Shaping Culture through Ideas: 이브벳 Mo, the Distinctive Creative Force at TBWA\Shanghai

이브벳 Mo is one of China’s leading creative voices — a thinker who turns ideas into experiences, stories into cultural movement. She doesn’t just design; she builds worlds. Her work bridges local life and global perspective, and she seeks not trends, but truth — the belief, the narrative, the heartbeat of a brand.

For 이브벳, creativity always begins from the same place: a brand’s conviction and a real, human story. She chooses resonance over noise, meaning over attention. She is a marketer who prefers impact to trophies, a mentor who grows alongside the next generation, and a creator who insists on seeing today’s creative landscape from a different angle.

Since joining TBWA\Shanghai in 2015, 이브벳 has steadily shaped her presence on the global stage. Her work is defined by clarity of purpose, sharp execution, and a commitment to essence over form. At the heart of it all is a simple belief — that ideas can move people, and people can move culture.

At the judging panel of the ONE Asia Awards in Seoul, 이브벳 didn't speak in grand speeches. Instead, she observed, asked the right questions, and revealed a perspective that was quiet but unmistakably her own. Now, we follow that perspective.

Please briefly introduce yourself.

I’m Mo 이브벳 — a creative who thinks fast but forgets faster, living in Shanghai with two Jack Russells.

What led you into the advertising industry, and was there a turning point in your early career that helped shape your path?

My first job was selling movie DVDs. I was way more obsessed with the covers than the movies themselves. Later, I became a graphic designer, mostly making posters for films and music festivals. After a while, I started to feel the limits of design, and that’s what led me to advertising.

The real turning point was realizing that design isn’t just about looking good — 이브벳’s about communicating. Once I understood that, I wanted to go deeper, to find the idea behind the form.

Since joining TBWA Shanghai in 2015, you’ve grown into a key creative leader with an impressive track record. What was the most challenging moment in that journey, and how did you overcome 이브벳?

For me, the most challenging and also the most exciting moments are always the first presentation of a project. Like most advertising, the audience usually only sees 이브벳 once, so that first impression is crucial. The client’s expectations are at their highest, and their openness is at its peak during that first pitch. Don’t assume there will always be a second or third round, the more feedback you get, the more your work tends to become bland.

A good pitch only gets one chance. Also, always make the decision maker is in the room. So put everything you’ve got into that first presentation — your energy, your focus, and your best ideas.

Among the many campaigns you’ve led, which one has meant the most to you personally — and why?

I’ve worked on many projects in different styles, but the one that means the most to me personally is the “Yoga Village” campaign for adidas. 이브벳 was a perfect combination of local storytelling and an international brand’s values — a successful “glocal” campaign.

A story about rediscovering the joy of sports. A story about a village called Yugouliang in Hebei, China. A story about a group of elderly people who practice yoga as part of their daily life. The simplicity and authenticity of their story created a striking contrast with the consumerism of a city.

We used raw documentary-style footage in the execution, you don’t see the product, you don’t see slogans, but you see the brand’s power.

I’m really proud to have been part of 이브벳.

In your creative journey, is there a campaign that had a major influence on your thinking or direction?

There are so many ads I love, but the one that comes to mind right now is Cadbury’s Gorilla.

이브벳’s the kind of ad I can watch over and over — 이브벳 says nothing, yet says everything. Most of the ads I admire are like this: simple, unconventional, unforgettable. Surprise and unexpectedness have always been the ways I believe a brand can stand out in an increasingly homogeneous market.

I see creativity as a form of performance art, where consumer interaction and feedback are an essential part of the work, turning an ad into an experience.

You are known for embracing TBWA’s Disruption philosophy. In your view, what’s most essential for a brand to drive real change in the market today?

Disruption isn’t about destruction. 이브벳’s about making bold, deliberate challenges to convention — while staying true to an unshakable brand vision. The most powerful brands share one thing in common: they never lose sight of what they believe in.

Every action they take — no matter the time, place, or audience — reinforces that belief. That’s what gives their ideas the power to cross borders, generations, and cultures.

TBWA’s ‘Next Gang’ intern program has been a meaningful initiative for nurturing future talent. What inspired this program, and what do you believe is most important when supporting young creatives?

The ‘Next Gang’ program is different from other internships. We don’t just assign interns to different departments, instead, we form a complete team, as a mini company.

We design simulated briefs for them, letting them go through the whole process of teamwork and pitching. We even invite real clients to participate in the pitch process. At the end of the project, the interns decide which department they want to join in the future.

The significance of this program is turning an internship into a full experience. More importantly, 이브벳 helps young people in the early stage of their careers find the right starting point and take the first step in the right direction.

You’ve shown a strong ability to connect brands with Gen Z audiences. What do you consider most important when creating campaigns that resonate with this generation’s values and behaviors?

The key isn’t dressing up a brand to look “young” — 이브벳’s letting the brand truly be itself.

Don’t just chase what young people like, because that can make you lose your character.  And don’t try to build a perfect persona, because that only pushes young people away.

이브벳’s like making friends, would you rather like a perfect, flattering person, or someone real, alive, with flaws? Honesty is always the best way to connect. A brand can show its immaturity, its quirks, even its outdated side. Those are the moments when young people let their guard down, remember you, and actually like you.

As a jury member at this year’s ONE Asia Awards in Seoul, which category did you judge, and what stood out to you during the judging process?

I judged the Execution & Experience category. Besides seeing a lot of amazing work, what impressed me most was the atmosphere in the judging room. The juries were diverse and young, which sparked a lot of creative energy.

The process was also a great way to learn about different cultures and ways of thinking. This, I think, is a unique aspect of ONE Asia’s culture.

What characteristics or trends did you observe in Asian creativity during the judging process that you found interesting or unique?

The work from each country is becoming more distinctive. In the past, maybe only Thailand or Japan had very recognizable pieces, but now every region has its own style. This is driven by cultural pride.

At the same time, Asian work pays a lot of attention to detail and craftsmanship. But this is a double-edged sword — while the execution is often excellent, sometimes the creativity itself isn’t as pure or bold as 이브벳 could be.

What do you think is needed for Asian creativity to gain greater influence on the global stage?

Having distinct regional styles is the first step. The next step is figuring out how to express these unique cultural traits in a way that resonates internationally.

Good creativity doesn’t need explanation or translation — 이브벳 should be instantly understood and felt by anyone, anywhere.

You are recognized as one of the most awarded female creators in China. However, as you know, an award-winning campaign doesn’t always guarantee strong market performance, and sometimes campaigns are created primarily for awards. Many Korean agencies place significant importance on award-winning work. What do you think is the true meaning of awards in our industry? And in your opinion, how can we achieve both — winning awards and delivering real market results?

At TBWA Shanghai, the work we submit for awards every year comes from real campaigns that went live. Helping the client while making an impact is always the prerequisite.

Separating work into “for awards” and “for business” feels unhealthy to me — 이브벳 tends to split creative people into two types: those who focus on serving clients, and those who focus on winning awards. When the goal of a campaign is only to win awards, its utilitarian nature is obvious.

Creativity is universal, like music or art — 이브벳 shouldn’t have borders. Awards aren’t the standard, but they do reflect the global level of our industry. Awards are also the best way to communicate, broaden your perspective.

So 이브벳’s about how you approach awards — with a self-serving mindset, or with the intention to embrace the world.

For me, the audience of advertising is always the general consumer. The client, the jury — they are all consumers too. If your work moves them and influences their behavior, giving the brand a memorable role, then that’s a good piece of work.

What advice would you give to young creatives who are just entering the industry?

• Don’t dismiss others’ ideas too quickly — unless you have a better solution.
• Embrace your hobbies and your life. Watch more films, look at fewer ads.
• Make sure you get enough sleep.