讲座｜在浙江大学传媒学院，讲述常识/反常识
我们受邀于4月9日下午，在浙江大学传媒与国际文化学院策略传播系，展开“常识/反常识”的主题分享，这也是我们连续第九年在浙江大学策略传播系的分享。
We are invited to hold a themed sharing on “Common Sense / Uncommon Sense” at the Department of Strategic Communication, College of Media and International Culture, Zhejiang University, on April 9th from 1:30–3:00 PM.
我们相信优秀的创意，都是基于常识（common sense）而生，这样才能引发大多数人的共鸣与认同；我们也相信卓越的创意，很多都是基于打破规则的反常识（uncommon sense）思考，这样才能颠覆既有认知，重塑社会观念……基于这样的思考路径，我们分享了多年以来在上海国际广告集团、杭州互联网大厂等不同机构所产出的多个创意项目……以及那一点足以与坚硬现实对抗，心底葆有的不可救药的理想主义……无论环境如何转变，我们都愿意相信：创意步履不停，生命自有航向。
We believe that great creative ideas are born out of common sense – only then can they resonate with the majority. We also believe that exceptional creative ideas often stem from uncommon sense thinking that breaks the rules – only then can they subvert existing perceptions and reshape social concepts. Following this line of thought, we will share our experiences from numerous creative projects developed across different creative agencies over the years… along with that touch of incurable optimism we hold in our hearts, enough to stand against the hardness of reality. No matter how the environment changes, we are willing to believe that creativity never stops, and life finds its own course.
主讲人：祝伟（祝士伟），他在上海大学获得硕士学位，先后任职于李奥贝纳Leo Burnett、恒美DDB、麦肯McCann、华扬联众HyLink以及阿里巴巴集团；他的诸多项目将社会创新融入品牌表达，获得国内外奖项150余项，包括纽约One Show创意奖金铅笔奖、纽约ADC艺术指导协会奖铜立方奖、Effie艾菲奖金奖、LIA伦敦国际奖银奖、DFA亚洲最具影响力设计奖银奖、Hkda香港设计师协会奖金奖等；曾经担任One Show青年创意奖、LIA伦敦广告奖、NYF纽约广告节实效奖评审，以及英国D&AD设计与艺术指导协会奖“并非偶然与想象”、“关系，关系”、“百里挑一”展览策展人。此外，他是《创意的生成》、《文案之道》、《创意的形状》等书籍的译者或作者；曾担任北京师范大学珠海分校设计学院课程教师、东华大学设计艺术学院专硕导师、中国美院创新设计学院小学期国际联合课程教师，现为浙江大学设计艺术学系专硕导师。
He earned his master’s degree from Shanghai University. He has worked at Leo Burnett, DDB, McCann, HyLink, and Alibaba Group. Many of his projects have integrated social innovation into brand expression, earning over 150 domestic and international awards, including the One Show Pencil, ADC Bronze Cube, Effie Gold, LIA Silver, DFA Silver, and HKDA Gold. He has served as a juror for the One Show Young Creative Awards, LIA, and NYF Effectiveness Awards, and as curator for D&AD exhibitions including “Not by Chance,” “Relations, Relations,” and “One in a Hundred.” In addition, he has translated or authored books such as The Generation of Ideas, The Craft of Copywriting, and The Shape of Creativity. He has held teaching positions at Beijing Normal University (Zhuhai), Donghua University, China Academy of Art, Shandong University of Art & Design, and Zhejiang University.
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