Shanghai - Saatchi & Saatchi China has designed a “Monsters Attack” event to wage an attack on negative elements
holding back the ad industry by seeking new ideas and breakthroughs, going wild
and becoming monsters.
was officially announced at Hangzhou’s Mount Mogan Naked Retreats on 24
February, with a head-spinning variety of monsters onsite at the resort. Each
monster avatar embodies some facet of its creator’s talent at Saatchi &
Saatchi, exemplifying one word equity with names like Rainmaker, Lapidary,
Integrity, Billboard, (+), ThirdEye, Engine Oil, ChangeAgent, Tranquilizer,
etc. Saatchi & Saatchi China also released the Monsters Attack app, which
already includes 20 monsters and invites advertising professionals to create
their own monster avatar and compete with their peers.
With the launch of this
event, Saatchi & Saatchi China is taking on the problems of the whole
industry, pledging to reform the industry and redefine what advertising
practitioners do in a mere three years’ time with a series of revolutions in
creative, talent management and business development.
Saatchi & Saatchi’s
Greater China CEO Michael Lee explained: “The idea behind Monsters Attack came
from the need for advertising professionals to highlight their individuality
and embrace the reality that it is only through seeking new ideas, embracing
change, making breakthroughs, having the courage to take risks and going
wild - becoming ‘monsters’ - that we can attack the different elements holding back
The monsters onsite and in the app represented a diverse range of unique skills and characteristics with captivating names such as ‘Massive’ (Chris Foster, Saatchi & Saatchi APAC CEO); ‘Rainmaker’ (Michael Lee, Saatchi & Saatchi Greater China CEO); and ‘Connector’ (Ben Roberts, Saatchi & Saatchi Global Talent Director).