As part of this year’s ANDY Awards, we’re speaking with jurors from the creative industry about where they see creativity heading, what first drew them to the field, and more.
This time, we speak with Lulu Lu, Chief Creative Officer, VML Taiwan.
She was named the Best Creative Person in Taiwan in 2021. As a wordsmith who has been in love with advertising for more than a decade, Lulu is an ad copywriter, author, and college lecturer.
She deeply believes that “The greatest creativity is hidden in the tiny bits of everyday life”, because all the charming perspectives of her strategies come from the keen eye of looking into people’s hearts.
Where do you think creativity is headed?
Creativity is no longer limited to “creativity”. It has broken away from what was previously thought of as creative ideas. It may cover media, technology, experience, or games. It exists in cross-border cooperation and is diverse and interesting, even more unexpected.
What drew you to the industry? And what keeps you here now?
I graduated from Chinese Literature. I have loved writing since I was a student. I have always believed that words are very powerful and can change human thoughts and even behaviors. I am passionate and excited about advertising.
Along the way, I am convinced that good advertising has the power to change the world. The most fascinating thing about it is that it can make the world a better place.
Bravery. What comes to mind when you think of brave work?
Bravery means being fearless in challenges and believing in yourself. It is also a kind of belief and persistence.
“I am convinced that good advertising has the power to change the world.”
Innovative work sets new heights. Can you describe the feeling when you see work like this?
When I see innovative work, I will be filled with sparks of excitement, and at the same time, I will reflect, why didn’t I think of such a point of view? It will create ripples in my heart.
This is part of a series of interviews done in collaboration with the ANDY Awards. Watch the discussion inside the Judging Room here.
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