再攀新峰！TOPic斬獲SPIKES ASIA金銀銅

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舉報 2025-04-25

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亞洲極具權威性與影響力的創意盛會——SPIKES ASIA亞洲創意節正式揭曉獲獎名單。TOPic憑借為伊利操刀的奧運營銷案例《魯豫代言營銷》，從亞太地區數千件參賽作品中脫穎而出，一舉奪得Innovative Use of Creators, Influencers or Celebrities 金獎1座、Challenger Brand Strategy銀獎1座、Fan Engagement/Distribution Strategy 銅獎一座。近十年國內金獎多由國際4A主導，本土獨立創意公司獲獎紀錄屈指可數，TOPic榮幸成為本土獲獎公司之一，再攀創意新峰。

The highly authoritative and influential creative event in Asia - SPIKES ASIA, has officially announced the list of winners. TOPic, with its Olympic marketing case "Twin Sister of Olympic" for Yili, stood out among thousands of entries from the Asia-Pacific region and won one gold award for Innovative Use of Creators, Influencers or Celebrities, one silver award for Challenger Brand Strategy, and one bronze award in the Entertainment category for Fan Engagement/Distribution Strategy. In the past decade, most of the domestic Gold Awards have been dominated by international 4A agencies, and the number of awards won by local independent creative companies has been very limited. TOPic is honored to be one of the local winning companies and has reached a new peak in creativity.

SPIKES ASIA由全球廣告業界權威機構Campaign與戛納國際創意節聯合主辦，被譽為“亞洲創意風向標”，其獎項以嚴苛的評審標準和前瞻性著稱，每年僅3%-5%的作品能進入最終獲獎名單，金獎比例更低于0.3%，吸引著亞太地區頂尖品牌、廣告公司及創意團隊角逐。金獎僅授予在該類別中具有突破性創意、顯著市場影響力及卓越執行力的作品，是亞洲創意人夢寐以求的最高榮譽之一。

SPIKES ASIA is jointly organized by Campaign, a leading authority in the global advertising industry, and the Cannes Lions International Festival of Creativity. It is hailed as the "barometer of creativity in Asia". The awards are renowned for their rigorous judging criteria and forward-looking approach. Only 3% to 5% of entries make it to the final list of winners each year, with the proportion of Gold Awards being less than 0.3%. It attracts top brands, advertising agencies and creative teams from across the Asia-Pacific region to compete. The Gold Award is only given to works that demonstrate breakthrough creativity, significant market impact and outstanding execution within their category, making it one of the most coveted honors for creative professionals in Asia.

此次的獲獎案例《魯豫代言營銷》，以其不可復用的創意敘事，成功幫助伊利品牌在奧運期間實現聲量與口碑的雙重突破，通過精準洞察消費者社交需求，打破傳統代言模式，以創新互動形式引發全民參與熱潮，成為行業現象級案例。

The winning case of this time, "Twin Sister of Olympic", with its non-replicable creative narrative, successfully helped the Yili brand achieve a dual breakthrough in both volume and reputation during the Olympic Games. By accurately perceiving consumers' social needs, it broke the traditional endorsement model and sparked a nationwide participation craze through innovative interactive forms, becoming a phenomenon-level case in the industry.

“十幾年前也拿過這個獎項，那會兒在國際4A公司，而且還是公益類型或企業社會責任方向的廣告。為什么要提國際4A、公益廣告？首先，國際4A更通曉國際獎項的評判標準，也會有自身全球廣告集團資源和影響力的加持；其次，公益廣告相對來說，出挑的idea比較容易落地和執行。這次是一家本土獨立創意公司的、一個純商業解題思路的廣告獲此殊榮，我挺興奮的。

"I won this award over a decade ago when I was at an international 4A agency, and it was for a public service or corporate social responsibility advertisement. Why mention international 4As and public service advertisements? Firstly, international 4As are more familiar with the evaluation criteria of international awards and have the support of their global advertising group's resources and influence. Secondly, for public service advertisements, outstanding ideas are relatively easier to implement. This time, it's an advertisement from a local independent creative agency with a purely commercial problem-solving approach that has received this honor, and I'm quite excited about it.

該案例，在國內已經獲得很多獎項肯定了，那是因為大家身在其中感受得到、理解得了其中趣味點。比如一提及魯豫老師，國人都很熟悉；比如巴黎奧運logo撞臉魯豫老師，也是國內互聯網上興起了數年的梗。此次來到亞太地區廣告的最高競技場，該案例居然也能打動來自不同文化背景的國際評委，真的說明，好創意是全球都通用的語言。”

——TOPic創始人&CCO 陳聲雄

This case has already won many awards in China, which is because people who are involved in it can feel and understand its interesting points. For instance, when it comes to Ms. Lu Yu, all Chinese people are very familiar with her; for example, the logo of the Paris Olympics resembling Ms. Lu Yu has also been a popular internet meme in China for several years. This time, when it came to the highest advertising competition arena in the Asia-Pacific region, this case was able to touch the international judges from different cultural backgrounds. This truly shows that good creativity is a universal language around the world. "

— Shengxiong Chen, Founder & CCO of TOPic

“這是對團隊付出最大的褒獎和認可，同時也讓我們更有壓力，它刷新了我們對待工作要求的上限，這不是唯一一次，我們更期待下一次。”

——TOPic創意合伙人韓旭

"This is the greatest praise and recognition for the team's efforts, and it also puts more pressure on us. It has raised the bar for our work requirements. This is not the only time, and we are even more looking forward to the next time. "

-- Xu Han, Creative Partner of TOPic

本文系作者授權數英發表，內容為作者獨立觀點，不代表數英立場。
未經授權嚴禁轉載，授權事宜請聯系作者本人，侵權必究。