The 4th Beijing International Public Welfare Advertising Conference "Master Feast" was held in Beijing

The master feast, the creativity is unlimited. On the afternoon of August 9th, the theme event of the "Masters Feast" of the Fourth Beijing International Public Welfare Advertising Conference in 2022 was held in Shougang Garden, Beijing. The "Masters Feast" event aims to use public welfare actions as the context, focusing on topics of global attention, invite senior domestic and foreign advertisers to focus on domestic and foreign public welfare advertising activities, share creative empowerment, and explore the economic and social development of public welfare actions for economic and social development. Promote the role of promoting and help to realize the beautiful world of "avenue, the world is the public". The event was chaired by Huang Shengmin, the curator of the China Advertising Museum and a professor at the Communication University of China.

Yang Peili, deputy director of the Beijing Radio and Television Bureau, attended the event and delivered a speech. In her speech, she affirmed the positive role of the Beijing International Public Welfare Advertising Conference in building a new business card for Beijing culture and promoting international exchanges. In particular, the "Master Feast" event gathered at home and abroad creative masters, shared new ideas of creative ideas, led new concepts of public welfare, so that to make the concept of public welfare, so that The professional authority, industry influence and international influence of the conference have been continuously improved. The Beijing Radio and Television Bureau will continue to be committed to the construction of high -efficiency and intelligent new audience service system with the characteristics of the capital, promote the development of the capital in the new era, and promote in -depth exchanges of international public welfare communication.

The guests who participated in the "Masters Feast" conducted in -depth elaboration on topics such as the theory, creativity, and brand building, production identity of public welfare advertisements in the new era, and provided ideas and inspiration for the high -quality development of China's public welfare advertising in the new era.

At last year's "Masters' Feast", Ding Junjie, Dean of the School of Advertising at the Communication University of China, interpreted the "Yigong" of China's public welfare advertisements " The principles and logic of nature and people's supremacy. After a year, Dean Ding Junjie further explained the logic and principles of public welfare advertisements with the "Base and Principles of Logic: The Base and Principles of Logic". In the governance of life and state, public welfare advertising creation must have a logical relationship and reasonable foundation. It cannot be taught but must have an enlightenment effect. The fundamental purpose of public welfare advertisements and communication is Yigong, not for "eyeballs", so the creation of "title party" and "publicity" is not desirable. The conclusions in public welfare advertisements are obtained by the audience, not expressed by public welfare advertisements. At the same time, Dean Ding emphasized that "lofty means that the aesthetics cannot be aesthetically dwarfed because of the nobleness of public welfare communication content."

Yang Yanyan, executive director of Ogilvy Beijing Group, said in his speech that the pain point of society is the target of creativity. We need to redefine social responsibilities from a business perspective, promote the sustainable development of public welfare with the power of business innovation, and use business to help public welfare creation to create creation. Sustainable value, use innovation to stimulate goodwill, and continue to promote the world to be better.

Paul Chan (Paul Chen), the chief creative officer of Geor Advertising Hong Kong, communicates through videos, and focuses on the concept of game design that can also adhere to the concept of creativity and good. Can spread the concept of public welfare to the game group more effectively.

Xue Zhendian, chief creative officer of Yunzhong Internet Culture Media Co., Ltd., spoke around "Number to Shan Public Welfare". He said that public welfare digitization is like a flowing digital network that allows everyone's public welfare philosophy and sense of responsibility. Wake up the sense of public welfare with empathy and achieve the issue of issues with creativity. Digital technology blessings will promote the dailyization of public welfare, so that public welfare projects will be seen in real time, instant decisions, and instant actions, creating group benefits to a greater extent, and creativity+technology empowerment Charity will also become normal. Xue Zhendian also said that changing creativity into solutions can enhance the effectiveness and long effect of public welfare, stimulate cultural and social changes, and promote sustainable development of public welfare.

Chen Liyun, the chief creative officer of Edman China, introduced the Edman Trust Survey Report in his speech. She said that when the brand takes action on social issues, the possibility of customers purchased is 4 times; 62%of generations Z generation Interviewees also hope to cooperate with the brand to pay attention to social issues; more enterprises and brands have begun to use public welfare as a development business and how to interact with people.

Chen Zhenchang, a senior creative director of the Creative China Creative China, believes that public welfare advertising is a carrier for enterprises or social groups to clarify its social responsibility, which can convey people's accurate understanding of values ​​and behavioral standards and "manufacture identification". The advent of the digital era makes public welfare advertisements more interesting ways to stimulate interaction and "manufacture identification." Chen Zhenchang also illustrates the public welfare communication effect of public welfare advertisements through classic public welfare advertisements such as "lucky ticket", "care label", "refueling China". He pointed out that no matter how rapid the times develop, no matter how the media tools change, public welfare advertisements are developing and guiding people to accept new public welfare concepts in the process of "manufacturing identification".

It is reported that in order to strengthen the communication and cooperation between the Beijing International Public Welfare Advertising Conference and the cultural and creative industry of Guangdong, Hong Kong and Macao, this conference will continue to set up the "Masters Feast" Hong Kong and Macau branch venues to actively promote the long -term development of public welfare advertising.

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