Source: Consumption Daily
The 2020 Golden Lion International Advertising Film Awards Ceremony was recently held in Shanghai, and the award ceremony adopted the form of "offline awards + online graphics and video live broadcasts". It is reported that the 2020 Golden Lion Awards have received a total of 1064 advertising film works from all over the world, and the number and quality of awards have set a new record in the past.
Shen Hong, vice president of the Shanghai Advertising Association, said at the meeting that the Golden Lion International Advertising Film Award truly reflects the current situation of the existence of advertising films, and promotes the improvement of the overall level of advertising films in China and even the world, and the strong combination of the 2020 Golden Lion Award and the Shanghai International Advertising Festival will promote Chinese advertising to the world, as well as play an important platform role for the world to understand Chinese advertising.
It is understood that with the development of the Internet and the diversification of film and television advertising channels, the time limit of traditional TV advertising has been broken, and the short works such as 15 seconds and long micro-film versions such as 10-20 minutes show a two-way harvest trend, especially the long works are more than in previous sessions; The narrative structure of many works is more and more breaking through the traditional methods, which is in line with the visual presentation of the Internet, and the innovation is very obvious; More works have broken the single product thinking, pay more and more attention to the expression of opinions in the public domain, and strive to reflect the value of social participation in construction; The brand side pays more attention to the integrity of the work and is willing to give the creators greater creative space and conditions, which also makes this year's work rich in performance far more than before.
With the development of the marketing era, good ideas are becoming more and more precious. Mr. Lu Peikang, President of China Advertising Magazine, looked back at the development of the advertising industry at the ceremony and said that with the increasing strength of technology, high-quality film and television advertising works must be the perfect combination of creativity, technology and art. The Golden Lion International Advertising Film Awards has always focused on the commercial value of the work itself. It is believed that with creativity-based, technology as king, and maintaining professional tone, the Golden Lion Award will be able to go international.
Affected by the epidemic, the film and television advertising industry has ushered in an unprecedented challenge, Wang Siyuan, director of the Film and Television Advertising Branch of the China Guangdong Association and the initiator of the Golden Lion International Advertising Film Award, said that although the impact of the epidemic has affected advertisers, it has also seen high-quality film and television advertising works seize the opportunity of follow-up awards to stand out. At the moment of the epidemic, only by building differentiated competitiveness and improving viability can we achieve better development in the industry.
As a newly upgraded international award this year, the Golden Lion Award provides the possibility for the world to see China for advertising. Taking the awards as the window, the Golden Lion International Advertising Film Awards, relying on the advantages of 5G network development, have once again added 13 awards, including the best vlog advertising film, the best VR video, the best interactive video advertising, the best film promotional film, the best variety show implant advertising, the best advertising film in the digital electrical appliance category and the best advertising film in the clothing accessories category.
It is worth noting that this year, some awards have a bye of a category of gold awards, and some award "double gold awards" because the works are good enough. This is the result of a vote after repeated discussions by the jury. This also means that the jury is more stringent in the selection of this year's works, and there is more room for advertising innovation and creativity.
With its extraordinary significance to the advertising industry, China UnionPay's "Pujie's Winter" has won many awards such as "Best Director" Double Gold Award and "Jury Award". Zheng Yiping, chairman of the 2020 Golden Lion Awards and chief creative officer of McCann China, said of this year's grand prize, the Jury Prize, that the literature that has truly disappeared may also be truly presented in advertising films. A good advertisement lies in the fact that it expresses universal values and emotions, and integrates life perceptions and literary values into the creation of the film, which is beyond national boundaries and can be experienced with the heart.
It is understood that the 2020 Golden Lion International Advertising Film Awards also innovatively opened the Golden Lion Live Broadcast Room - "Golden Lion on the Sword", which is a new accompanying new media video live broadcast product launched by the Golden Lion Award. In addition, the "Golden Lion On the Sword Live Room" and the Luoxin Study Room Public Welfare Exchange Center work together to create a new pattern of interaction, using Internet thinking and youthful expression to interpret the Golden Lion Award, tell the behind-the-scenes story of excellent advertising works, and share the experience of advertisers.