Creative Q&A: Aurora Cao

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舉報(bào) 2024-05-27

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Aurora Cao, now a Senior Copywriter at Dentsu Creative Shanghai office, joined dentsu Z team in May 2021, dreams of inviting the God of Fortune and other folklore-inspired influential Chinese icons for a feast of inspiration.

Check out the story that was first published on Creative Minds, a column on Campaign Asia Pacific.

1. How did you end up being a creative?

I was obsessed with Neil Buchanan's creative show ‘Art Attack’ as a kid. After watching the programme daily, I would craft handmade presents for my classmates, such as oversized Christmas socks made from waste paper or innovative hats made from cardboard boxes and plastic bags. Now, when I look back, I can imagine my proud face.

As I grew up, I realised I was a good essay writer and developed my passion for expressing my thoughts on paper. During my college years, I specialised in advertising. During my internship, my teacher’s encouragement and the chance encounter with a group of incredibly supportive seniors in the advertising industry sparked my enthusiasm for creativity and advertising.

After graduation, I joined dentsu Z, a Gen Z team at Dentsu Creative, where I had the opportunity to work on highly entertaining projects alongside Chris Chen, a remarkably humorous creative mentor. I gradually learned about creativity during this journey and fell in love with it.

2. What's your favourite piece of work in your portfolio?

‘KFC Re:Store’ won a Bronze for Creative Business Lion in the 2023 Cannes Lions International Festival of Creativity. Some seasoned creatives joked, ‘Having achieved such a prestigious award at a young age, will you become aimless in your future career?’

It’s a rare and fortunate opportunity to witness the entire journey of great work from inception to fruition. Reflecting on my work, I can’t help but appreciate the boldness of my boss and clients in their decision-making, as well as the effective communication and cooperation among the client teams.

I’m also grateful to the team that continuously improves through exploration, the team that dares to innovate, and our Gen Z team.

3. What's your favourite piece of work created by someone else?

Samsung ‘Flipvertising’ - I was shocked when the ad worked. In an age where everyone wants to skip ads quickly, this case managed to get people to actively search for and watch ads! Big data algorithms typically suggest content based on user search preferences, so it’s challenging for brands to reach potential consumers effectively.

However, Samsung cleverly employed a ‘Flipvertising’ game and used their new product as an irresistible lure

This strategy pushed consumers to continuously search for specific keywords, ultimately leading them to reach the latest Samsung mobile phone. This has overturned the previous advertising model. When I saw this case, I couldn't help but exclaim: “Oh my god, this is such a genius work!”

4. Who’s on your dream dinner guest list (alive or dead)?
In Chinese folklore, there is a saying that a grandfather holds the reins of all the world’s wealth and is revered as the God of Fortune!
I want to invite the God of Fortune to my home as a guest! Alternatively, I would also be delighted to host other gifted and influential figures.

5. Who is or who was the most crucial person in your life (not including parents, spouse/partner, or children)?
My teachers! The teachers I’ve encountered frommy early years have been exceptionally kind and have guided me to become a better version of myself. I’m truly grateful!

6. What career did you think you'd have as a kid?
Writer and presenter. I enjoy the self-assured demeanour of standing on stage and the quiet expression of words.

7. What advice would you give to 10-year-old you, if you could?
I would say to her: “You are amazing! Why don't you enjoy your childhood before you grow up?”

8. What’s your favourite music, film TV or book of the past year, and why?

Shen Congwen said heritage is a book that vividly encapsulates heritage. I share my interest in traditional Chinese culture and enjoy museum visits, but I desire a more comprehensive understanding of the diverse artefacts.

You will enjoy reading this book, too. The book is organised into categories such as jade, ceramics, glass, lacquer, and other cultural relics, providing an insider’s perspective.

The simple but delicate prose from Mr. Shen, a renowned Chinese writer and historian, transports you through the millennium, giving you a sense of walking through Chinese history. You can learn about the humanities of different eras and unravel cultural relics' historical origins and past lives.

9. Tell us about a charity or cause that needs more attention.

Preservation of the global marine ecosystem. I hope that years into the future, when we venture into the cosmos and look back, we will still be struck by the beauty of this blue planet rather than witnessing it fade into shades of grey and black.

10. What makes you happy?

I am currently training a skill called reducing my pleasure threshold, which allows me to derive immense joy from numerous simple things. These include playful interactions with the family cat, finding a pair of trousers that fit well, eating and drinking well and not getting sick, and so on.

11. Extrovert or introvert?

Certainly an extrovert. My urge to share is powerful, and for me, ‘to hush up’ is the hardest thing to endure.

-ENDS-

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