Every Treasure Tells A Story Reklamebewustwêringskampanje troch Zhou Haiwen, Che Shilong and Guo Cheng

Every Treasure Tells A Story Reklamebewustwêringskampanje troch Zhou Haiwen, Che Shilong and Guo Cheng is in heech wurdearre winner fan de tige prestizjeuze 2024 A' Design Award yn Izer yn de kompetysje-kategory Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp.

IzerGrafysk· 2024

Every Treasure Tells A Story Reklamebewustwêringskampanje

troch Zhou Haiwen, Che Shilong and Guo Cheng

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

A' Design Award yn Izer Winner yn de kategory Grafysk

10,861

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #159827

Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Every Treasure Tells A Story Reklamebewustwêringskampanje

Elke Skat Fertelt in Ferhaal is in reklamebewustwêringskampanje foar in koarte dokumintêre dy't hûndert nasjonale skatten fan Sina presintearret. Elke skat wurdt fergelike mei in stjer, en stjerrebylden suggerearje de omfang fan tiid en romte. Elke skat wurdt ek keppele oan in dialoochfak. Guon fakken binne rûn en guon binne fjouwerkant, en elk hat syn eigen karakter. Boeken foarmje it wichtichste fisuele tema, mei ferwizingen nei Sineeske bamboestripkes, mei tried ynbûne dielen, perkamintrôlen en hurdkaftboeken. De grafyske oanpak helpt sjoggers fan ferskillende kultueren om de ferhalen te begripen.

De Erkenning

Oer de A' Design Award yn Izer

Every Treasure Tells A Story Reklamebewustwêringskampanje is in winner fan de A' Design Award yn Izer, in prestisjeuze erkenning foar goede ûntwerpen dy't foldogge oan de profesjonele en yndustriële easken dy't ferwachte wurde fan goed ûntwurpen skeppings. Izerwinners litte grutte feardigens, hege spesjalisaasje, deskundich begryp en kreatyf fermogen fan har makkers sjen. Fan Every Treasure Tells A Story Reklamebewustwêringskampanje wurdt ferwachte dat it in tige heech achte, bewûndere en dierbere skepping is dy't praktysk en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Izer yntegrearret de bêste praktiken fan de sektor en hat feardige technyske skaaimerken ferbûn mei kennis en talint. Every Treasure Tells A Story Reklamebewustwêringskampanje wurdt respektearre foar syn yngeandens en is ûntwurpen om ferbetteringen fan de kwaliteit fan it libben te leverjen dy't helpe de wrâld ta in bettere plak te meitsjen.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: 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.
Ofmjittingen & Ferpakking: 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.
Labels: Culture, China, Heritage, Creativity
Produksjetechnology: 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.
Untwerpútdaging: 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.
Undersyk: 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.
Ynspiraasje: 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.
Projektdoer: The project started in 2022 and is still in circulation worldwide.
Operaasjestreamferrin: 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.
Teamleden: Zhou Haiwen, Che Shilong, Guo Cheng
Ofbyldingskrediten: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng