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FAQ

我可以参加“这一夜,晒作品”吗? | IS PORTFOLIO NIGHT RIGHT FOR ME?

“这一夜”哪一型的人该来“晒作品”?

“WHAT TYPES OF PEOPLE SHOULD ATTEND PORTFOLIO NIGHT?”

“这一夜,晒作品”旨在吸引那些有强烈意愿在广告行业从事创意工作的人,即传统意义上的广告文案和美术指导。但随着近几年的发展,它还包括了那些专注于广告业的互动美术指导、科技创意人和图像设计师。

一部分来参加“这一夜,晒作品”的人希望获得关于如何提高他们自身和他们作品的建议,通过与各具特色的创意总监们当面交流,他们可以得偿所愿。其他一些人希望用他们的作品给创意总监们留下深刻的印象并因此获得一份工作或实习的机会,我们不能保证一定如此,但是“这一夜,晒作品”已经帮助了许多年轻的创意人,让他们的作品得以真实地展现在广告的世界中。

“这一夜,晒作品”对与会者的经验没做具体的规定,但却有一条大致的指导思想:如果你是一名非应届毕业的在校学生,那你应该等到明年再来参加。 如果你的广告经验丰富,不算是一位资质较浅的新手,那么我们恐怕也无法向你敞开大门。

一个重要的原则:你必须要有一件广告代表作品(portfolio)可以展示给创意总监们看, 这也是“这一夜,晒作品”这个活动名称的含义所在。

Portfolio Night is ideal for people who have a keen desire to work inside the creative department of an advertising agency. Traditionally this refers to copywriters and art directors, but in recent years this has grown to include interactive art directors, creative technologists and graphic designers with a very strong focus on advertising.

Some people who attend Portfolio Night are looking for advice on how to improve themselves and their portfolios, and they’ll find this at Portfolio Night by meeting with multiple creative directors in one fun evening. Others hope to impress the CDs with their work and make the right connections that could lead to an internship or a job. We can’t promise you that this will happen, but Portfolio Night has helped many young creatives land their first real-world ad gig.

There are no strict rules for the level of experience a Portfolio Night attendee should have, but here’s a rough guide: if you’re still in school and are not ready to graduate, you should wait until next year’s Portfolio Night. If you have so much agency experience that you wouldn’t be considered a “junior” at an agency, Portfolio Night won’t have what you’re looking for.

One important rule: you MUST have an advertising portfolio to show the creative directors… hence the name “Portfolio” Night.

怎样的人不适合参加“这一夜,晒作品”?

WHO IS PORTFOLIO NIGHT NOT GEARED TOWARD?

创意世界非常广阔,多个领域都与广告产业存在交集,如果你过于“跨界”,那么本次活动并不适合你来参加,这其中包括:摄影师、时尚设计师、插画师、建筑师、知名艺术家、电影制作人/导演。如果你对以上领域喜爱有加,甚至还颇有造诣,那当然很棒,但“这一夜,晒作品”更多是针对那些钟情于广告创意的年轻人的。

如果你对自己是否适合来参加“这一夜,晒作品”还有任何疑问的话,请联系奥美相关负责人,邮箱地址:PN_2015@163.com

While the world of creativity is vast, and there is some overlap into the advertising community, if you fall beyond the areas of expertise mentioned above, Portfolio Night won’t be right for you. This includes people such as photographers, industrial or fashion designers, illustrators, architects, fine artists and filmmakers/directors. It’s perfectly fine to have an interest in such things, and to have a skill set or experience in these areas might even be beneficial, but Portfolio Night is for people who aspire to be advertising creatives.

If you still have any questions about whether or not Portfolio Night is right for you, please contact PN12china@126.com

我该做哪些准备 | GETTING READY FOR PORTFOLIO NIGHT

参加“这一夜,晒作品”让我感到紧张,这正常吗?

I AM SCARED TO GO. IS THIS NORMAL?

每个来参加 “这一夜,晒作品”的人都会感到紧张,即便奥美自己的团队也是如此!不用为此担心,这再正常不过。

Every single person going is nervous — even the Ogilvy Portfolio Night team! No worries. It’s normal.

如何知道我的作品能不能来“晒”一下?

HOW DO YOU KNOW IF YOUR PORTFOLIO IS GOOD ENOUGH TO ATTEND PORTFOLIO NIGHT?

将你的作品以PDF格式发送至 PN12china@126.com

我们会回复邮件告诉你结果。不用担心,我们不是在寻找完美作品,我们只是想要帮助你找到适合你的正确方向。

请在邮件标题上注明你选择参加活动的城市,以姓名-学校-城市的格式发出]

Send your portfolio (PDF) to PN12china@126.com and we’ll tell you. Please include your city (Beijing or Shanghai) in your message header. Don’t worry, we’re not looking for perfection, we just want to help you in the right direction.

如果我不是科班出身,我可以来参加吗?

WHAT IF I DIDN’T GO TO PORTFOLIO SCHOOL? SHOULD I EVEN BOTHER ATTENDING?

当然可以来。许多成功的广告专业人员的确是经过专业学校培训,但也有许多人没有。

Absolutely. Lots of successful advertising pros went to portfolio school, but many did not.

我应该准备一个很贵的档案袋吗?

SHOULD I BUY AN EXPENSIVE PORTFOLIO CASE?

展示你自己喜欢的作品,重要的是内容中的闪光点,而不必在意条条框框。记住,你的想法与见解才是最关键的。

Present your work however you like. Presentation counts, but there aren’t any rules. Remember — it’s the ideas that matter most.

我想用IPAD来展示我的作品,这样可以吗?

I WANT TO SHOW MY WORK ON MY iPAD, IS THAT OK?

当然。随着互动创意愈加频繁地出现在个人作品中,我们鼓励大家通过笔记本电脑、IPAD或其他设备来展示自己的作品。如果你打算以这样的方式展示,你需要注意以下三件事:

当你和创意总监一起坐下时,你要尽快做好演讲的准备。在“这一夜”,时间一刻千金,你当然不想将时间浪费在下载和缓冲上。

确保你需要用到的所有文件都已储存在你电脑上,因为你所在的区域可能无法支持现场wifi,或者网络不稳定。

注意电池电量。现场可能无法给你的笔记本或者其他设备充电,所以要确保它们电量充足,可以支撑活动整场。必要的话请带上备用电池。

Yes, and with the increase in digital and interactive work in people’s portfolios these days, we encourage people to display their work on laptops, iPads or other tablets. There are three things to consider if you decide to show your work this way.

Be ready to go as soon as you sit down with a creative director. Time is precious at Portfolio Night, and you don’t want to waste it by having to load up things.

Make sure everything you need is hosted on your computer. Wi-fi may not be available or reliable at your city’s venue.

Battery life! There might not be a place at the venue to recharge your laptop or other device in the middle of the event, so be sure you’re charged up enough to get you through the evening. Pack a spare battery if necessary.

我的作品里应该包含什么?

WHAT SHOULD I PUT IN MY BOOK?

12—15张你压箱底的“杀手锏”,要最能展现你的能力和想法的。平面广告、户外媒体、网络互动、游击式等任何形式的皆可。但要记住:质量胜过数量。较差的作品只会将整体水平拉低。只看6张惊艳之作可比看6张惊艳之作再加7、8张平庸之作要来得更好。

12 – 15 pieces of your absolute best work, work that best represents your capabilities and thinking. Print ads, out of home, interactive, guerrilla, whatever. But remember: quality trumps quantity, and weaker pieces tend to bring the whole portfolio down. It’s better to have a book with only six amazing pieces than it is to have a book with six awesome pieces and seven or eight mediocre ones.

除了作品和电脑,我还应该带些什么?

WHAT ELSE SHOULD I BRING, OTHER THAN MY PORTFOLIO OR LAPTOP?

带好笔和纸,以记下对你作品的建议。你不知道什么时候就会走来一位创意总监给你一些受益终生的指点,这些你一定会想要记下来。个人简历、推荐信、名片也最好备在手边。对了,千万不要忘记打印出你收到的确认出席的邮件。

另外还有很重要的一点:确认你携带了有本人照片的身份证件。在多个活动现场都有酒水提供,你可能需要出示身份证件才能进入。

It’s always good to bring a pen and paper to write down comments you receive about your portfolio. You never know when a particular creative director will give you a crucial gem, and you’ll want to remember it! Résumés, CVs, business cards and leave behinds are also nice to have on hand. And don’t forget a printed copy of your confirmation email!

Also very important: be sure to bring appropriate photo ID with you. Alcohol is served at many Portfolio Night venues, and you may be required to show ID in order to partake.

有没有着装要求?

IS THERE A DRESS CODE?

没有。你可以穿任何让你觉得随意和舒适的衣服。

No. Wear whatever makes you feel casual and comfortable.

到达现场后的注意事项 | ARRIVING AT PORTFOLIO NIGHT

如果我迟到了怎么办?

WHAT IF I ARRIVE LATE?

迟到者会被尽可能的安排好,但优先权会给那些准时到场的人。迟到者和未能展示作品的人也不能得到退款,因此最好准时出席。

Latecomers will be accommodated if possible, but priority will go to the needs of those who arrived on time. There will be no refunds for latecomers or no-shows. Do your best to get there on time.

我可以选择我想要见到的创意总监吗?

CAN I CHOOSE WHICH CREATIVE DIRECTORS I’LL SEE?

抱歉,不可以。到达现场后,你会收到一份行程表告诉你被安排在哪个展示厅。创意总监是被随机安排在这些展示厅的。如果你没有见到你想见的创意总监,不要感到慌张,“这一夜,晒作品”通常在最后都有附加时间,那时所有的创意总监都会被邀请留下和参加者见面。这将是你展示的大好机会!

Sorry, but no. Upon arrival, you’ll be given a schedule telling you which review stations you’ll be slated to meet at. The creative directors are randomly assigned to these stations. But don’t panic if you’re not scheduled to meet with the creative director of your dreams during your period. Almost all Portfolio Night cities have a final Overtime period, where creative directors are invited to stay and meet with any number of participants. That might be your big chance!

“这一夜,晒作品”进行时 | DURING PORTFOLIO NIGHT

现场的气氛会是怎样的?

WHAT WILL THE ATMOSPHERE BE LIKE?

不可否认的是现场许多人会感到紧张,但不用担心,我们会让气氛保持轻松愉悦

Admittedly there will be a lot of nervous people at the event, but don’t worry, we keep the atmosphere fun!

我以前从来没有见过创意总监,我该如何表现?

I’VE NEVER MET A CREATIVE DIRECTOR BEFORE, HOW AM I SUPPOSED TO ACT?

B请保持冷静、专业和礼貌,但最重要的是做自己。记住,你不只是在展示你的才华,同时也在展现你的个性。

Be calm, professional, and respectful, but most importantly be yourself. Remember, you’re not just showing off your talents, but also your personality.

从我见到的创意总监那里我可以获得什么?

WHAT SHOULD I EXPECT TO GET FROM THE CREATIVE DIRECTORS I MEET?

重中之重是你应该获得一些建设性的反馈意见。这个时间是属于你们的,如有疑惑,放胆去问。此外,互留联系方式以便之后继续联系也是一个非常不错的主意。

Most importantly you should be getting constructive feedback. This is your time with them, so don’t be afraid to ask for it! It is also a great idea to exchange contact information in order to keep in touch in the weeks and months ahead.

如果他们喜欢我的作品,我会得到一份工作吗?

WILL I GET A JOB IF THEY LIKE MY PORTFOLIO?

许多参加“这一夜,晒作品”的人都因此到了他们的第一份工作。有些创意总监就是为了招募新兵而来,他们中的一些人会在不久之后对心仪人才发出邀请,有些甚至当晚就伸出橄榄枝。

但另一方面,这些不一定会发生在你身上。大多数创意总监出席此项活动还是为了提供指导。即使他们正在积极寻找可以录用的人才,他们也会把这个想法先放在心里,直至看到真正打动他们的东西。

所以我们的建议是:来参加活动,并好好享受这段时光,去结识一些新朋友,收获一些可以提升你作品的反馈意见。而所有的这些都可以帮助你在未来获得一份工作。

Many past Portfolio Night attendees have landed their first jobs as a result of Portfolio Night. Some CDs attend Portfolio Night specifically looking to hire, and a few of them even made hires days or weeks after the evening, or even that very night!

That said, there are no guarantees that will happen to you. Most CDs are in attendance to offer guidance, and if they are actively looking to hire, they tend to keep that information close to their chests until they see something that interests them.

Our advice: go, have a great time, make some new contacts and receive feedback that will make your book even better than it is now. All of those things could help lead you to a job in the future.

结束之后 | AFTER PORTFOLIO NIGHT

当创意总监对我说“保持联系”,这句话是认真的吗?

DO CREATIVE DIRECTORS MEAN IT WHEN THEY SAY, “KEEP IN TOUCH”?

是的。特别是如果他们给了你建设性的反馈意见后。但别忘了,当你再去联系他们时,请将你在“这一夜,晒作品”中收到的点评意见运用到你的作品里,使作品更加出色。以此告诉总监们:你不仅仅对工作富有热情,你还乐于提升自我。

此外,也不要忘了对他们所付出的时间做出感谢,即使现在是2014,你的感恩之路依然有很远要走。

Yes. Seriously, yes! Especially if they gave you constructive feedback. But don’t forget to take all the constructive criticism you received at Portfolio Night and make your book even better before trying to reconnect with them. Show them that you’re not only passionate about the business, but that you’re also willing to improve.

Oh, and don’t forget to thank them for their time! Even in 2014, a thank you note goes a long way!

如果我得到创意总监负面的评价,我应该继续跟他交流吗?

SHOULD I FOLLOW UP WITH A CREATIVE DIRECTOR IF I GET NEGATIVE FEEDBACK?

当然。 如果创意总监不喜欢你的作品,你可能会感到沮丧。但如果他们在如何提高作品上为你提供了建设性的意见,并且留下他的联系方式,那么一旦你完善作品后尽可大胆的再去联系他们。

Sure, you might feel dejected if a creative director didn’t like your portfolio, but if they gave constructive suggestions on how to improve, and if they gave you their contact info, don’t be afraid to get in touch with them once you’ve improved.