Every single billboard, is a chance for us to make the world a better place.
May we all seize and make the most of this opportunity.
—— The 10-year-old LxU
LxU is about to celebrate our 10th birthday. With this year's "New Year Innovative Series", which is a series of works made by ourselves and for ourselves with innovative ideas or techniques, we would like to reintroduce ourselves to more people and talk about our mission regarding clients, consumers, information and the world.
In the video, we share a list of questions that have been or still bothering LxU, with a young but sincere voice of a ten-year-old kid. When we are thinking and asking, the questions already answered itselves.
Asked a lot of “Why” makes us who we are now.
世界上有无数个广告牌。
但在这么难的年月里，还需要广告吗？
There are countless billboards in the world.
But in such difficult days, is there still a need for advertisements?
在每一笔预算都要万分慎重的时候，
品牌为什么仍然选择相信我？
When every budget has to be more carefully spent,
why do brands still choose to trust me?
我的每一个决定，是选了更轻松的那个，
还是坚持了专业判断？
For each of my decisions, do I choose the easier one,
or do I stick to professional judgment?
为什么无数次自我否定之后，还是认定“下一个想法会更好”？
After countless self-denials,
why do I determine that the next idea will be better?
有时思考在梦里继续。
但想得越多、越深，
是不是离消费者反而越远了呢？
Sometimes the thinking continues in the dream.
But the more I think and the deeper I think,
isn't it rather far from the consumers?
站在广告牌前，消费者会看到什么？
是焦虑？需求？还是信念？
What do the consumers see when standing in front of a billboard?
Is it anxiety? Demand? Or belief?
我在意的、不断优化的每一处细节，他们感知到了吗？
Every single detail that I care about and constantly optimizing,
do they perceive it?
一块广告牌的可能性，是有限的吗？
Is the possibilities for a billboard limited?
创新必定很难，那我在困难中成长了吗？
Innovation must be difficult,
have I grown through the struggle?
我的创意拓展了广告的边界吗？
哪怕是一点点？
Does my creative ideas expand the boundaries of advertising?
Even just a little bit?
多年以后，我的广告牌会依然挺立，
对品牌、对某个人和这个世界产生影响吗？
Years from now, will my billboard still be standing,
making an impact on the brand, on someone and on the world?
十年里，我常常自问：
For ten years, I have kept asking myself:
我抓住每一块广告牌、每一条推送、
每一种声音、每一秒故事，
我抓住每一个机会，让世界变美好了吗？
Did I take every billboard, every post,
every sound, every second of story,
did I take every opportunity to make the world a better place?
每一块广告牌，都是让世界变好的机会
愿我们都能把握并善用这个机会
Every single billboard, is a chance for us to make the world a better place.
May we all seize and make the most of this opportunity.
问过很多为什么，所以有了这样的我
十岁的LxU
Asked a lot of “Why” makes me who I am now
The 10-year-old LxU
Client - LxU
Creative Agency - LxU
Project Director - 李雨/Levi & 魏婷婷/Una
Art Director - 魏婷婷/Una
Planning & Creative - 高蕴/Yun & 张不蓝/Blur & 刘惠/Liz
Copywriter - 张不蓝/Blur
Illustration & Design - 华原媛/O & 刘子航/Redrum & 柴娜/China & 姜帆/Fan & 亚楠/YaNan & 徐茗如/Q
Animation - 魏婷婷/Una & 王英飞/BigF & 岳昕宇/shou-zhang & 邓锐/DR & 汪子健/Zijian & 刘子航/Redrum
Voice - 刘崇予/Doudou & 田振/Tarzan
Sound Design - 左耳工作室
