4月23日，2024戛纳“幼狮杯”中国冠军选拔赛终审会在上海举办。在现场，《现代广告》与 阳狮PGone 执行创意总监何子衡Bill Ho聊了聊。

Q：此次参与幼狮评审，感受最深的一点是什么？

Meeting creative leaders from different generations and discovering fresh ideas from young creatives is an exciting experience. We all share a passion for great ideas regardless of age or background.

有幸与来自不同年代的创意领导人会面，并从年轻幼狮们那里发现新鲜的想法，是一次令人兴奋的经历。无论年龄或背景如何，我们都对great ideas都充满激情，充满热爱。

Q：您觉得选手们的表现如何？有哪些值得肯定的优势？

I truly appreciate the enthusiasm, bravery, and innovative ideas of the young individuals. Despite facing language barriers, some of them presented remarkably well, which is a testament to their resilience and determination.

我真诚地欣赏年轻人的热情、勇气和创新思维。尽管面临语言障碍，他们中的一些人表现出色，这证明了他们的韧性和决心。

Q：对于失利未能获胜的选手们，您对他们有哪些建议和鼓励？

You didn’t lose. You have learned something valuable from this experience.

你并没有”输“；你从这次经历中也学到了宝贵的东西，也是一种收获。

Q：对于获胜的选手们即将代表中国创意去全球赛场比拼，您对他们有何建议或指导？

To overcome the language disadvantage, we should try to find “creative solutions.”We are in the creative industry, after all, and our every brief is to help clients solve challenges with creativity. With that in mind, how can we creatively overcome language and cultural differences and present our ideas in a way that foreign judges can easily understand and delight them? That would be my advice, or my “brief” for them.

为了克服语言障碍，我们应该努力寻找“创意解决方案”。毕竟，我们是在创意产业中工作的，我们的每一个brief都是要用创意来帮助客户解决挑战。所以，我们如何用创意克服语言和文化差异，并以一种外国评委能够轻松理解和喜欢的方式呈现我们的想法呢？这将是我给他们的建议，或者说是我的“brief”。

Q：我们发现现在的幼狮选手们似乎很“佛系”，对于创意似乎没有那么多的热情，对此您怎么看？作为深耕行业多年的创意人，让您坚持做广告人的热忱是什么？

Young people today may not be as concerned with comparing themselves to others, but they are still passionate about creativity and innovation just like us. As industry leaders, it's important for us to connect with them and inspire them.

如今的年轻人可能不像以前那样担心与他人比较，但他们仍然像我们一样对创造力和创新充满热情。作为行业领导者，理解他们，与他们建立联系并激励他们，是非常重要的。

I love this game! I love doing it, and I love seeing fresh perspectives and out-of-the-box ideas. It’s much harder for me to play Mahjong every day.

我喜欢这个行业！我喜欢做创意，也喜欢看到大家新颖的观点和别出心裁的想法。每天打麻将对我来说要难得多。

Q：如今，广告行业面临巨大的挑战和冲击，对此您的态度是什么？

The world is constantly changing, with technology advancing and markets shifting. However, despite these changes, creativity remains at the core of our business. In the advertising industry, we are facing many challenges, but it's more important than ever to maintain a creative approach in this day and age. My suggestion is to embrace these changes and keep up with the times. As the Chinese saying goes,

'学如逆水行舟…’

世界不断变化，科技不断进步，市场不断转变。然而，尽管这些变化，创意始终是我们业务的核心。在广告行业，我们面临着许多挑战，但在当今时代创意比以往任何时候都更加重要。我的建议是接纳这些变化，与时俱进。正如中国谚语所说：“学如逆水行舟，不进则退”。