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"As the only Awards focused exclusively on the field of video advertising and marketing, the Golden Lion International Advertising Awards are devoted to adding commercial value, exploring the future of film and television, and contributing to the internationalization and rapid development of China's advertising industry."
On the evening of July 21st, the 2020 Golden Lion International Advertising Film Awards Ceremony was held as a live event at the Shanghai Sunning Bellagio Hotel. The ceremony adopted "offline + online” components to bring together the live awarding of most of the prizes with complementary online activities. The official live broadcasts VPHOTO and BiliBili allowed for the simultaneous broadcast through two different channels, with Inspiration app as the official online voting channel for some of the awards. Brand owners, advertising agencies, production companies, post-production companies, MCNs, KOLs, film and television advertising creators and other industry professionals from all over the world attended the event, representing the highest levels of the industry and honoring the best in video advertising produced during 2019.
The 2020 Golden Lion Awards also introduced and innovative platform during the live broadcast, the “Golden Lions Engage” interview series, a new accompanying video event launched for this year’s edition.
"Golden Lions Engage" is the product of a partnership with the Luoxin Shufang Public Welfare Exchange Center to create a new interactive experience, using social media and the language of the trendiest new online platforms to share the ideas and goals behind the Golden Lions, giving a chance to the best creatives to tell the behind-the-scenes stories of their outstanding advertising pieces, and discussing the newest and most successful strategies employed by modern advertisers. TVCBOOK’s CEO Li Dian, RNG E-sports Club chief producer Liu Ying, Zhangjiagang City’s Media Center deputy director Sun Qinmin, Ruhan's KOL Baojiansao, Jiangsu Satellite TV Production Center creative director Chen Majun and director Lan Xiaowei, Tencent’s Interactive Entertainment brand manager Yu Yanhao and Millennium Media’s director Zhao Yuan, as well as the Directors Liao Yiyuan, Ding Yuchen and other ten guests were invited into the live broadcast room and shared the stories behind eight amazing advertising works with our anchor Luo Xin. They are RNG Electronics. Athletics Club-"Fighting War", Durex-"One Step Forward", "My Heart Flies", "Singapore vlog-Visiting Asia's Largest R&D Center", Jiangsu Satellite TV-"Golden Fishing" promotional video, China UnionPay’s -"Pu "Jie's Winter" and "Datang Mobei's Last Transfer", Tencent Chess-"Thirty", jointly witnessed the improvement of local creativity. Expect more diversified advertising videos/marketing videos to be born in 2020.
Director Liao Yiyuan, the winner of the 2020 Golden Lion Award "Best Director" Gold Award, participated in the live broadcast
Shen Hong, Vice President of Shanghai Advertising Association, Dai Minggang, Vice President of Shanghai Advertising Association and Deputy General Manager of China Advertising Creative Industry Base Development Co., Ltd., Lu Peikang, President of "China Advertising" Magazine, Director of China Advertising Association - Film and Television Advertising Branch, Golden Lion International Advertising Awards founder Wang Siyuan, 2020 Golden Lion International Advertising Film Awards Jury President and McCann Chief Creative Officer for China Sheena Zheng, Secretary General of Hunan Advertising Association Gu Xiang, Secretary General of Jiangsu Advertising Association Yuan Jianyang, China Film and Television Association Zhang Jicheng, Secretary-General of Advertising Branch, Xu Youjie, Vice President of Communications and Public Relations of P&G Greater China, Gong Zhongrui, Deputy General Manager of China UnionPay Planning Department, Chen Yan, Chief Strategy Officer and Professional Partner of Focus Media Group, Yang Liang, General Manager of BiliBili Marketing Department, You Li Dian, CEO of Seeyunji Technology Co., Ltd., Wang Yanzhe, CMO of Ushiyunji Technology Co., Ltd., Wang Feng, CMO of Migu New Media, Coocaa Networks CEO Assistant/Brand Director (Skyworth Brand Director) Xing Yan, Gongli World IP Product Director Yang Xi , Qian Jun, founder and CEO of Media 360, Guo Weizhong, co-founder and vice president of Jiemian News, and Shen Juan, vice president of the new list, attended and served as award-giving guests.
Mr. Shen Hong, Vice President of the Shanghai Advertising Association, said in his opening remarks that “The Golden Lion International Advertising Awards truly reflect that video advertising is now more relevant than ever and their promotion is important to showcase the improvement of the overall level of video advertising in China and its rising standing in world. I believe that the partnership that was created this year between 2020 Golden Lion Awards and the Shanghai International Advertising Festival will surely be the best way to promote Chinese advertising worldwide and will play an important role as the best platform for the world to understand the Chinese advertising industry.”
Mr. Shen Hong, Vice President of Shanghai Advertising Association, delivered the opening remarks of the ceremony.
With the development of new forms of marketing during the social media era, innovative ideas are becoming more and more valuable. Mr. Lu Peikang, president of "China Advertising" magazine, looked back at the development of the advertising industry during the ceremony and emphasized this point by remarking that “As technology becomes more powerful, high-quality film and television advertising works must be a perfect combination of creativity, technology and art. The Golden Lion Awards have always focused on the commercial value of the work itself. I believe that with creativity as the foundation and technology as the ruler on top, professionalism in the industry can not only improve but adjust to any circumstances. The Golden Lion Awards will surely help our industry to move towards internationalization and fulfill its mission to contribute to the times in which we live.”
Mr. Lu Peikang, President of "China Advertising" magazine.
This year, the epidemic has caused many changes within the industry, some of them by allowing it to discover new possibilities for advertising and marketing that were previously unheard of.
Affected by the epidemic, the film and television advertising industry has been faced with unprecedented challenges. To this, Mr. Wang Siyuan, director of the China Broadcasting Association - Film and Television Advertising Branch, and founder of the Golden Lion Awards, had to say during the ceremony that “Although the impact of the epidemic has dealt a big blow to most advertisers, nevertheless, we have also seen some really high-quality projects in film and television advertising that have seized the opportunity and managed to stand out. At moments such as the epidemic, the industry can only move forward if it manages to find uniqueness and turn it into a competitive advantage.”
Mr. River Wong, director of the China Broadcasting Association - Film and Television Advertising Branch and founder of the Golden Lion Awards.
Times are changing, and the Golden Lion Awards are constantly innovating
In 2020, the awards received a total of 1,064 submissions from all over the world, setting a record not only for the highest number of entries so far, but also for the best quality overall among the pieces sent in.
As a newly upgraded international award for this year’s edition, the Golden Lions offer a window to the world to check out what’s happening in the advertising scene in China. The Golden Lions also pay attention to the newest developments that allow technology and marketing to come together, showcasing how advantages such as the adoption of 5G network technology has made it possible to award new social media-based advertising genres such as vlog advertising, as well as other new media such as VR advertising, interactive video advertising and product placement on web-only shows. There are other 13 categories that award the encounter between technology and marketing, including different kinds of product placement and advertising for digital products and services.
It is worth noting that this year for the first time some of the categories were declared deserted while others won multiple awards on different categories or “doubly gilded”, for their excellence. This is the result of several discussions among the juries, who decided that from this year on the selection and reviewing process should become more stringent in order to reward only those pieces that are truly unique and creative.
With its extraordinary significance to the advertising industry, China UnionPay's ad "Winter of Buji" won the "Best Director" Golden award as well as the "Jury Prize." Sheena Zheng, the president of the jury and the chief creative officer of McCann China, said when talking about this year's grand winner that “forms of expression that have disappeared may be brought to life through advertising as well. Good advertising lies in the expression of universal emotions and values, and also in the integration of a certain outlook on life with artistic value. These universal emotions and values go well beyond national boundaries and can be experienced with the heart.”
Sheena Zheng, president of the jury for the 2020 Golden Lion Awards and chief creative officer of McCann China.
Highlights of the 2020 Golden Lion International Advertising Awards
A group photo featuring Yang Liang, general manager of the marketing department of BiliBili, and winner of the "Best Visual Effects" Golden award.
The 2020 Golden Award winner for "Best Visual Effects" was the spot titled "Transphere" by Juice, a post-production company from Poland. This work tells a love story that transcends time and space. The superb use of CG and the expressive use of the visuals left a deep impression on the juries that recognized it as a very unique advertising video. The Golden Lions also attracted the participation of several other outstanding creative teams from all over the world, including companies such as MPC, FABLEfx, Tomer Biran Audio Artists Ltd., and production NALBAL. Some of the winning pieces were produced overseas, indicating that the Golden Lions are gradually becoming a well-known award internationally. In the future, the awards expect that more and more outstanding creative people from abroad will compete on the same stage with local talent, showcasing the industry’s changes in style and attitude, allowing the world see China’s creativity and development.
"Best Actor" Silver award winner Zeng Shunxi
After Zeng Shunxi won the silver award for "Best Actor", he said: “Tencent Games’ ad "Thirty" is very different from the brand’s previous campaigns, telling a very new kind of story and exploring novel themes. In just 9 or 10 minutes, the film manages to a complete story so that the audience can feel the warmth of the family affection that is portrayed, something which also was very demanding for an actor. I am very thankful for having been a part of "Thirty", and I hope I can bring more quality work to these Awards in the future.”
Sheena Zheng and director Mai Zi talk about the rise of female creative power in China
Director Mai Zi won the "Best New Director" Bronze Award for the Huawei "Elephant" advertising film. When discussing with the jury president Sheena Zheng on the stage, she said that “In the entire creative scene, less than 15% of all female personnel are female, and female directors are even rarer.” When asked whether she encountered any setbacks during the creative process, Mai Zi thanked the advertising platform for giving space and attention to independent creators. She added that in an industry that is supposed to be about making dreams come true, “I am also fortunate to have the support of outstanding senior peers inside the industry, who are encouraging women to bravely pursue their goals.”
*[Audience Choice Award]
The “Audience Choice” award was selected via online voting by an unprecedented participation since it was announced on June 1st. Everyone competed to help their favorite work become the "Golden Lions’ Popularity King". As of July 21, before the ceremony began, the total number of votes received for this event was 2.5 million. The Golden Lion Awards Organizing Committee, upholding the principles of transparency and fairness, awarded six Audience Choice Awards, including one Gold, two Silver and three Bronze statuettes, according to the audience's enthusiasm.
“Adding value to brands and exploring the future of video advertising." As an innovative and professional advertising film and television award selection, the Golden Lion Awards not only summarize the most important developments in the previous year’s creativity and production, but most importantly, remind brands and advertisers of the incredible amount of talent at their disposal and point out the direction to which Chinese advertising is going. On one hand, the Awards paint a clear picture of what the Chinese advertising landscape looks like today while reflecting the exciting changes taking place in it. On the other, they promote the improvement of the overall level of Chinese advertising, cementing their reputation as a truly professional, fair and authoritative awards show, which can truly influence and bring change within the market.
The 2020 Golden Lion International Advertising Awards came to an end on the evening of July 21 in Shanghai. The awards are very thankful to the outstanding creators for sharing their creativity. We look forward to the "Oscars" of the Chinese advertising industry next year and hope to receive even more amazing submissions and to keep surpassing ourselves each year, contributing to shape a more diverse and international atmosphere, leading the development of our industry, and discovering new trends.