The 2021 Chuanjian Cultural and Creative Grand Jury was successfully held on October 30 at the Beijing Feng Gongfu. More than a dozen cultural, creative, marketing and brand experts gathered together to comment on cultural and creative cases and discuss cultural creativity.
The first Chuanjian Cultural and Creative Awards adopted a 100-point system, and the judging criteria of Casarte Casarte Casarte Galaxy Series and LibresseVille focused on creative innovation, cultural relevance and strategy. The open IP works evaluation standard focuses on brand image, cultural sense, creativity and commerciality, and the open IP case evaluation standard focuses on brand fit, strategy, enforceability, IP sustainability and market effect. The final judging panel, led by Shenyang, conducted a brainstorming session on more than 60 shortlisted cases in response to the above judging criteria.
In the finalist cases of the proposition IP Casarte Galaxy series, from the perspective of science and technology, humanities, secondary elements, etc., combined with current events In China's aerospace hotspots, cultural scenic spots, national treasure Panda Chinese elements, etc. and fashion home appliances are integrated with each other, culture gives home appliances connotations, home appliances function reflects cultural heritage, and achieves full coverage of consumers of different ages. In the finalist case of Libresse Weier, the world intangible cultural heritage Dunhuang Mogao Grottoes combined with V shape, and the freedom and freedom of the flying sky gave the brand women charm, confidence, bravery, and being true to themselves, which had a strong resonance.
At the final review meeting, Ding Junjie, professor of communication university of China and chairman of IAI transmission, shared that culture determines the fate of enterprises. How enterprises treat culture, the role of culture is far from a symbol, and ultimately determines whether the enterprise can become bigger, whether it can be stronger, and whether it can go far. In the current field of cultural creation, the most important thing is to let culture develop well, and there are moves and no models at present. What "Chuanjian" is doing is a normative and industrial model. "Wen" represents culture, and "Chuang" pays attention to differences in addition to creative innovation. In the process of innovation, we must adhere to the people-oriented, improve the wisdom of humanistic life, and make the vitality of IP more sustainable.
Zhang Jian, director of the women's category of Vinda, and Sun Ke, director of brand design of Casarte, reviewed together with the offline judges in the cloud. Zhang Jian mentioned in the sharing session that cultural creation is a very good way to connect with the brand, it is a strong expression of cultural development and national self-confidence, and we are also paying attention to the trend in this regard. This time, combining with the Chuanjian Cultural and Creative Awards and using products to build content is a good attempt. The combination of products and cultural creation is very good, and it is better to establish an emotional connection with the brand.
Wang Xin, general manager of marketing at Wanda Hotels & Resorts, said that when doing cultural creation, we must think about how much room this has for our business to improve. This time, through the co-construction of products and brands and cultural creation, I feel that my thinking has been greatly opened, and in the future, we at Wanda Hotels and Resorts will also try to build a track with the Chuanjian Cultural and Creative Awards.
Gao Wen, deputy general manager of NetEase Culture and Creativity and president of NetEase Media Research Institute, said that cultural creation can promote the "good" of products on the one hand, and we can see in some cultural creations that not only highlight the advantages of products, but also convey a lot of social value. Ma Xiyuan, vice president of culture at the Forbidden City, mentioned that there are two points in the cultural and creative marketing that I understand: the first point is that cultural creation is a systematic integration, a link and thinking to market. The second point is the circle culture, do not stubbornly think that your ideas can be recognized by everyone, you must first attract a part of the people, let this part of the people to infect more people. Liu Gang, vice president of Beijing Hundred Workshops, believes that cultural creation itself is a part of the marketing environment, in which its core is culture.
Liu Guangfei, executive chairman of IAI Chuanjian and initiator of Chuanjian Cultural and Creative Institute, said in his sharing that at present, many domestic cultural creations are based on the level of works, which are more common in the design industry, and we have made certain attempts to make a certain attempt at the cultural creation of the case marketing industry, and we have integrated the ideas and models of the IAI Chuanjian International Advertising Award, and the first step is very important for Chuanjian. Many good ideas and cases are a kind of responsibility and a kind of inspiration.
In the final review meeting, everyone actively discussed, expressed their own opinions, and jointly discussed the case and the future development of cultural creativity, which gave more energy to the final review meeting of the Chuanjian Cultural and Creative Award, and the Chuanjian Cultural and Creative Institute as a link and incubation platform to empower the Chuanjian Cultural and Creative Award, and use cultural creativity to empower commercial brands. Cultural inheritance and mutual learning among civilizations. We have the obligation and responsibility to inherit and carry forward the excellent Chinese culture, invent and innovate cultural creativity, and create more and more cultural and creative IP, so that cultural creativity can be favored by more people and go to the world.
He is a member of the Final Judging Committee of the Chuanjian Cultural and Creative Awards
Chairman of the Judging Panel
Member of the Jury
In alphabetical order by last name
The final judging meeting of the first Chuanjian Cultural and Creative Awards selected the propositional and open-ended gold, silver and bronze awards on the same day, and the final award results will be announced on the public platform of IAI Chuanjian in the near future, and the award ceremony of the Chuanjian Cultural and Creative Awards will be launched according to the epidemic prevention and control. I would like to thank Zhidu Shares, Chuanjian Industry Promotion Center and Ma Tanyu, chief photographer of Chuanjian, for their assistance and support for this event.