Gongyou Cheng - off-line thinking

 Stirring can not help but laugh ... ... interviews author = Li Peifen

Gongyou Cheng, his friends call him David Gong. The name may be unfamiliar to the average person, but if the ads bring ING Life Insurance and winning it for dead Dao Meigui mahjong, death did not count potential they die crushed by stones, etc., you must remember that it makes it funny heart scared of black humor. He also has a classic, is the lovely old lady to the camera shouting Yes, with Continue to question the correct answer is maybe you do not know, Studio Classroom advertising round face, slightly curled hair, middle-aged man is David Gong deity. He walked into the establishment of the Endless supply of creative ideas people come from? Creativity can practice it? His talk in the Di Bonuo (Edward de Bono, the father of lateral thinking) in the book story. One woman holding a small fan to the store. The first old lady asks the clerk: This type of fan, the old lady you may be wrong, There must be many candidates for the third clerk, but Gongyou Cheng said: The answer to question. Constantly ask themselves questions to practice, so my mind was busy running all the time, until a habit, Deliberately to the wrong directions and want to dare to break the rules, always looking for possibilities and better answer the Gongyou Cheng said, perhaps because the past is rich editing experience, so as editing his creative thinking, as do different to keep the same Sucai restructuring, in order to find out the different images of new ideas, I will ask of ourselves, and deliberately to the average person to think that the wrong direction, For example, he had to help Ma filmed an ad attacking rival red envelopes spend money, he told the advertising company, money, that Feel strange? However, this

In the advertising industry can be called that quack quack. ING knife, telling or Death series, will air in English in the classroom, said Gong's hands. Advertising earthquake in Taiwan David Gong's ability. Times International Advertising, general manager of Lin Shu Dai said, 14-year-old immigrant to the United States, the University Art Institute in Los Angeles (Art Center College of Design) studied advertising design. Almost all the teachers the department is not optimistic about David Kung, David, said the teachers to teach illustration illustrations is not what the admonition that he focus on the development of advertising; education teachers is too ad advertising his work not good enough, competing to give focus his efforts on illustration, All in all, After graduation, David Gong in Los Angeles, then found his first job, but only 2 months of life. David Gong copy is not strong, although the advertising company fired, David was by no means sad, because the thought of a student, the only hope to give David a substitute teacher - Michael. Send Cui and (Michael Partridge) has said the sentence: Brain handy record of a student like the whim of David, come in handy because the bold graffiti sent to seven of the advertising industry celebrities, received 4 days to work for the news and advertising guru, and since then, began to ad to stay. Award in 1981 after graduating from the stop, whether in the United States, Britain and even France, David works to leave footprints of Gong, but also a variety of advertising awards in Europe, the brain bears a deep impression. David was in the kid's worked as art director of the second and third year that the British won the Cannes International Advertising Poster Award and the Golden Lion Award, from advertising director in 1990 after a British television after another holds the Gold Award, Best TV Campaign in France Award, Gold Medal Belgian advertising and so on. Returned to Taiwan in 1996 after the development in the Asia Pacific Advertising Awards, 4A and Times Advertising Awards also frequently seen in the figure and works of David Gong. It may be said: David Gong's work style is no style, first to solve the problem say. of Lin Shu Dai stressed. David invited several times to school advertising Chengchi University associate professor Wen-Ling Chen also said that the emphasis on personal style, everyone in the advertising industry, David Gong's no style is remarkable, , probably can guess is David's work. , not only humorous, but also to commercial purposes, Compared to the number of commercials to watch herself or for the award-winning advertising and film director, David Gong commercials for the award and the case, have not yet occurred, this is because the production of creative thinking and implementation process, Everyone has different opinions, and David Gong aware that advertising is most important is to clearly understand the objective of the process from time to time in the back of each goal as a judge of the standards, so as not to get lost. David Gong cooperation with Delta several times higher advertising Cheng, general manager and executive creative to Ping also stressed that way, that is, insight into human nature through his skill. Wen-Ling Chen even in the newspaper column to write, The director knows the correct target advertising has always stressed that advertising is very familiar to consumers, I think about is even, and advertising directed to consider and determine the precise audience reaction to each lens. 4A for the Ericsson Gold and Silver 007 off Times ad, for example, has been a long time into the movie theater is not David, Special to the cinema, the audience actually feel other people dislike about mobile phones in the cinema psychological. Western style with Western educational backgrounds and humor, coupled with advertising companies in the overseas work experience, Although most of the works of David Gong for the purpose to solve the problem,UGG bailey button, but the memories of David Gong cooperation with the experience of running TV ads, said Sun Dawei, David Gong at a critical moment against the clock, still adhere to the slow work and deliberately, high flexibility seems to still not big enough . Quarrel splashing water, Grease creative ideas first on the insistence of David Gong, but also to the advertising industry for his general impression was David Gong to defend ideas in public to the ads had AE splashing water, and advertising companies fight; to express dissatisfaction with the work, David can only shoot in half then stop, do not wish to continue. However, apart from Lin Shu Dai Planning Times Advertising Awards, the interview Grease David Gong, advertising; to practice creative, David Gong use their contacts in the United States, subsidies NT 50 million, completed in Los Angeles, Studio Classroom David Gong was willing to stay in Taiwan, a small advertising budget so the environment is to enjoy greater creativity, and therefore specifically adhere to the creative ideas, or even work across the advertising director. And David Kung own catch-phrase most often is: more than appreciation of, and worked with David Gong Studio Classroom, Ericsson, Coca-Cola and many other works by Ping Cheng, David Kung of respect and still is another worry. David ZHENG Ping respect the creative ideal, but at the same time as advertising agencies have their own troubles to be responsible for the care received after he left angry mess. David Gong has been able to so independent and free, casual work, ZHENG Ping points out, because David Gong Gong studios do not like the advertising company, have budget constraints and the operating pressure, therefore, sometimes it seems, David Gong lacking the job done perseverance and persistence. However, in the face of this mess. It is also recommended for the Shi Lin Shu Dai, David should get the cooperation of several such objects can be fixed or broker, as David and the advertising company or advertiser and bridges between the buffer.

transformation from rookie to master - Interview with Gong Youcheng well-known advertising man accidentally learned advertising

David Gong at the age of 14 living apart from their parents to the United States alone, do not study hard, is a teacher the eyes of bad guys. Speaking of the experience of entry, he found two words that best describe: accidentally. He University of Arts in Los Angeles (ArtCenterCollegeofDesign) study illustration, the department almost all the teachers are not optimistic about him, and taught illustration of the teacher advised him to concentrate on the development of advertising, just he was more interested in comics and movies, that advertising is a relatively new , so readily agreed. David Gong in the advertising department but still not to be see, his art foundation is weak, but why the Department attaches great importance to implementation capacity, without attention to inspiration. To teach the teachers always complain that he is advertising the ad works well enough, so that young David suffering badly. Several years later, when talking about the David Gong still feels aggrieved, and good horses in the final of a nightmare world of David Gong. an old car and a new VCR. soon graduate, has been criticized because nothing works, I find an ideal job completely lost confidence in the main job is to look at the U.S. portfolio. Subsequently, a teacher to see my work, I took out was less criticized his three works, make a batch of the preparation was smelly. However, after reading it he has expressed great interest in me to give him all the works Look, I really flattered. He said I have more idea of the manuscript, although there is still room for improvement in art. after this, I began to have confidence in their abilities, the teacher told MichaelPartridge. br> The story of a little familiar, reminiscent of Newton's three small stool, as the third piece of good rather than the second set of confidence; Ugly Duckling has been very low self-esteem, want to do after seeing the White Swan White Swan, and life renewed the color. David Gong, if not met a good teacher, maybe the way his ads even finished college. After graduating in 1981, David Gong's innovation can unfolding. First job, the chopper pilot to enter the United States, a small prestigious DellaFeminaTravisano & Partners advertising agency when copywrite, his engagement, is now commonplace in: to the best-known advertising agencies throughout the United States creative director of direct mail seven portfolios. However, this requires not only courage at the time, but also master the skills, at least let portfolio successful creative director's desk to get a lot of thought. After two months in this company, David got fired. To his embarrassment, although the dry months, but many of my colleagues do not know what he is doing, not sad, maybe in his view,Bailey UGG boots, the advertising industry as a rookie, can successfully fool the world-class advertising, his stuff is really strange to play copywrite, fired is normal, however.

9 years creative way. From Della Femina Travisano & Partners came out, David Gong have entered a London advertising agency to do the famous art director, during the British Rail created a series of award-winning advertising. side of the city after the first bus stop, sit rentals the way to the other side of the city, and then to get on the train, very troublesome. We had the idea is very simple to speak in such a dusty old train such a long, long time, the car has not come. So he Qu Letang roadside toilets, When I returned a loss, because the train was gone, and took away his luggage. really sensational is the copy, have a say ' Some people live an entire lifetime waiting for the bus, the train is really open now, and do not miss. 'This copy poked a lot of people's pain. AE of our company was said to me:' this film is absolutely not pass, you still that life in other cars, people have been very unhappy, you actually still in the wound salt. 'I argue that ads do not say a product of flaws in it. AE is very arrogant to say:' how customers better than you think I If passed this film, I jumped. 'results very well to pass the proposal, and I immediately opened the window and said:' so hot ah! '- he did not jump! It is also because this period of creative experience to do deeper understanding of his ads, David Gong at a later career as a director to numerous changes in the advertising company's creative script, so that many highly creative people from as convinced. David Gong and later worked in the United Kingdom and the United States worked for several companies, the British advertising is the best in the world, but the process is too standardized advertising companies, and many smart ideas have to be killed soon as he limited the inspiration for creative people to play. David felt the advertising should follow a new path.

wandering the film. In 1990, David Gong began to cook the director, this is his dream for many years. As a child he wanted to do a film director,UGG shoes, on the University of the film often recorded with a VCR, a camera a lens to analyze, but was not thinking, 10 years later, he was able to frequently stand around the podium, a lens is a lens analysis, but this is not someone else's movie, but your ad. Lord of the director David Gong on the hard-edged, he only took three films to be rated as the best 5 largest UK advertising directors. Once a customer come here especially to see other works, David Gong asked what he had seen work, clients say that I only saw three, David Gong turned over his pair of big eyes, hunched shoulders and said, .

him fame is that three films as carefully before going to the toilet a man broke into the ladies room finally resolved. tell the truth, have been so many awards, I never thought of it is unintentionally made. some of the benefits a few pieces of film: plot humor, information alone, performing in place.

1990 to 1996, David Gong in the United Kingdom, the United States, France, Belgium, Kenya, etc. film was removed, and he impressed the French ads, not only because the French took a self- directed and starred in the film, so that some of his memories are reflected in the French culture of the ad - Experience of a film in Kenya was the growth of David Gong as a bucket, he crossed that hurdle, learn how to resolve the problem. He said that many TV ads are very good script, but to execute a lot of problems often encountered in the face of difficulties, some people might overthrow the creative, start all over again; some people may quit the jobs out. France in the past when the film must be the actors, scenes, staff members are poor and white, funding is very tight. to solve a problem, another problem appeared. In my previous temper, and I will walk away Paipaipigu but then it is a dead end, no way. working like mad to all the problems resolved, is preparing to start shooting, the producer told me that an actor's face 9 can not shoot, I asked: do not shoot people's faces, making only a shadow on the wall map. the result is very good, this film won the award more than a dozen large and small. In 1996, because the mother died, David Gong back to Taiwan after an absence of more than 20 years, and was established in 1998 to make room Gong Co., Ltd., of no fixed abode by the end of the street life. Early return to Taiwan, his superb film quality and the hot temper that many Taiwanese advertising love-hate relationship. It is said that because there are 9 years of creative experience, his creative script is very picky, like in professional contests, this had AE splashing water, chasing a producer who has chased two blocks. However, the advertising companies still like to cooperate with him, because seriously, his films, such as Aetna Life Insurance knife, fortune telling, Death series and East-based fund-raising ads hospitals to record breaking sales of miracles, and frequently in the In Taiwan during the period, David Kung has successfully altered the script a lot of creative advertising for Ericsson mobile phones take the - a ferocious lion head out to these people live swallow. the idea is good, but too difficult to execute, MGM will not agree. Then I put the Lions into the 007, the person is reckless on the occasion, 007 out of shot put him down, and more Jiehen! Some say shot and killed no better, let him roll on the ground in pain, I feel this way too cruel, and somewhat boring. I have the beginning of this film made an adjustment, I used the subtitles to tell the audience: 'the film about to begin, please turn off the phone', not only the audience exposed to the shutdown of the information required, without that advertising, the results are very focused attention. advertising, there are many creative directly from his hand, but he advocated the spread of the outside world, He said: Although the need to standardize than the mainland, but compared with developed regions of the world have a long distance. His He said: , there were two films has been talked about for him: UK, bus and fire engine are red. this film is the first shot of the bus stop sign, the purpose is to allow the audience to have a contact, 'Oh, the story is that bus' idea, fire engines appeared , also does not appear panorama, but a blurry red, to ending we find That red car turned out to be a fire truck. the story, the first foreshadowing of a lens is indispensable, no it does not affect the integrity of the story, the audience is also slow connection, but the contrast between the kind of psychology would not be so strong. There is also a film shot in Britain, the customer is a radio station, its position is 'smart people listen to radio' So it's creative to focus on the behavior of some of the more foolish to start. have a film speaking in a room with a refrigerator and a chair, a refrigerator lying on a bunch of bananas, then a gorilla into the room, its bananas may be coveted, so the point, but it is not high enough, how they reach the banana, when gorillas started scratching, eye Miaodao thieves looking over to the chair, 'inspiration' has emerged. audiences thought it would chair moved here, the camera back out of the refrigerator is the gorilla, the direction of the chair and pushed hard to go - no one the audience did not laugh. this film is my first two shots on the bananas in the refrigerator with the chair, which but also to pave the way, contributed to the audience 'to move a chair to take bananas' ideas. will decide on the change does not change the channel, therefore, good television advertising must attract the audience in a second. laboratory door, there is an old man made for each person asked to fill out a sheet, test done, the list has been taken back, but only 20 to personally found the old man has been replaced by a young woman. Why so little? because They have focused their attention to the 'experimental' up, no one will pay attention to the door of this person. So even if a person is surrounded by ads, but if not attract his attention, he would turn a blind eye. The advertising people, like George ? Lewis, David Gong also think that too many ads will be binding theory have a good ad, br> to do a teacher to make money. David Gong Gong in Taiwan for room to do some training in the advertising business, he told reporters that the trip to China was invited to lecture on the one hand, on the other side of the market but also to study, he prepared to ad training business extends to the mainland, trying to do a When a reporter from Taiwan, he introduced his fellow - Paul, founded in Beijing in Zhoukou Square Gengwu advertising film and Sharon, shoot commercials advertising training courses are also open deeds, he expressed great interest. He said: In order to do business, but also to do something for the Advertising Education is able to do, ) Education: California Institute of the Arts 1982-83 ART CENTER employed as art director, London HedgerMitchell Stark 1984-88 New York advertising agency TBWA Advertising, San Francisco HalRiney & Partners, Los Angeles, Chiat Day, Los Angeles, DDB Needham, London Aspect HillHoliday, Saatchi & Saatchi London , Ogilvy & Mather Advertising Taiwan Art 1989-90 employed as creative director, advertising agency TBWA London, the London advertising director 1990-1995 Representative: Tony Kaye Films, Nash Morris Messenger Representative Paris: Tele2000 representative of Belgium: Armand Productions Best Director Award: 1990 Golden Arrow Awards in two award-winning British television works: visual contact inspection ads Silver Arrow Award 1990, winning British television: visual contact inspection ads Creative Circles in 1990 winning two gold medals: Vision 1990 Cannes Advertising Advisory Check Copper Lion & Lion Award winners: visual contact inspection Cannes Bronze Lion Advertising Awards 1991 winners: Absolut Vodka 1992 Stategy Grand Prix of France winning: winning lottery advertising (part): Asia-Pacific 1998 Gold two (children body was strong, ING Life Insurance), the Asia-Pacific Bronze one (we speak English), etc.; 1999 years of Chinese language advertising gold one,cheap UGG boots, 4A gold medal, a bronze Asia (Ericsson), 4A Silver two, when Silver Tower 2 was reported (Ericsson, Ma Ying-jeou's campaign headquarters), etc.; a bronze in 2000 the Asia-Pacific, a Chinese advertising Silver (ING), etc.; the Year 2001, the Asia-Pacific TV commercials, the Asia-Pacific Award for Best Director, Asia-Pacific editor Silver (SECOM), the Asia-Pacific Silver (ING), the Asia-Pacific Bronze (Sampo washing machines.)

read David's article describes, I think that's very much like Garfield Zhang lovely teacher. Teacher, I really want you, your little attendant few of us will set up its own company, I will certainly not disappoint you, I'm a producer! Ha ha!