Lu Shengzhang is chief editor and lecturer on the courses Online Advertising Practice and Advertising Creativity and Manifestation in advertising in the undergraduate programme of the Open University of China (OUC, aka the China Central Radio and TV University). He is chairman of the Academic Committee, of the Animation School of the Communication University of China, a professor, and executive council member of the China Animation Association and a member of the China Artists Association. The 2008 mascot promotion film of the Beijing Olympic Games, for which he acted as chief director, won the special award of the education and advertising category of the Second (2006) China International Cartoon & Animation Festival, and won the Golden Eagle Award for Best Animation in August 2006. The 2008 mascot promotion film of Beijing Paralympics, for which he acted as chief director, won the Golden Monkey King Award for best short film in the Third China International Cartoon & Animation Festival. His works also include billboard advertising and television advertising of Nippon Paint’s Buns of Little Baby - 2000, a winner of the best creativity award of the magazine New York Advertising. He is chief director of the animation arts short film the ‘Wall -- to My Mother’, which won the special award of the judging panel of the First China International Cartoon & Animation Festival.