Every Treasure Tells A Story Reklamekampagne for Bevidsthed af Zhou Haiwen, Che Shilong and Guo Cheng er en højt anset vinder af den meget prestigefyldte 2024 A' Design Award i Jern i konkurrencekategorien Grafik, Illustration og Visuel Kommunikationsdesign.
JernGrafik· 2024
Every Treasure Tells A Story Reklamekampagne for Bevidsthed
af Zhou Haiwen, Che Shilong and Guo Cheng
Klient: China Global Television Network Co., Ltd. Beijing, CN
Vinder af A' Design Award i Jern i kategorien Grafik
Verificeret Prisvinder
Verificer Prisstatus for #159827Designet
Om Every Treasure Tells A Story Reklamekampagne for Bevidsthed
Hver Skat Fortæller en Historie er en reklamekampagne, der skaber opmærksomhed om en kort dokumentarfilm, som præsenterer hundrede nationale skatte fra Kina. Hver skat sammenlignes med en stjerne, og stjernebilleder antyder tidens og rummets udstrækning. Hver skat er også parret med en taleboks. Nogle bokse er runde, andre firkantede, og hver har sin egen karakter. Bøger udgør det overordnede visuelle tema, med referencer til kinesiske bambusstrimler, trådindbundne bind, pergamentruller og indbundne bøger. Den grafiske tilgang hjælper beskuere fra forskellige kulturer med at forstå historierne.
Anerkendelsen
Om A' Design Award i Jern
Every Treasure Tells A Story Reklamekampagne for Bevidsthed er vinder af A' Design Award i Jern, en prestigefyldt anerkendelse, der tildeles gode designs, som opfylder de professionelle og industrielle krav, man forventer af veldesignede skabelser. Jernvinderne viser stor dygtighed, høj specialisering, ekspertforståelse og kreativ kapacitet hos deres skabere. Every Treasure Tells A Story Reklamekampagne for Bevidsthed forventes at være en højt estimeret, beundret og kær skabelse, der er praktisk og innovativ. Dette design, der har vundet A' Design Award i Jern, integrerer branchens bedste praksis og har kompetente tekniske egenskaber knyttet til knowhow og talent. Every Treasure Tells A Story Reklamekampagne for Bevidsthed respekteres for sin grundighed og er designet til at levere forbedringer af livskvaliteten, der er med til at gøre verden til et bedre sted.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- 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.
- Dimensioner & Emballage
- 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. - Tags
- Culture, China, Heritage, Creativity
- Produktionsteknologi
- 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. - Designudfordring
- 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. - Forskning
- 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.
- Inspiration
- 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. - Projektvarighed
- The project started in 2022 and is still in circulation worldwide.
- Driftsflow
- 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.
- Teammedlemmer
- Zhou Haiwen, Che Shilong, Guo Cheng
- Billedkreditering
- Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng
Sponsoreret
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