4月23日，2024戛纳“幼狮杯”中国冠军选拔赛终审会在上海举办。在现场，《现代广告》与PHD China 品迪中国General Manager/Head of Strategy Gonzalo Gregori 聊了聊。

Q：此次参与幼狮评审，感受最深的一点是什么？

Gratefulness. Not only to the organization for making this important event happen, and for giving me the opportunity to join as a judge, but also to the participants for their hard work and keeping the flame of world-class advertising alive.

感恩。不仅要感谢组委会促成了这一重要活动，让我有机会作为评委加入，还要感谢参与者的辛勤工作和保持世界级广告之火的活力。

Q：您觉得选手们的表现如何？有哪些值得肯定的优势？

I am really proud of each and everyone of them.

我真的为他们每一个人感到骄傲。

They were extremely creative in finding right answers to very tough briefs.

他们在为非常棘手的简报找到正确答案方面非常有创意。

And on top of that they managed to conquer the stage fright, presenting in a foreign language with passion and precission.

最重要的是，他们设法克服了怯场，以热情和精确的方式用外语呈现。

Q：对于失利未能获胜的选手们，您对他们有哪些建议和鼓励？

I don't think anyone lost.

我不认为有人输了。

They all left the room stronger and wiser, having learned by watching each other solve similar real-client problems in different ways.

比赛结束后，他们变得更加坚强也更睿智，通过观摩他人的作品和提案，以不同的方式解决类似的真实客户问题而学习。

But for those that may be dissapointed for not taking the prize home, I would just like to say: "Don't give up. Keep trying. This contest is just like real agency life, sometimes you sell your work, and sometimes you have to go back to square one and start all over again. But by doing it all over again you gain experience, and improve your chances of future success.

但对于那些没能如愿以偿获胜而归的人，我只想说：“不要放弃。继续努力。这个比赛就像真正的代理生活一样，有时你卖掉你的作品，有时你必须回到原点，重新开始。但是通过重新做一遍，你会获得经验，并提高你未来成功的机会。

Q：对于获胜的选手们即将代表中国创意去全球赛场比拼，您对他们有何建议或指导？

Learn your proposal by heart, instead of memorizing a script.

用心学习你的提案，而不是死记硬背。

Make sure that there are no typos on the words on the screen.

确保屏幕上的单词没有错别字。

Don't worry about your English fluency, you can use different tricks to communicate without having to say a lot.

不用担心你的英语流利程度，你可以用不同的技巧来交流，而不必说很多。

And over all... have fun!!

总而言之......玩得愉快！！

Q：我们发现现在的幼狮选手们似乎很“佛系”，对于创意似乎没有那么多的热情，对此您怎么看？作为深耕行业多年的创意人，让您坚持做广告人的热忱是什么？

I think agencies and senior creatives can do a lot to boost their young employees enthusiasm and engagement.

我认为代理商和高级创意人员可以做很多事情来提高年轻员工的热情和敬业度。

When tight deadlines and overwork are all we feed them, we can not expect their love for creativity to survive.

当紧迫的期限和过度劳累是我们的全部费用时D他们，我们不能指望他们对创造力的热爱能够生存下去。

Personally, I am grateful to my past career mentors, for enabling me to be curious, take the time to curate and share best-in-class creative references, and making sure that there was always time to discuss and learn, no matter how busy we were. This is something that I still do today with new and old colleagues, and keeps my passion from burning out.

就我个人而言，我很感谢我过去的职业导师，他们让我保持好奇心，花时间策划和分享一流的创意参考资料，并确保无论我们有多忙，总有时间讨论和学习。这是我今天仍然与新老同事一起做的事情，并防止我的热情燃烧殆尽。

Q：如今，广告行业面临巨大的挑战和冲击，对此您的态度是什么？

I still believe that creativity can conquer everything.

我仍然相信创造力可以征服一切。

Circumstances, tools and processes may change, but ideas will always succeed.

环境、工具和流程可能会发生变化，但创意总会成功。

It is our duty to ensure that effectiveness is never lost to efficiency.

我们有责任确保效率永远不会因效率而损失。