Ergeng Media and Longxi Creative Awards salute Chinese creativity in the advertising industry

On August 9 in Shanghai, Ergeng Media and Longxi Creative Awards jointly held the starting ceremony for IP “Salute Chinese Creativity” and the banquet for releasing their strategic cooperation. At this ceremony, three major cooperation plans were released. Therefore, in the presence of top KOLs in Chinese advertisement world, the two parties showed their resolve to build a new emerging force for the rise of creativity in Chinese advertisements.

In recent years, Chinese people have been increasingly aware of the importance of carrying forward Chinese culture. As a result, highly aesthetic Chinese culture that has endured a long history is being explored, assimilated and re-created in various fields, delivering a force beyond description to the new era. In the new media context when graphics and texts are transformed to videos, Ergeng Media adheres to the principle of recording the great time and telling Chinese stories. Since its establishment, Ergeng Media has shot videos about over 4000 individuals who live all over the country and face different experiences. Of these individuals, many are traditional craftsmen, or the successors or innovators of these crafts, forming a representative part of Chinese creativity. Their stories have been recorded by Ergeng and spread through its platform to everyone. With more than 5,000 original works, more than 65 million fans in total, more than 30 billion total views, and more than 40 products, Ergeng becomes the most influential platform for original short video content with the largest production scale in China.

Ding Feng, Founder and Chairman of Ergeng (pictured left), was at the ceremony site. To better spread Chinese creativity to the whole world, Ergeng Media made its salute to Chinese creativity in collaboration with Longxi Creative Awards, a top advertising event that focuses on global Chinese advertising fields with the aim of providing a platform for top creators to fully demonstrate themselves. Since founded in 1999, Longxi Creative Awards have received numerous wonderful works that range from film and TV, outdoor, graphic to design in Chinese advertisement market. Each year, through strict standards of selection and assessment, Longxi Creative Awards assess and grant awards to the most outstanding works. In this way, it has become the most authoritative platform for creative Chinese advertisements.

Ergeng and Longxi are the leaders in their respective fields, and this cooperation is highly supported by other leading roles in the advertisement world. At the starting ceremony for “Salute Chinese Creativity”, over 50 such leaders were present and shared their deep understanding of creativity in Chinese advertisements, including Ding Feng, the Founder and Chairman of Ergeng, Garry Lin, the President of Ergeng Media, Zheng Bodong, the Vice President of Ergeng Media, Liuyongqiang, the Chief Strategy Officer of Ergeng Media, Chang Peiling, the Standing Deputy General Manager of Ergeng Media’s Strategy Center, Tomaz Mok (pictured top) and Jimmy Lam (pictured left) two Founders of Longxi Creative Awards, Norman Tan, the Chairman and Chief Creativity Officer of J. Walter Thompson China, Sheena Jeng, a consultant from Publicis China, Ma Xiaobo, a partner and the Chief Creativity Officer of Sgad+, Li Sanshui, the Founder of W and Jiang Pan, CEO of Goodzilla. In this context, the program of IP “Salute Chinese Creativity” was formally unveiled.

At the ceremony, Jimmy Lam, one of the founders of Longxi Awards, expressed that Longxi Creative Awards, since being founded, have witnesses the growth of generations of creators in Chinese advertising world. And that at this point, Longxi Creative Awards must transform itself to keep up with the time, and find proper partners to carry forward Longxi’s spirit.

According to the speech of Garry Lin, the President of Ergeng Media (pictured left), Ergeng has always been recording stories about Chinese people and Chinese language and communicating Chinese culture by the means of images and videos. In addition to this “Salute Chinese Creativity” program planned jointly by Ergeng and Longxi Creative Awards, Ergeng will release more serial programs about Chinese classics together with other partners, such as Classics of Chinese Pop Music in 50 Years, Classical Chinese Writing works and other series.

Peter Son (pictured left), one of the four founders of Longxi Creative Awards, showed himself surprisingly at the site, and aroused endless applauses that evidence the highest respects from audiences to the three godfather like figures in Chinese advertising field who were present at the same time.

At this “Salute Chinese Creativity” starting ceremony, three major plans were released. Of the three plans, Salute to Chinese Innovators – Serial documentary short films that jointly produced by Ergeng Media and Longxi Creative Awards, would focus on “Stay True to Mission”, “Mainstay” and “New Force” to tell the stories about Chinese professionals in the advertising world and narrate their passion and perseverance in creativity. Furthermore, a raft of offline activities under the topic of “Meet Chinese Innovators” are being carried out orderly.

As the second step for this strategic cooperation, Ergeng Education and Longxi Excellent Youth program will build a system of Chinese creative courses for Chinese professionals including media producers and short-video makers in the advertising field. This system, consisted of master courses of Chinese creativity, workshops and online public courses of Chinese creative KOLs, is aimed to discover, cultivate and deliver talents in the field of Chinese creativity and carry forward the creativity of Chinese people.

While insisting on producing positive contents, Ergeng links short vides to activities for public interest. At this starting ceremony, the “Make Your Hometown Better with Creativity – Community Program”, jointly initiated by Ergeng Public and Longxi, as a sub-unit under this cooperation was also launched. This program calls for Longxi creators to propose themes for public interest from the perspective of their respective hometowns, and care the present and future of these hometowns in form of short documentaries.

Driven by the serial documentary short films about people and culture, online and offline courses and communication, and long-term community programs for public interest, the “Salute Chinese Creativity” will arouse a Chinese cultural trend in the world. By exploring the new mode for communicating Chinese culture, Ergeng Media and Longxi attempts to
exhibit the beauty of Chinese advertisements and encourage global Chinese people to carry on and innovate Chinese culture. In this sense, “Salute Chinese Creativity” will bring about unprecedented reform of creativity in the community of Chinese culture.