1. 'Twin Sister of Olympic' brilliantly leveraged the resemblance between Chinese celebrity Lu Yu and the Paris Olympics logo. How did you first notice this similarity, and at what point did you realise it could become a powerful marketing opportunity for Yili?

'Twin Sister of Olympic' 妙地利用了中国名人鲁豫与巴黎奥运会标志之间的相似性。您是如何首先注意到这种相似性的，又是在什么时候意识到这可能成为伊利强有力的营销机会？

Xu Han: Actually, this wasn't our original discovery. As early as two years ago when Paris launched the Olympic logo, Chinese netizens had already begun discussing how much it resembled Lu Yu, and it became a hot topic at the time. When the Yili client approached us seeking brand exposure during the Olympic period, we immediately knew this was the perfect opportunity. The connection between the Paris Olympics and Ms. Lu Yu had already become a widely recognised consensus among netizens. Our role was simply to transform this online joke into reality, which we were confident would naturally set the internet ablaze.

韩旭: 实际上，这并非我们自己的发现，早在巴黎奥运2年前发布奥运logo时，中国的网友就已经开始讨论巴黎奥运的logo太像鲁豫，还成为了当时的热门话题。当伊利客户找到我们，并希望能获得在奥运期间的品牌曝光时，我们就知道这个机会来了，因为巴黎奥运与鲁豫女士的关联已经建立了广大网友的共识，此时我们只需要将网友的玩笑玩成真的，自然会引爆互联网.

2. This is quite a bold idea. How did you convince your client that this would work?

这是一个相当大胆的想法。您是如何说服客户相信这会奏效的？

Xu Han: Initially, the client wasn't convinced by this "joke." While they found it amusing, it represented a significant challenge for them. There was no precedent for such an approach, and the biggest obstacle was how to persuade Ms. Lu Yu to participate. However, as the Olympics drew closer, we observed influencers from various fields in China further amplifying this topic. This led the client to decide to test whether this opportunity was truly viable. The result, as you saw, was that Ms. Lu Yu embraced this "joke."

韩旭: 一开始客户并没有买单这个“玩笑”，他们虽然也觉得很有趣，但是对客户来说是一个巨大的挑战，首先这并没有先例，与此同时最大的挑战是如何能说服鲁豫女士。但当奥运越来越近，我们也发现了一些中国不同领域的名人也推波助澜了这个话题，所以客户决定尝试一下是否真的有这个机会，结果如您看到的，鲁豫女士接受了这个“笑话” 。

3. How does this campaign reflect broader trends in Chinese advertising, particularly around cultural hijacking and moment marketing?

这个活动如何反映中国广告业的更广泛趋势，特别是在文化劫持和时刻营销方面？

Tingting Zhang: Chinese brands have always been quite flexible in engaging in such marketing. The real new trend is that even some traditional big brands have started to venture into this field. They no longer position themselves as distant and authoritative voices, but instead are immersing themselves in the everyday context of consumers, trying to engage in equal, even accommodating, conversations. There’s an interesting term in Chinese marketing called “advice-based marketing” (听劝式营销), which refers to brands paying attention to user suggestions about their products or marketing efforts, taking those suggestions into account to drive brand actions, and thus reaping the benefits in terms of increased user goodwill.

张亭亭: 中国的品牌一直很灵活地在做此类营销。真正的新趋势是一些传统的大品牌也开始涉足此领域，不再高高在上自说自话，而是投入到消费者的日常语境里，尝试发生平等甚至迎合的对话。中国营销领域有个有意思的词叫“听劝式营销”，指的是品牌关注到用户对于产品或营销的建议，听从建议作出品牌行动，并因此在获取用户好感度上尝到了甜头。

4. Why did you prioritise entering 'Twin Sister of Olympic' into Spikes Asia?

为什么您优先考虑将 'Twin Sister of Olympic' 参加 Spikes Asia？

Xu Han: As a Chinese creative piece, Spikes Asia shares much of our cultural context and background. We believe Spikes Asia judges inherently understand the nuances and humor embedded in our creative work. Simultaneously, recognition here would help us expand our influence beyond the APAC region.

韩旭: 作为中国的创意内容，Spikes Asia与我们有很多相同的语境和文化背景， 所以我们认为 Spikes Asia 更懂我们创意所表达的内容和趣味性。 同时，也会帮助我们走出亚太地区形成更大的影响力。

Tingting Zhang: This is a very simple idea: when you place the avatar and the logo together, no matter which country the judges are from, they can instantly understand it with just a glance.

张亭亭: 这是个很简单的idea，当你把头像和logo放在一起时，不管来自哪个国家的评委都能看一眼就明白。

5. What does winning a Spike for the first time mean to you, especially as an independent agency?

首次获得 Spike 奖项对您意味着什么，特别是作为一家独立代理公司？

Xu Han: For us, it signifies that even as an independent agency, we can execute our work with international perspective and standards. This achievement reinforces our commitment to pursuing higher requirements and goals for our creative output.

韩旭: (这个奖项）对于我们来说意味着，虽然我们是一家独立代理公司，但我们可以带着国际视野和标准进行我们的工作，让我们对于作品有着更高的要求和目标。

Tingting Zhang: As a small team, we don’t have the resources of big companies, but this award proves the power of creativity and passion. This honour reassures us that we’re on the right creative path.

张亭亭: 作为一个小团队，我们没有大公司的资源，但这次获奖证明了创意和热情的力量。这份荣誉让我们相信我们走在正确的创意之路上。

6. Having entered the Awards over the last few years, what have you learnt through the entry process? Is there anything you did differently this time?

在过去几年参加奖项评选的过程中，您通过参赛过程学到了什么？这次您有什么不同的做法吗？

Xu Han: Given that the judges come from diverse countries and regions, we focused on communicating our core creative idea as simply and clearly as possible to ensure every judge could grasp it. We also made sure our case film maintained the engaging and entertaining spirit of the creative content itself.

韩旭: 因为很多评委来自不同的国家和地区，我们尽可能简单明确的让每一个评委知道我们创意的核心和所表达的内容，并在项目介绍视频上也能保持原始创意内容有趣的内核。

Tingting Zhang: Indeed, the process of submitting awards and making a case video is a way to reassess your own work. At the same time, entering awards feels like doing another round of marketing for your work, but this time targeting the judges. The entire process is quite fascinating.

张亭亭: 其实报奖，包装案例的过程，是重新审视自己的作品的过程；同时投奖像是对于自己的营销案例再对评委做的一次营销，整个过程很有趣。

7. Drawing from your experience, do you have any advice for other Chinese agencies considering entering Spikes Asia, especially independent ones?

根据您的经验，您对其他考虑参加 Spikes Asia 的中国代理公司有什么建议，特别是独立代理公司？

Xu Han: Although much of our creative work is rooted in local insights, it still has the potential to resonate globally. Any solution that is universally understandable, smart, and effective has the opportunity to become a Spikes Asia winner.

韩旭: 虽然我们很多创意内容都是基于本土洞察的产出，但依然可以走出中国，只要是能被全球理解的、聪明的、行之有效的解决方案，都可以有机会成为Spikes Asia 赢家。

Tingting Zhang: Spikes Asia actually sees many distinctive cases with strong local cultural characteristics every year. Many award-winning cases require some level of local background knowledge, but this never hinders them from winning awards. Local insights have never been the issue; the real challenge lies in how to briefly and accurately set up the local context and quickly immerse the judges in the work through the video. I hope to see more marketing cases with Chinese local culture stand out at Spikes Asia in the future.

张亭亭: Spikes Asia其实每年都有许多鲜明的极具本土文化特色的案例，许多报奖案例多多少少都需要一点本国的背景知识，但这丝毫不阻碍他们斩获各项大奖。本土洞察从来不是问题，真正的问题是如何简短准确地铺垫出本土场景，并在case video中令评委快速代入其中，期望在Spikes Asia有更多中国本土特色的营销案例脱颖而出。