Soyar Shen, Creative Strategist, Copywriter, Director.
Awarded as a "Contemporary Outstanding Advertising Professional" by the China Advertising Association
As a Creative Partner at Goodidea, Soyar leads the Shanghai operations. In his role as a brand strategy expert, he provides multi-dimensional solutions for brands. Guiding his team, he has developed end-to-end marketing campaigns for clients such as Tmall, Yili, Midea, Rio, Lesening, CHAGEE, LELECHA, and Adidas.
From ALDI’s "giant vegetables" on subway pillars to Juhuasuan’s promo messages on “folded” bed sheets, brands are quietly turning daily life into ad space. In the 2025 CNY campaign, Heinz × Yellow Swan printed "The Story of Tomato and Egg Stir-Fry" on 10,000+ egg cartons—engaging consumers while seamlessly blending into Chinese home cooking. These "invisible ideas" are reshaping brand-audience interaction, making communication more natural and impactful. So, how can we train our eyes to spot creativity?
This session features the creative lead behind the “Tomato and Egg Stir-Fry CP” campaign, sharing insights through real cases. Bring your creative challenges—we've reserved ample time for discussion!
（Source: Heinz）