The Innovation and Entrepreneurship Centre congratulates XMUM students for securing 11 awards across multiple categories at the 2025 Autumn Competition of the Academic Award of Advertising Festival of Chinese College Students (中国大学生广告艺术节学院奖), one of the most influential platforms for university students in China.

Under the supervision of Prof. Dr. Wang Changsong, Dean of the School of Communication, the award-winning entries included short videos, micro-films, and print advertisements, demonstrating students’ strong creative capacity, professional competence, and ability to integrate theory with practice in contemporary advertising and media communication.

Established in 1999, the Academic Award of Advertising Festival of Chinese College Students is a national-level creative competition hosted by the China Advertising Association. Over the past two decades, the competition has grown into a benchmark event engaging millions of teachers and students nationwide. Its influence extends beyond higher education into the broader creative and advertising industries, serving as a key platform for brands to engage younger audiences, for universities to implement practice-oriented teaching, and for emerging creative talents to gain national recognition.

The 2025 Autumn Competition attracted participation from 1,830 universities, and received over 800,000 creative submissions, reflecting both the scale and competitiveness of the event.

The following list presents the award titles and names of the student recipients.

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1. Short Video Category – Excellence Award & Creative Communication Award (Xiaohongshu track): "Voice Forbidden Zone: Campus Horror Story"

This film adopts an innovative narrative style of "horror game live-streaming", personifying throat discomfort as "survival pressure" within the game. Through game mechanics such as pharyngitis level, chalk dust concentration, and coughing penalties, daily irritants are translated into visible threats, creating a highly immersive experience.

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2.Short Video Category (AI) – Excellence Award: "Little Crocodile’s Battle Against Cavities"

This video is presented in 3D animation, featuring a toy crocodile as the protagonist. By incorporating a star-shaped pump design and a sliding logo block, the video encourages children to brush their teeth in a fun and interactive way.

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3. Print Category - Excellence Award: "A Drop of Origin"

This series of refrigerator magnet blind boxes draws inspiration from "Ganten’s Golden Water Source", focusing on the brand’s five authentic water source production bases. Each refrigerator magnet can be collected individually or combined like a puzzle to form a complete droplet of water, symbolizing how all water sources converge into one bottle of "Ganten, the Noble Water".

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