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.
In this 60-minute session, we’ll break down how the “Tomato & Egg” campaign went viral—from creative insight to brand execution. The first 30 minutes feature a deep dive by the creative lead, followed by a 30-minute panel with both brand teams.
Bring your questions—we’ve reserved time for live Q&A!
*The session includes a 30-minute keynote and a 30-minute panel discussion.
（Source: Heinz）