Chapter 421: Whispers of the Awards
by xennovelRight next to Baidu Zhidao’s work was Gao Solid Clean’s ‘Bite Through It’ series of ads.
Xie Bingran stared at that set of posters, lost in thought for a moment.
Xu Chen smiled and said, “What do you think? Isn’t it top-notch?”
Xie Bingran stayed silent, but she seemed deeply moved.
Xu Chen glanced up and quickly understood Xie Bingran’s state of mind.
“Bite through it and it’ll pass…”
“Be as tough as teeth…”
That was the core concept of this ad series.
His poor little desk mate probably had plenty of moments in her early years where she had to grit her teeth and persevere.
A pang of heartache hit Xu Chen, and he reached out to hold her hand.
Xie Bingran paused, then turned and said:
“You’re really something.”
Her eyes sparkled brightly.
Behind the black mask, there was likely a beautiful smile.
……
Xu Chen and Xie Bingran wandered around the exhibition hall and noticed that their college seniors were lining up to enter.
Dean Lin Ruyang and Professor Ni Zhi had just arrived.
The two teachers led a group of students, already starting to view and learn from the exhibits.
Xu Chen took Xie Bingran along, blending into the main group and following the seniors.
Dean Lin Ruyang focused on the ‘Great Wall Advertising Award’ entries.
Before starting, Professor Ni Zhi added:
“This is a rare learning opportunity, so everyone must cherish it.
The ‘Great Wall Advertising Award’ is the most authoritative and largest ad award in the country.
The works that make it into the ‘Great Wall Award’ are recognized as the best ads of their year…”
“Make sure to study them carefully.”
He glanced at Dean Lin Ruyang beside him, suddenly putting on a smile and emphasizing:
“Especially with Dean Lin here today, he can offer some analysis!
This is a golden chance, so listen closely, take notes!
If you have questions, ask Dean Lin directly!
As an honorary judge for the ‘Great Wall Award’, his guidance is something many in the industry would beg for!”
As soon as Ni Zhi finished, Senior Zhao Siting led the applause.
The other students weren’t quite sure why, but they clapped along.
Xu Chen joined in, though he couldn’t help but think:
Who knew Professor Ni Zhi could talk so smoothly in front of the ‘boss’?
Dean Lin Ruyang smiled with narrowed eyes and waved for everyone to stop.
He scanned the students and spotted Xu Chen at the back.
Lin didn’t say anything, but gave Xu Chen a look of approval and encouragement.
Probably because he finally saw Xu Chen there, thinking, ‘Better late than never.’
Since he’s here early to view the exhibits and listen, he’s still a promising young talent…
Xu Chen, a bit puzzled, nodded and smiled slightly toward Dean Lin.
……
Lin Ruyang looked around the hall and said with a smile:
“As Professor Ni mentioned, I’m an honorary judge for the ‘Great Wall Award’.
I’ve been involved in evaluating all the works you see today.”
Before he could continue, Professor Ni Zhi jumped in, repeating emphatically:
“Hearing personal comments from a ‘Great Wall Award’ honorary judge is a once-in-a-lifetime chance!
Perk up your ears and take notes!”
With that, he pulled out a small notebook from his pocket and a short pen from it.
Xu Chen: “……”
Lin Ruyang waved lightly and said with a smile:
“Coincidentally, the ‘Great Wall Award’ results haven’t been announced yet.
What you’re seeing today are all the entries.”
He glanced at the students:
“Let’s test your insight—pick out which ones might win gold…”
Ni Zhi clapped at just the right moment, exaggerating a bit as he said:
“What a great idea from Dean Lin!
It’ll challenge your skills, boost your expertise, and make today’s viewing way more fun!”
Lin Ruyang smiled, his eyes narrowing.
He waved gently again, signaling Ni Zhi to wrap it up.
……
Xie Bingran found it a bit funny and odd, glancing at Xu Chen.
Xu Chen looked embarrassed and made a meaningful face.
Basically meaning…
Our school is truly a top 985 institution.
The teachers are all talents who know just what to say…
……
The hall displayed entries for the ‘Great Wall Award’.
Like the ‘University Advertising Competition’, it has seven main categories.
In fact, the student competition draws heavily from the ‘Great Wall Award’s setup.
Unlike the first, second, and third prizes in the student event, the ‘Great Wall Award’ has gold, silver, bronze, and entry awards.
Its trophy is shaped like a winding, upward-reaching Great Wall, full of Chinese flair.
Lin Ruyang and Ni Zhi led the students through the various works.
Lin offered comments, while Ni and the students listened intently.
Whether they fully understood or not, they nodded frequently and jotted notes.
Xu Chen examined the entries and saw that most were from foreign 4A agencies, with clients mostly foreign or joint ventures.
In 2006, the ad world was dominated by foreign firms; local ones lagged in scale and creativity.
Still, academics and award circles tried to support local agencies, but most lacked strong creative skills.
Beyond that, it tied to the projects and clients they handled.
Local agencies mostly dealt with smaller inland brands and projects.
Their tastes and needs were limited, especially in creativity, focusing on results that directly boosted sales.
They ignored ads centered on branding or creative expression, creating a vicious cycle.
……
Dean Lin pointed to a work and explained simply:
“This one wins on production quality.
You can tell the ad shoot cost a lot.
Even this print set ran into the millions in production…”
Xu Chen looked over; Lin was discussing an overseas baby formula ad that used clever 3D animation to show a warm family story.
“Dean Lin, isn’t the ‘Great Wall Award’ about creativity? Why do high-budget ads have an edge?”
Lin Ruyang chuckled:
“The ‘Great Wall Award’ targets commercial, real-world ads, so it’s not just about pure creativity.
Budget and cost matter a lot.
High-budget ads excel in detail and polish.
When creativity falls short, a big budget makes up for it.
Even mediocre ideas can win over audiences and boost sales with fine production.”
He paused:
“Like many car or luxury ads…”
The students nodded thoughtfully.
……
The group moved on slowly.
Xu Chen and Xie Bingran trailed behind, just browsing.
Xu Chen checked the time, thinking it was good they were at the back—easy to slip away for lunch.
……
“You’ve all seen this ‘Afraid of Getting Heated’ ad.
It’s been a major hit this year…”
Lin Ruyang’s voice came from up front.
Xu Chen smiled wryly—they’d reached the Wang Laoshun exhibit.
“Young Xu” edged closer to check his own work.
Chen Xinyi from Jiaduobao had submitted it, so Xu Chen hadn’t reviewed the files closely.
He skimmed it and saw she’d entered it under ‘Integrated Marketing’.
That meant not just the slogan, but the whole market, promotion, and distribution strategy as a package.
It made perfect sense.
After all, Wang Laoshun’s success wasn’t from one slogan alone.
Lin Ruyang said cheerfully:
“Let’s test you—what makes the ‘Afraid of Getting Heated’ theme so effective?
Why is it so memorable and sales-boosting?”
The students pondered briefly, and some eager ones jumped in to impress.
“Everyone deals with getting heated in daily life, so there’s a clear need.
No drink had tied into that before!
Wang Laoshun linked it, so people buy it when they feel overheated…”
“And that ‘afraid’ word is smart—it’s about prevention, so you can drink it anytime…”
“Plus, it dodges any efficacy claims, skirting ad regulations.”
“Other drinks push taste, but Wang Laoshun goes for a common function—that’s brilliant!”
……
Xu Chen listened a bit and thought his seniors had solid insights.
They hit key communication strategies.
Lin Ruyang nodded with a smile:
“Spot on! All excellent points!”
He paused:
“Underneath it all is a ‘positioning’ strategy.”
“Positioning?”
Lin Ruyang: “Positioning the product, the market, the function, the users…”
Then, Dean Lin went on at length, drawing from various sources.
The students listened in awe, scrambling to note it down.
Xu Chen, hanging back, was totally floored.
Who knew a simple slogan could tie into so much ad theory!
Dean Lin Ruyang really was the master of persuasion in the college!
……
The group wandered another half-loop.
Xu Chen was getting a bit dizzy from all the talk.
He glanced at the time and grinned at Xie Bingran beside him.
“What’s up?” Xie Bingran whispered.
Xu Chen chuckled:
“Time to skip out for food—scoped out a great buffet nearby last night.
Bing Ge will love it!”
Behind the black mask, Bing Ge flashed a mischievous smile:
“Aren’t you the good student? Skipping class too?”
Xu Chen joked, “Picked it up from hanging with Bing Ge!”
……
Bing Ge was clearly a pro at ditching.
She waited until the teachers weren’t looking, then pulled Xu Chen down low.
They slipped out quickly, hidden by the crowd, heading for the exit.
Xu Chen followed her, feeling thrilled.
Skipping with Bing Ge was kind of exhilarating!
He should’ve done this back in middle and high school!
……
……
Outside Kun City International Convention Center, Bing Ge pulled down her big mask, revealing her pretty face.
She seemed relieved to breathe in the cool, clean Kun City air.
Xu Chen grabbed Xie Bingran’s hand and dashed toward the parking lot…
They jumped in the car, doors slamming shut with a bang.
Xie Bingran was buckling up when Xu Chen leaned in suddenly.
“What are you doing?”
“Your lips look so tempting—let me have a taste…”
“……”
“Please, Bing Ge, I’m dying to!”
……
“Keep your hands to yourself!”
……
……
The hotel Xu Chen picked was Kun City’s best buffet spot.
It rivaled five-star places in Shanghai or Yangcheng—fresh ingredients and local Yunnan-Guizhou Plateau specialties.
At the window table for two.
The ‘Sanqi Steamed Chicken’ was incredibly fresh; Xu Chen had already polished off two bowls.
The little rich girl chewed on a piece of chicken mushroom, seeming to love the local fungi.
Xie Bingran ate while checking messages on her phone.
Xu Chen felt a twinge of suspicion:
“Messaging Su Rong again?”
Xie Bingran smirked defiantly: “Yeah, I really like Su Rong.”
“……”
……
While Xu Chen and Xie Bingran enjoyed their feast, the seniors were still starving and listening to Dean Lin’s lecture.
Lin Ruyang stood with hands behind his back, breaking down the ‘Great Wall Award’ entries, clearly loving it.
Professor Ni Zhi kept up the praise, keeping Lin in the zone.
Lin engaged the top students, making it interactive and fun.
When he hit a toothpaste ad, he narrowed his eyes and said:
“Let’s see if you can figure out the creative thinking behind this one?”
A couple of eager students were ready, but Lin added:
“What about you, Xu Chen? Haven’t heard from our ‘national first-prize winner’ today.
Share your thoughts to keep improving…”
Professor Ni Zhi quickly scanned around, thinking, ‘Oh no.’
……
……”