Bati Wu joins Heaven&Hell Shanghai as Creative Partner

Bati Wu has joined Heaven&Hell Shanghai as Creative Partner, to further enhance business development and elevate Heaven&Hell to new heights, while they prepare for expanding to overseas markets.

Since its establishment in 2019, Heaven&Hell has become one of the most competitive local creative agencies in the Chinese market, serving brands such as Alibaba, Tmall, Taobao, Ele.me, Meituan, Kuaishou, Xiaohongshu, and Nio.

Under the leadership of founders Danny Li and Jin Sihan (pictured below), HH has consistently delivered numerous outstanding cases for its clients, such as Tmall’s #Not Uncommon, #oneshoe, #China’s Rivers and Mountains, Own Names; Kuaishou’s #Bigger Stage; and NIO’s #Hear Nature.

Wu, a copywriter, previously served as the group creative director at Leo Burnett Shanghai, with 17 years of experience in international 4A agencies. He won first place in the marketing category of the 2014 Cannes Young Lions Competition China. He is also an external advisor for graduate students at Shanghai International Studies University, Jilin University, and Changchun University of Technology. Additionally, he has served as a judge for awards such as the Great Wall Award, Times Asia-Pacific Advertising Awards, 4A Golden Seal Awards, and One Show China. From 2015 to 2024, he was a core creative member of the McDonald’s brand, producing works such as “5G Fried Chicken,” “Wishing You a Golden Arches Year,” and the Shanghai Animation Film Studio New Year’s trilogy.

Wu and Danny Li, Co-Founder at Heaven&Hell, are also old friends and colleagues from their time at JWT, McCann, and Leo Burnett. Now, they are teaming up again, hoping to create more outstanding cases through a local creative boutique.

Li said: “I remember back in 2014 at McCann, Bati, at the age of 29, participated in the Young Lions competition as the oldest contestant and won first place in the marketing category. He then flew to Cannes, France, for the final competition. At the same time, Bati also had entries in the main Cannes competition that year, making it to the shortlist in two categories. With high expectations, Bati returned empty-handed from both the Young Lions and the main competition. During a voice call, Bati was very downcast, thinking he might never have another chance to win a Lion in his lifetime. He even joked about naming his son Wu Cannes (Bati’s surname is Wu, and in Chinese, Wu + Cannes = no Cannes). As we were talking, Bati fell into an open sewer without a cover and cursed, ‘Damn it, do people steal manhole covers in France too?!'”