BEIJING, 29 April 2010 – Yanyan Yang, Group Creative Director of OgilvyOne China, was the first Creative Director from mainland China selected by One Show organizers to judge One Show Interactive.
Now in its 13th year, One Show Interactive, a competition within The One Show Festival, celebrates the ever-expanding realm of online and interactive work and awards the year’s best websites, online videos, mobile applications, branded games and more.
Speaking about her experience and what she learned from being a One Show judge, Yanyan Yang said that she’d like to share a couple tips for producing award-winning work with her creative peers in China and Asia.
“One thing that left an impression and really inspired me was seeing great work that truly reflected the distinct styles and local flavors of the countries and cultures they were from. This is something that we can learn from in China. Rather than try to create something that looks 'international,' we should embrace and create a distinctly Chinese aesthetic and style. Judges really appreciate that,” said Yang.
“After spending four days viewing the best digital and cyber work from around the world, I realized that often in China our ideas can be too practical or serious. To take our creative to the next level, we should find opportunities to make it more whimsical and lighthearted. Our work should make people smile,” Yang added.
Yang has more than a decade of experience in the interactive field. Since joining Ogilvy in 1998, Yang has served a notable roster of Chinese and multinational clients including Audi, China Mobile, Motorola, Nokia, IBM, Unilever, Johnson & Johnson, Bank of China, Lenovo and Levi’s among others.
Yang has also been the recipient of a number of accolades in local, regional and international award shows including One Show, Cannes Lions China 4A, DM Asia and AdFest.
Thirteen entries from mainland China, 11 of which are from OgilvyOne, have been named as finalists in this year’s One Show Interactive competition. Winners will be announced May 14 in New York City, USA.
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About OgilvyOne Worldwide
OgilvyOne Worldwide is the strongest, most experienced and most highly awarded one-to-one marketing network in the world, with over 130 offices in 50 countries. It provides clients with a full range of direct, consulting and interactive services to deliver profitable customer relationships. The roster of clients is equally balanced between global clients including American Express, Cisco, DHL, IBM, Lenovo, Nestlé, SAP and Unilever, and leading clients in our local markets. OgilvyOne Worldwide is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY).
About One Show
One Show sets the industry standard for creative excellence by featuring and celebrating the year's best work in print, television, radio, outdoor, innovative media and marketing, and integrated branding.
One Show website: http://www.enteroneshow.org/