultivate future talents in the creative industry and enrich the practical experiences of young people. The dentsu Z recruitment for this first year began on March 5th. More than 1,800 applications were received, 95% of which were students, including those from world-renowned universities in journalism and art and design, such as Central Saint Martins College of Art and Design, Parsons School of Design, Kingston University and Northwestern University. Through several rounds of both offline and online interviews, a total of 49 applicants joined dentsu Z Camp.
Beyond the vigor and confidence on these young people’s faces, we witnessed their pursuit in crafting high quality works and creative presentation, which also inspired the senior creatives’ enthusiasm and confidence in the industry’s development of the next generation. At the same time, we are excited to have found some young creatives with great potential, who will form a unique team in dentsu – dentsu Z!
So, what will dentsu Z do in the future?
Initiative Idea
We discover demand that clients haven't yet thought of, obtain deep insight into brands’ challenges, and proactively make strategic plans and propose solutions for our clients.
Innovation Campaign
We trial innovative projects like never before, explore innovative ideas by putting cutting-edge technology into practice, and fearlessly embrace change to bring ever-lasting power to the brands.
Cultural Experience
We create deep cultural experiences alongside young consumers, and build an ecosystem where history, culture and trends mix and grow.
Keita Ishikawa
Chief Executive Officer
Creative, dentsu China
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Dentsu’s mission is always to make a meaningful impact on society through our creative and innovative ideas. We are very excited to see how we can leverage the power of young talent to make a meaningful impact on society through our clients’ brands and products.
Tammy Sheu
Chief Operating Officer
Creative, dentsu China
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dentsu Z, will become a pioneering force for dentsu Creative to actively explore innovative ideas. We expect the newly formed dentsu Z to create idea-led experiences with deep insights and diverse practices, creating an intimate psychological connection between the brand and the consumers of the next generation.
We also invited top leading guest speakers from various industries to bring broader visions for the students, like brand culture marketing, sustainable development strategies, new consumer trends, and new media art. We hope that the students will be enlightened either for academic purposes or for their future career path.
"All society, history, and reality can be deconstructed into texts, through which we have shaped today's culture.
Lena Yang, CEO of WWD explained to the students the deconstruction of the relation between brand and culture, leading us to think about the cultural factors behind fashion.
"Good photography is like a language. Novels tell stories through words and sentences, while movies tell stories through pictures and sounds.
Allen Jiang, Film & Ad Director, analyzed the relationship between lens language and story creation by sharing his own experience that deepened the audiences’ understanding of lens language.
"The consumption of new Chinese products popular among young people, focuses on value rather than price.
Milan Chiang, Founder of Verystar Linked by Isobar, focused on the explosive growth of new consumption models by analyzing the latest campaigns from the perspective of the upgrading of new Chinese products.
"The secret to attracting young consumers is not to stay young, but to keep an open mind.
Wang Yan, Founder of Kirakira, shared how she founded the brand for Gen Z girl’s lifestyles through her own entrepreneurial practices and experience in advertising and marketing.
"The process of creation is also a process of inclusiveness. Even if the combination is alterable, it will eventually return to the harmony between people and space.
Sun Jianya, Founder of YAYI Interior Design, shared his experience and insights on pursuing fine crafts and aesthetics.
"Mythology is a fairy tale of history, and today is the childhood of future. China is a country with a long history and profound cultural heritage. We must let the young generation understand and dig out our history, to create work that is alive, not just animate.
Lin Junting, the New Media Artist, shared stories of his masterpieces combining new media with traditional cultural classics, and explained the future trends of the IP industry.
Chris Chen
Chief Creative Officer
Creative, dentsu China
As the initiator of dentsu Z, Chris Chen, Chief Creative Officer, Creative, dentsu China, was moved and inspired by these young people:
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I felt so confident and rejuvenated by your passion and amazing presentations. I really enjoyed every moment with you all throughout the whole process from the interview to the camp. I am looking forward to working with you soon.
Go!
dentsu Z!
