Every Treasure Tells A Story Ymgyrch Ymwybyddiaeth Hysbysebu gan Zhou Haiwen, Che Shilong and Guo Cheng

Mae Every Treasure Tells A Story Ymgyrch Ymwybyddiaeth Hysbysebu gan Zhou Haiwen, Che Shilong and Guo Cheng yn enillydd uchel ei barch o'r 2024 Gwobr Haearn A' Design Award mawreddog iawn yng Nghategori Cystadleuaeth Graffeg.

HaearnGraffeg· 2024

Every Treasure Tells A Story Ymgyrch Ymwybyddiaeth Hysbysebu

gan Zhou Haiwen, Che Shilong and Guo Cheng

Cleient: China Global Television Network Co., Ltd. Beijing, CN

Enillydd Gwobr Haearn A' Design Award yn y Categori Graffeg

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Enillydd Gwobr Wedi'i Wirio

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Gweld yn A' Design Award Datganiad i'r Wasg Bathodyn Gwobr

Lliwiau

Y Dyluniad

Am Every Treasure Tells A Story Ymgyrch Ymwybyddiaeth Hysbysebu

Mae Mae Pob Trysor yn Adrodd Stori yn ymgyrch ymwybyddiaeth hysbysebu ar gyfer rhaglen ddogfen fer sy'n cyflwyno cant o drysorau cenedlaethol Tsieina. Cymherir pob trysor â seren, ac mae cytserau yn awgrymu ehangder amser a gofod. Mae pob trysor hefyd yn cael ei baru â blwch deialog. Mae rhai blychau'n grwn a rhai'n sgwâr, ac mae gan bob un ei gymeriad ei hun. Mae llyfrau'n ffurfio'r prif thema weledol, gyda chyfeiriadau at ffyn bambŵ Tsieineaidd, cyfrolau wedi'u rhwymo â thoriad, rholiau memrwn a llyfrau clawr caled. Mae'r dull graffigol yn helpu gwylwyr o wahanol ddiwylliannau i ddeall y straeon.

Y Gydnabyddiaeth

Am y Gwobr Haearn A' Design Award

Mae Every Treasure Tells A Story Ymgyrch Ymwybyddiaeth Hysbysebu yn enillydd Gwobr Haearn A' Design Award, cydnabyddiaeth fawreddog a roddir i ddyluniadau da sydd yn bodloni'r gofynion proffesiynol a diwydiannol a ddisgwylir gan greadigaethau wedi'u dylunio'n dda. Mae enillwyr Haearn yn dangos medrusrwydd mawr, arbenigedd uchel, dealltwriaeth arbenigol a gallu creadigol eu crewyr. Disgwylir i Every Treasure Tells A Story Ymgyrch Ymwybyddiaeth Hysbysebu fod yn greadigaeth uchel ei bri, a edmygir ac a anwylir, sydd yn ymarferol ac yn arloesol. Mae'r dyluniad buddugol hwn o Wobr Haearn A' Design Award yn integreiddio arferion gorau'r diwydiant ac mae ganddo nodweddion technegol cymwys wedi'u cysylltu â gwybodaeth ymarferol a dawn. Parchir Every Treasure Tells A Story Ymgyrch Ymwybyddiaeth Hysbysebu am ei drylwyredd ac fe'i dyluniwyd i ddarparu gwelliannau ansawdd bywyd sydd yn helpu i wneud y byd yn lle gwell.

Y Tu Ôl i'r Dyluniad

Pecyn i'r Wasg

Credydau, aelodau tîm a manylion technegol a ddarparwyd gan y dylunydd.

Priodweddau Unigryw: Every Treasure Tells a Story is a short documentary introducing 100 of China's national treasures and talks about the creativity of the ancient Chinese people. The creative method mainly tells stories about national treasures, dialogues across time (historically speaking), combining each national treasure with different dialogue boxes. Those boxes vary greatly, some are round, some are square; all are unique and have their own distinct (dimensional) character.
Dimensiynau a Phecynnu: The dialog box represents communication, and each national treasure is combined with different dialog boxes. Some dialog boxes are round, and some dialog boxes are square. They are all unique and have their own characters.
The constellations in the starry sky represent people's imagination. Since ancient times, people have looked up at the starry sky and given them various cultural meanings.
Tagiau: Culture, China, Heritage, Creativity
Technoleg Cynhyrchu: Different from the display of general cultural relics, it does not specify the name of each national treasure, but starts from the overall feeling, gives the picture a story, and communicates visually.
In the selection of main cultural relics, instead of displaying a single national treasure, representative national treasures are selected from one hundred cultural relics for design.
In terms of image expression, the national treasure is compared to the stars, spanning the distance of time and space, and telling the story of the national treasure itself.
Her Dylunio: The advertising design is in line with the spirit and image of the program, with books as the main body of the design. Classics is not only the external image of the entire program, but also an important carrier of knowledge inheritance. For human beings, it has a unified value cognition and is universal.
In the design itself, deconstruction and graphic expression are used to deal with books, so that people with different cultural backgrounds can quickly understand the meaning, understand Chinese books through graphics, and understand the Chinese stories and oriental spirit behind the books.
Ymchwil: The advertising screen is easy to understand. It comes from the empathy of specific things and the complete artistic presentation, that is, the deconstruction and reorganization of familiar things. Humans are visual animals, and different colors and lines have different emotions and expressions. The pictures refer to a large number of ancient books from the East and the West, such as Chinese bamboo slips, thread-bound books, Western parchment scrolls, hardcover books, etc.
Ysbrydoliaeth: The assigned background, a vast starry sky, is turned into constellations symbolizing the span of time and space, and uses stories like Dunhuang Feitian (beautiful flying celestials in Buddhism, skilled in music and dance) with camel caravan in the Western (China) Regions.

The creative endeavor inspired the audience to understand and talk about Chinese culture, its vast cultural relics and inheritance.
Hyd y Prosiect: The project started in 2022 and is still in circulation worldwide.
Llif Gweithrediad: In the specific design, a large number of ancient books from the East and the West are referenced, such as Chinese bamboo slips, thread-bound books, Western sheepskin scrolls, hardcover books, etc. To the word dictionary in Chinese characters, one can also see The Classics in English. People with different cultural backgrounds can read different stories. For example, people who are familiar with Chinese characters can find the word dictionary hidden in book symbols. English speakers can also discover the fun of The Classics, which evokes the memory of their own country's books, and arouse their interest in exploring history.
Aelodau'r Tîm: Zhou Haiwen, Che Shilong, Guo Cheng
Cydnabyddiaeth Delweddau: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng