Chapter 397: Setting up an Indescribable Sign for New York

In an alley in Washington, DC, an eight-story building was the Chinese Embassy in the 1980s.

Compared with the nearby Korean Consulate in the United States and the Japanese Consulate in the United States, both the scale and the furnishings are inferior by several colors.

But compared with the business volume of later generations, it is still enough for nearly a hundred personnel stationed in the United States today.

In the first few years after the establishment of diplomatic relations, the embassy received various calls for help almost every day, both from domestic and foreign sources.

But this is the first time I heard that some people came to compete with the locals for business.

"Nowadays, our domestic advertising companies are so good," the counselor looked at the newspaper in his hand: "I won a big prize as soon as I made a move, and it was gold."

"It seems that this team really may have earned that advertising fee."

"Well," the counselor said with a smile on his lips: "As long as they can earn this money, we must help them provide a certificate so that they can bring the money back home."

"That's right, it's still the kind where you don't have to pay a penny of tax."

…

"Little Italy" in New York City is decorated like a flower.

Under the eaves along the street, you can often see a few people holding cups or paintbrushes.

On a terrace above the small hotel, Huang Yongyu also set up an easel.

While painting, I was chatting with Yu Sigui.

"Why do they stay on the street all day long and don't have to go to work to earn money?" Yu Sigui held a cup of black tea in his hand and looked downstairs with envy.

"Don't we see the same thing?"

Huang Yongyu looked at Yu Sigui's position and drew an owl stuck on the fence: "Stay on the terrace all day eating, drinking and having fun."

The guest rooms in Jiangshan do not have balconies, but are only connected to a terrace of about 20 square meters.

As a result, this place became a place that everyone loved to stay.

At this moment, Jiang Shan, who had moved the table to the terrace, was actively creating.

Zhang Lu and Huang Hua, who never left each other for a moment, stood by each other with a learning attitude.

"Is this good?" Before Zhang Lu could understand, Jiang Shan put away his pen: "Is it that simple?"

"What else do you want?"

Jiang Shan began to close his stall: "Chinese people always pay more attention to the meaning than the form in painting."

Huang Hua blinked hard at the drawing: "But you are too careless about appearance. How can you show the advantages of hair dye?"

Listen to what the three of them say to each other.

Wang Fulin and Wang Shixiang, who were sitting in the room watching TV, came over.

"How long has it been," Wang Shixiang asked curiously, "Xiaojiang, have you finished it?"

Wang Fulin didn't say anything. He picked up the drawing and read it: "Didn't the advertisement target a colorful hair dye? Why do you only have black and white lines?"

"Don't worry, you'll understand in a moment," Jiang Shan had already arranged the things: "Open the road and set up the machine."

"Okay."

"What about me, what should I do?"

During my time in New York, several comrades from all walks of life really fell in love with the feeling of working in a group.

After a while, several people assigned according to their work were busy on the terrace again.

…

At the appointed time, just speak.

After watching the car disappear in front of them, Huang Yongyu, Wang Shixiang, Cao Yu, Ying Ruocheng, and Zhang Lu were still lying on the railing of the balcony, watching eagerly.

"Won't you two come over and take a look?"

Cao Yu likes to go here recently, firstly because the food is good, and secondly because the wine is friendly.

"No," Huang Yongyu took a sip of his cigarette: "I can't help you even if I go, the key point is still nervous."

"You think you won't be nervous if you stay,"

Wang Shixiang was already getting nervous: "If I had known, I would have followed."

Zhang Lu: "I also regret it a little bit."

"Yes, yes," Huang Yongyu regretted it early: "Next time, no matter what it is, we will all do it together."

"okay,"

Ying Ruocheng found a recliner and sat down: "It's too late to say anything now, let's just drink and wait."

These days after meeting his old acquaintance by chance, he and his group leader finally no longer have to search the streets for low-quality cider.

…

In a multi-functional conference hall of Ogilvy Advertising Company, Jiang Shan, Wang Fulin, Huang Hua and Yu Sigui filed in.

Before the pitch began, Ogilvy's top executive Ogilvy shook hands with Wang Fulin in a friendly manner.

Since we had already taken over the task the afternoon before, this meeting saved a lot of trouble.

More than 10 minutes later, the real owner finally arrived.

After several L'Oreal executives in gray suits and white skirts walked in, the atmosphere in the conference hall immediately became lively.

Regarding the "pitch" activity proposed by Ogilvy, L'Oreal felt that it was redundant at first.

Until I heard that the target of the pitch was the gold medal-winning team from the New York Advertising Festival.

L'Oreal finally got interested.

Not only did it not object, but it also expressed strong welcome.

No, even Nicolas, CEO of L'Oréal in the United States, was very dignified and came to the scene in person.

If you think about it carefully, it's fair. After all, Ogilvy has come to take charge personally.

After some necessary polite words, Nicholas, who was sitting with Ogilvy, looked at the two teams:

"What are we waiting for? Can we start?"

“At your service,”

After Paul, Ogilvy's advertising planner, said this, he looked at the Chinese representative opposite: "We are ready, what do you say?"

Jiang Shan decisively extended his hand to invite: "Please."

As soon as he finished speaking, Paulette stood up and took to the screen.

Accompanying the gestures on the big screen, it seems casual and casual, but it is carefully arranged everywhere.

However, what Jiangshan cares about at this moment is the big screen behind him.

PPT, this thing, will not be put on the shelves by Microsoft until 1984.

Long before it, the application of business slides has been very sophisticated.

But in this conference room, all case explanations will be completed by a video recorder.

Paul held the customized remote control, pointed at the big screen with one hand, and spoke French all the time.

"How do you feel?"

Yu Sigui only spoke, humming softly without moving his mouth.

"Just like that,"

Jiangshan, who is used to big scenes, tried not to move his mouth: "You speak French well."

"What do you say?" Huang Hua almost used ventriloquism: "It seems that this foreigner speaks French better than you."

"It's good to be able to speak," Jiangshan continued to hum: "Just listen, this is a design competition, not a translation."

At this time, Wang Fulin quietly watched the performance on the stage.

"So this is French,"

After all, he is an old comrade, so he hums naturally and clearly: "Why can't I understand it!"

"Look at what you said," Jiangshan hummed, "As if he can understand English."

Facing the colorful hair swinging all over the screen, the four comrades from China have been communicating secretly without being noticed.

Until the moment when the applause sounded, they clapped their hands together.

The next moment, after a few questions, Jiangshan was ready.

Unlike Ogilvy Advertising, it was not the speaker who controlled the remote control this time.

Since he came through, Jiangshan's prepared battle mode also came with him.

He was used to pre-war exercises, and he had already set up his formation at the same time as Huang Hua.

At this moment, Huang Hua, holding the remote control, was watching Jiangshan's every move.

Jiangshan, who took off his suit jacket and went into battle easily, officially entered the performance session.

Don't say it, it really looks like that.

Most importantly, the Chinese young man spoke in French:

"In 1907, a young Frenchman invented the world's first non-toxic and harmless hair dye.

Then in the same year, the world-famous L'Oreal company was born...

From then on, people all over the world can enjoy the beauty brought by L'Oreal in nature.

Based on this keyword, our team designed an outdoor advertisement for L'Oreal: Taken from nature, blended into nature."

"Taken from nature, blended into nature?"

Now it was someone else's turn to whisper.

L'Oreal's Nicholas and Ogilvy repeated the same sentence at the same time and adjusted their glasses at the same time.

At this time, the picture displayed on the big screen almost made the colleagues present laugh out loud.

On the screen, the lines with a white background and black edges outlined a bust of a woman wearing wavy rings.

Except for the clear L'Oreal subtitles across the lower right corner, there was no outdoor billboard, which made the Ogilvy executives present more certain that there must be something fishy about China's advertising design.

At this moment, Ogilvy, who finally saw the true face of Mount Lushan, remained silent.

Nicholas smiled and shook his head without disguising, which was completely his inner monologue - the third world countries are indeed very naive.

Seeing that the victory or defeat was already decided, he smiled and looked at the Chinese camp who was also smiling.

When he was thinking about what to say to end the speech, suddenly,

"Hmm?"

"Oh~"

"This is...?"

"Oh my God!"

"Wow--"

"So, beautiful..."

The next second, Ogilvy turned his head quickly after hearing the sound, and looked at the changes on the big screen in disbelief.

The original billboard with only black and white colors actually switched colors at will under everyone's eyes.

The most interesting thing is that the color that changed happened to be the wavy hair of the long-haired girl.

Facing the colorful clouds that suddenly appeared on the screen.

The discussion in the conference hall then became louder.

Everyone continued to watch while whispering to each other.

As time goes by, the beautiful hair on the billboard has turned into sunset and the sea and sky are the same color.

To put it bluntly, the big waves have been dyed red by the sunset.

At this moment, Nicholas' eyes also glowed: "It turns out that it is so natural. This is the first time I have seen such a beautiful hair color."

A senior executive of L'Oreal was very glad to follow today: "Wow, this is not an outdoor advertisement, it is simply a priceless world-famous painting."

"It is also the kind that changes color in the morning and evening."

"Nonsense, it is not the color that changes in the morning and evening, it is clearly changing the hair color 24 hours a day."

"Color is secondary. Which of our L'Oreal advertisements lacks color?"

After all, Ogilvy's outdoor advertisements just now were also painted in fancy colors: "The key is that it can change color."

"I can now imagine the expressions of the lovely ladies when they see this billboard."

"If I guess correctly, they will definitely scream at our billboard."

"Not only ladies, the whole United States will fall in love with this billboard..."

At this moment, when Nicholas thought that this billboard would soon belong to him, he clenched his fists and said excitedly:

"It is said that Chinese people are smart. I didn't believe it before. Now it seems that it is true!"

"So, you like our creativity?"

Jiang Shan stood on the stage, always observing the other party's reaction.

“Without a doubt,” Nicholas said, “its appearance completely exceeded our expectations.

It can be said that this outdoor advertisement surpasses all previous L'Oreal advertising designs. "

Hearing this, Ogilvy also nodded.

…

A signboard is just an ordinary signboard.

No plugging in or changing cards.

The ever-changing display method originated from an outdoor advertisement of German Wella in later generations.

The setting of the Wella billboard with its back to the sea is simply aimed at New York, a city surrounded by the sea.

The whole advertisement only has outlines, and the heroine’s hair and facial features are all hollowed out.

It looks simple when you draw it on paper, but just put it on the beach.

Not only can it withstand the sea breeze, but it can also use the sea and sky as the natural background to give the advertising girl radiant hair.

The four seasons pass, the sun and the moon are cloudy and sunny.

There are only colors you can't imagine, and there are no colors it can't change.

"Excuse me,"

At this time, the Ogilvy camp raised a question: "When it gets completely dark, will this outdoor advertising also get off work?"

Jiang Shan smiled and told the other party directly: "This is what I'm waiting for..."

Then, another night rendering appeared on the big screen.

Then all the lights were turned on, and the girl on the billboard finally turned into a fashionable girl with black hair and black eyes.

"Perfect!"

Nicholas, who was sitting in seat C, stood up and applauded.

Ogilvy, who was sitting with him, stood up gracefully.

The moment I clapped my hands facing Jiangshan, my eyes seemed to see a shining advertising star.

But Jiang Shan, who was wearing a head full of sunshine, was showing the brightest smile to his Party A.

Fifty thousand US dollars, where can you run?

Applause, champagne...

Ogilvy, who has quite the style of everyone, after fulfilling his promise, opened champagne and painted pie for today's opponent...

"Jiang, Shan, have you ever thought about coming to my company to develop?"

"Mr. Ogilvy," Jiang Shan seized the opportunity: "Do you still remember the spring style of the joint venture you mentioned? In fact, I am the main founder of that company."

Ogilvy: "..." After working on it for a long time, I really suspected that I was right, but the designers of that company were still Chinese.

Wang Fulin, Huang Hua and Yu Sigui on the side also felt bright when they saw that the opponent attached great importance to their teammates.

After leaving Ogilvy and getting into the car with perfect appearance, the four seemingly calm people shook their fists and started laughing.

Until the car is driving on the avenue of Manhattan, you can still hear the uniform cheers in the car:

Fifty thousand, fifty thousand, fifty thousand...

Turn left and turn right, Little Italy.

Before the black Lincoln stopped, several heads popped out from the platform on the second floor.

"came back?"

"How about it?"

"Is it done?"

The window downstairs was rolled down, and all four hands stretched out the window.

Seeing the OK and 2 yes gestures one after another, the people upstairs immediately laughed:

"Virtue!"

…

That night, Jiang Shan dialed Yan Jing again.

"Did you hear me, Bureau Lu? I am Jiang Shan."

"How about it?"

Lu Xuzhang's heart was pounding. He hadn't been so nervous for a long time: "Have we won?"

"Won,"

Jiang Shan, who was holding the phone, looked at the group members surrounding him: "We won!"

"good good good good,"

Lu Xuzhang stood up immediately, put his hands on his hips and shouted:

"Comrade Xiao Jiang, on behalf of the organization, I would like to formally inform you that your overseas mission was quite successful this time.

Not only did he bring glory to the motherland by winning the grand prize, but he also helped many domestic companies turn around.

Now, several departments are waiting to learn from your glorious deeds..."

"Has our little work turned into a miracle?"

Jiang Shan was so happy that he even said, "Actually, this is what we should do."

Lu Xuzhang's mouth was so happy that he never closed it: "Okay, let's not say more outside.

Next, I order your entire team to fly back safely.

Motherland, I miss you! "

"Yes, I promise to complete the mission!"

Not to mention, Lu Ju, who rarely spoke harsh words, was radiant after hearing this.

At this moment, everyone looked at Jiang Shan's expression.

"what happened?"

"What's your expression? What did you say on the phone?"

"motherland,"

Jiang Shan opened his mouth and almost stopped reciting: "Miss us..."