Chongqing- From December 21 to December 23, 2022, Changan Auto will present awards to the winning teams in the 2022 "Create the Boundless" Youth Creative Contest, which was held at the China International Advertising Festival in Xiamen.
From December 21 to December 23, 2022, Changan Auto will present awards to the winning teams in the 2022 "Create the Boundless" Youth Creative Contest. (Photo/ Changan Auto)
At the contest, Changan Auto invites college students to contribute to their brand rejuvenation strategy. With the theme of "creating the future," the competition will be held in six divisions, including print advertising, short videos, cartoon stories, cultural and creative design, industrial design (concept), and industrial design (car week products).
The contest has attracted the participation of college students at home and abroad. Among them, 1,828 pieces of work were submitted by overseas institutions like Hongik University from Korea and Yokohama Design College from Japan. The number of creative works collected this year has increased by 127% compared with 2021, and the award-winning works have generally reached the commercial level.
During the event, the company communicated online and offline with young college students. Over the past two months, Changan Auto, with 25 propositions and 26 famous lecturers, opened 13 live classes online, attracting about 220 thousand people to watch.
At the same time, the company went to Renmin University of China, Jinan University, Chongqing Jiaotong University, etc., to communicate with students about proposition needs.
"The infinite creativity of young people will build a rich treasure house of young content for Changan Auto," said a representative of Changan Auto. "Changan has built a bridge between young aesthetics and consumption innovation by integrating brand and creativity, blending social responsibility and young strategy, and has outlined the young development path of automobile brands using competition."
He also said that brand rejuvenation should not stay on a superficial level. The real brand rejuvenation is to allow young people to identify with the brand values.
Therefore, Changan should explore young groups from cultural concepts, daily life, and other aspects. The company will continue to work hard on the national youth creative platform to provide a stage for more young students with ideas to shine.
(Tan Jingyue, as an intern, also contributed to this report.)