Recently, the 8th “Dentsu Innovation Laboratory,” organized by Dentsu Inc. and hosted by Wuhan University, successfully concluded. Nearly a hundred professors and students from six universities—South China University of Technology (SCUT), Huazhong University of Science and Technology, Wuhan University, Xiamen University, Communication University of China, and South-Central Minzu University—gathered to explore emerging trends in the advertising industry. A total of 15 students from the School of Journalism and Communication at SCUT participated actively and ultimately won the Innovation Award for their project “Pinch Potato Power.”

Activities and Theme

The Laboratory integrated mentor-led lectures with time-limited creative proposal sessions. On the morning of August 20, three mentors delivered in-depth sessions on creative methods and tools, enhancing students’ understanding and application of these strategies through hands-on training. Mentor Moriguchi Teppei announced the theme of “up-cycle,” challenging each group to propose fresh methods and business solutions centered on sustainable renewal and reuse. Later, Professor Zhao Xinli (Communication University of China) and Mentor Yuri Aratani offered in-depth interpretations of the theme and showcased relevant case studies.

Award-Winning Project

Guided by Instructor Liu Xiaoying, the SCUT students refined their creative ideas into a practical proposal aligned with the theme. On the afternoon of August 21, following several rounds of brainstorming and discussion, the team finalized their proposal titled “Pinch Potato Power.” Their imaginative thinking and distinctive perspective left a strong impression on the judges and fellow participants, ultimately earning them the Innovation Award.

Dentsu–China Future Advertising Talent Collaborative Innovation Program 

Launched in 1996, the “Dentsu–China Future Advertising Talent Collaborative Innovation Program” is an important partnership between Dentsu Inc. and the Ministry of Education, focusing on advertising and communication education. The School of Journalism and Communication at SCUT maintains a close relationship with Dentsu and has taken part in multiple “Dentsu Innovation Laboratory” sessions. Notably, the School hosted the 6th “Dentsu Innovation Laboratory” in 2022, where SCUT students also received the “Best Innovation Award.” Such initiatives not only sharpen students’ professional capabilities and widen their perspectives but also introduce fresh vitality and inventive thinking into the advertising industry.

Appendix: List of Participants and Instructor