On March 25, Masters & Experts Campus Creativity Lecture Series-Marketing and Maker Category Competition of the 17th National Advertising Art Design for College Students was successfully held at Shunyi Campus of Beijing City University. This lecture event was organized by the Chinese Collegial Association for Visual Art (CCAVA) and the National Advertising Art Design for College Students Committee, with our university serving as the host.
Attendees included Zhong Yue, Director of the Network Audiovisual Department of the National Advertising Art Design for College Students; Liu Jianhua, founder of overseas short drama platform HRH TV; Meng Ying, Director of the Journalism Studies Institute at the Guangming School of Journalism and Communication China of University of Political Science and Law; Yu Jie, Director of the Teaching Affairs Office of BCU; Chen Lin, Dean of the the School of Performing Arts; Li Peng, Executive Vice Dean of Qi Tai Culture and Media Arts College at BCU; Liu Mingjia, Program Director of Radio & Television (Film Production) at the School of Performing Arts; Gao Changkuan, Director of Industry-Academia Collaboration at the School of Performing Arts; Xing Wanli, Deputy Director of the School of Arts and Design’s Academic Competition Office; Zhao Junli, Director of the Radio & Television Program Teaching and Research Office at Tianjin College of Media and Arts ; Tang Xuemei, Director of the Experimental Teaching Center of the School of Journalism and Communication at Beijing Institute of Graphic Communication; Zhou Ting, Deputy Director of the Network and New Media Department; Bo Lin, faculty member at Tianjin College of Media and Arts; Wang Chunmei, advertising faculty member at Beijing Institute of Graphic Communication; Sun Changchun, Deputy General Manager of Ping An Property & Casualty Insurance Beijing Branch; Zhang Zhiqian, Non-auto Insurance Department Head; and Chen Dongxiao, Brand Marketing Director of UU Running.
Over 300 faculty and students from Beijing City University, Beijing Institute of Graphic Communication, and Tianjin College of Media and Arts participated. The event featured precise corporate briefings, expert lectures packed with practical insights, and interactive prize draws offering delightful surprises.
In her opening remarks, Yu Jie welcomed attendees and highlighted BCU’s educational achievements and competition accomplishments. She noted the university’s consistent excellence in the National Advertising Art Design for College Students, demonstrating students’ professional capabilities and innovative spirit. The institution remains committed to fostering creativity, deepening industry-academia collaboration, and advancing the integration of advertising education with industry practices.
Liu Jianhua delivered a keynote speech titled “Short-play Creation and Market Development Insights in New Media,” analyzing the medium’s evolution from four dimensions: development trends, creative approaches, regulatory oversight, and international expansion. He emphasized that “script refinement is paramount for impactful storytelling”.
As the exclusive broadcasting platform for this year’s Short-play competition, Mu Lan Space-Time generated enthusiastic engagement through interactive sessions.
Meng Ying’s lecture “Brand Storytelling Through Short-plays” examined the format’s characteristics, regulatory landscape, and brand integration strategies. She outlined future directions emphasizing “high-quality, positive content with artistic refinement.”
Liu Menglin provided comprehensive analysis of the insurance-related competition themes, detailing three key areas: travel accident insurance, health insurance, and worry-free services. Creative recommendations included scenario-based narratives, emotional resonance strategies, and data-driven storytelling.
Chen Dongxiao offered a lively dissection of UU Running’s competition brief, encouraging participants to explore product-user connections and scenario-based creativity.
Zhong Yue systematically interpreted competition guidelines, covering organizational structure, competition phases, requirements, copyright considerations, and award settings. The session featured award-winning experience sharing by two BCU students:
Qian Jinyuan (Class of 2021, Communication Studies), 15th Grand Guang Contest Marketing and Maker Category (Live Streaming) First Prize winner
Bai Zihan (Class of 2022, Radio & Television (Film Production)), 16th edition equivalent awardee
The event concluded with enthusiastic applause, successfully igniting student creativity while facilitating academic-industry dialogue. BCU anticipates outstanding submissions from its youth cohort, showcasing the vitality and innovation of the new generation.
