Date：October 9, 2025

Editor: Li Weimiao

The 5th Guangdong-Hong Kong-Macao Greater Bay Area (GBA) International Advertising Festival for College Students officially opened in Guangzhou on September 29, marking the start of its competition entry period. Under the theme “Bay Appeal · Creativity Unbounded,” this year’s festival brings together government bodies, academic institutions, industry associations, and leading brands to foster creative collaboration among youth from Guangdong, Hong Kong, and Macao, while supporting talent development aligned with industry needs.

Guided by the Department of Education of Guangdong Province, the festival is organized by Jinan University, the Guangdong Advertising Association, and the Guangdong Higher Education Association’s Sub-Association for Hong Kong, Macao, Taiwan, and Overseas Chinese Student Management. It is jointly supported by industry organizations including the Hong Kong Advertising Industry Association and the Macao Advertising Chamber of Commerce.

At the launch ceremony, Prof. Zhang Hong, Vice President of Jinan University, highlighted the festival’s role as a key platform for enhancing exchange and integration among young people across the GBA. He emphasized the university’s commitment to leveraging its strengths in communication and media studies to inspire students to creatively narrate stories of China and the Bay Area.

Mr. Chen Dianlong, President of the Guangdong Advertising Association, noted that the advertising industry is undergoing digital and intelligent transformation, creating strong demand for versatile and innovative talent. He described the festival as a vital bridge between academia and industry, facilitating a positive cycle of “talent development – industry need – creative implementation.”

A keynote talk was delivered by Prof. Cao Xue of the Guangzhou Academy of Fine Arts, who explored how to “identify creative highlights through a designer’s eye.” Drawing on iconic projects such as the visual identity for the Canton Tower, she illustrated ways to develop visual symbols that reflect both contemporary aesthetics and local character. Also speaking was Mr. Ni Wei, Co-Founder of Focus Media, who stressed that compelling creative work stems from close observation of life and a deep understanding of user needs.

This year’s festival continues its model of co-creation with brands. Representatives from WALOVI, Jiasili Food Group Co. Ltd, Guangzhou Baiyunshan Xingqun Pharmaceutical Co. Ltd, Hanvit Pharma, and others introduced competition briefs based on their brand positioning, offering students clear and practical creative directions.

Notably, the Grand Prize of this edition will be a car. Under the theme “Every Moment of Your Life Deserves to Shine,” the automotive brand partner invites participants to capture “sparkling moments” in everyday travel through submissions in graphic design, video, and marketing planning categories.