Chapter 269: Campus Connections

By around 9 PM, everyone finally returned to school safely.

Min Siyang and Huo Dashan felt a huge weight lift off their shoulders, letting out long sighs of relief.

Most of the classmates still had no idea what really happened; they chatted and laughed, said their goodbyes, then headed back to the classroom in groups.

Xu Chen got out of the car and said to Zhao Kai:

“Park it on the side of the road; I’ll be back in a minute.”

Without waiting for Zhao Kai’s response, he turned and walked away.

Zhao Kai thought Xu Chen might still need the car, so he waited by the roadside for a bit.

He stuck his left hand out the window and waved to those behind.

The seven following taxis then turned around and drove off…

A short while later, Xu Chen returned carrying a box.

Zhao Kai quickly got out to help with the box.

Xu Chen said, “This box of cigarettes is for you and your brothers to share!”

Zhao Kai glanced down at it:

“Xu Chen, these cigarettes are too expensive… I can’t accept them!

Besides, helping you was just what I had to do!”

Xu Chen smiled and said, “Last time I saw you, I didn’t have any ready, so I should have brought some from home.

Without you and your brothers today, my classmates might have been stuck at the dock overnight…

Don’t be polite with me.”

Zhao Kai looked grateful but cheerfully took the box of fine cigarettes:

“Xu Chen! If you need anything in the future, just call me.

But I won’t dare take anything from you again…”

Xu Chen chuckled and replied:

“Go ahead and get back to your business; I don’t want to keep you from it.”

Zhao Kai grinned in his straightforward way, put the box in the trunk, said goodbye to Xu Chen, then drove off.

After spending time with Li Rui, Zhao Feng, and the others, Xu Chen had gotten to know the nature of these brothers.

In a situation like today’s, offering money or cab fare directly would just feel awkward and out of place.

Giving a few packs of good cigarettes was the perfect touch.

…

Xu Chen checked the time and headed to the office to work on the proposal.

“Xu Chen!” A female voice called from behind; turning around, he saw Min Siyang and Huo Dashan approaching.

It turned out the two had been waiting nearby all along.

Huo Dashan looked at Xu Chen, his expression a bit awkward:

“Xu Chen, thank you so much!”

Xu Chen smiled: “No problem; I just didn’t want to spend the night at the dock, and I happen to know them.”

Huo Dashan: “How much did you pay those drivers? And what about the cigarettes just now…”

Xu Chen: “Don’t worry about it; that’s on me.”

Huo Dashan hesitated but didn’t know how to continue.

Min Siyang thought for a moment and said:

“Huo Dashan and I will contact the travel agency tomorrow to get the bus fee back and then reimburse you.”

Xu Chen replied: “Don’t bother with that; consider it a way to avoid further trouble.”

He was mainly worried that Min Siyang and Huo Dashan might clash with the travel agency and end up getting bullied again.

Besides, Xu Chen didn’t have the energy to deal with it himself.

Min Siyang: “Don’t worry; we’ll just handle it over the phone or online, nothing that could cause us more problems.”

She paused and added: “We might not get all the money back, but whatever we do, we’ll give it to you.

It can cover the cab fare…”

Xu Chen: “Sounds good! Money’s not the big thing; as long as everyone’s safe, that’s what matters.”

Min Siyang: “Are you still hungry? Huo Dashan and I can treat you to a meal.”

Xu Chen smiled but got straight to the point:

“I’m really not hungry.

I’ve got some things to handle tonight. We’re in the same class and see each other every day, so we can catch up later.”

Min Siyang: “Alright then.”

Xu Chen suddenly remembered something:

“I need to take a couple of days off next Tuesday and Wednesday.

And probably a few more around the 15th…

The homeroom teacher said to just report it to the class monitor.”

Min Siyang: “No problem. Once you confirm the dates, just send me a message, and I’ll handle it with the college.”

Xu Chen: “Thanks a lot, Class Monitor!”

Min Siyang laughed: “We should be thanking you, little President Xu, Boss Xu!”

…

…

At East Morning Star Advertising’s office.

Xu Chen poured a glass of red wine and started typing up the proposal he’d outlined during the day.

He opened a document and thought for a moment.

Then he typed out a few key lines:

[Life’s hardships pass if you just grit your teeth…]

[Live as strong as your teeth…]

[Gao Solid Clean ‘Solid Teeth Toothpaste’…]

These three lines were the creative concept he’d captured earlier for ‘Gao Solid Clean Solid Teeth Toothpaste’.

For this ad competition, the Gao Solid Clean topic focused on a new ‘Solid Teeth Toothpaste’.

The task was to create a set of print ads that convey the core selling point of ‘making teeth stronger’.

There are many ways to express the creative form.

But to win an award, they couldn’t use overly conventional methods, like simple ads just showing ‘strong teeth’.

The concept of ‘grit your teeth and it’ll pass’ and ‘live as strong as your teeth’ used a more unconventional approach.

In real ad production, such creative methods aren’t common and usually aren’t chosen by clients.

Because many consumers wouldn’t get it, and it doesn’t directly highlight product features like the elements that strengthen teeth or the latest biotech…

However, for an ad competition aimed at awards, this unconventional thinking is ideal.

Judges love that sort of thing.

The ad industry has a strong ‘creative element’.

You can compare it to movies.

At major European film festivals, the winners are often dull art films with no box office success.

In creative ad competitions, the big winners are usually tricky ideas that might not fully click with everyday consumers…

Meanwhile, Xu Chen’s chosen direction matched the head judge’s preferred creative style.

In his book ‘Creativity and Innovative Thinking’, he proposed a ‘transcendence of nature’ technique, which is basically the underlying logic of Xu Chen’s idea.

Xu Chen created this way to play to their preferences.

…

Solid Teeth Toothpaste needs to show teeth ‘strength’.

In this concept, it connects teeth ‘strength’ with life’s ‘resilience’.

The core idea is ‘live as strong as your teeth’.

The main slogan ‘grit your teeth and it’ll pass’ expresses a resilient life attitude while tying into ‘gritting teeth’ to show teeth strength.

…

Xu Chen typed away rapidly, expanding this core concept into ‘three stories’, or three ‘print ads’.

What truly moves people are real people and stories, not preachy big lessons.

The same goes for ads.

Based on the ‘live as strong as your teeth’ concept, Xu Chen developed three story characters…

Three protagonists facing life’s challenges, needing to ‘live as strong as your teeth’, form the three print creative drafts:

First, a middle-aged man down on his luck after losing his job.

[Day 127 of unemployment: Only ate one meal today, rent due tomorrow…]

[It’s nothing; just grit your teeth and it’ll pass…]

[Live as strong as your teeth! Gao Solid Clean – Solid Teeth Toothpaste]

Second, a child who lost their home.

[My home’s gone; I’m going to grandma’s. Mom says…]

[It’s nothing; just grit your teeth and it’ll pass…]

[Live as strong as your teeth! Gao Solid Clean – Solid Teeth Toothpaste]

Third, a father who lost his child in old age.

[A white-haired parent burying a black-haired one at 74, stepping up again…]

[It’s nothing; just grit your teeth and it’ll pass…]

[Live as strong as your teeth! Gao Solid Clean – Solid Teeth Toothpaste]

…

The choice of these three characters had multiple considerations; it wasn’t just random.

Xu Chen had thought through all the angles.

Since he was doing it, he aimed for foolproof results.

Next, he’d get Sun Aimi to help turn it into print drafts.

…

Though this is a national college competition, the participants are just university students—how professional can they be?

Xu Chen’s drafts already have a standout concept, plus a professional designer’s touch…

Winning is practically guaranteed.

Add in his understanding of the judges’ tastes and references to past winners, and it’s a sure deal.

…

Xu Chen reined in his smug thoughts and logged into MSN.

He planned to leave a message for Sun Aimi but saw that Teacher Aimi was still online.

Xu Chen: [Teacher Aimi, you’re still on? I need to ask you something!]

Sun Aimi: [Go ahead, Teacher Xu!]

Xu Chen: [I mentioned before, I have a few drafts that need turning into print versions.]

Sun Aimi: [No problem! Send them over, and I’ll take a look.]

Xu Chen: [Hold on, I’ll send it online, then we can chat over the phone!]

Sun Aimi: [Okay, give me a second to find a meeting room!]

Xu Chen: [You’re still at the company this late?]

Sun Aimi: [Not really working; just killing time here…]

…

Xu Chen sent the creative document over and waited a bit before calling.

He was upfront, telling her it was for a competition.

As someone in the ad industry, Sun Aimi instantly got that it was an ‘award-seeking draft’.

These ‘award drafts’ are usually highly creative but not very practical.

They’re what ad creators use for awards or just for their own satisfaction.

Xu Chen explained the concept over the phone and detailed the visual requirements.

Sun Aimi listened carefully, staying silent on her end.

Once Xu Chen finished, Sun Aimi paused before saying:

“This concept is really well done!”