Every Treasure Tells A Story Oglaševalska kampanja za ozaveščanje – avtor Zhou Haiwen, Che Shilong and Guo Cheng

Delo Every Treasure Tells A Story Oglaševalska kampanja za ozaveščanje avtorja Zhou Haiwen, Che Shilong and Guo Cheng je izjemno cenjeni dobitnik prestižne nagrade 2024 Železna nagrada A' Design Award v tekmovalni kategoriji Grafično oblikovanje, ilustracija in vizualna komunikacija.

ŽeleznaGrafika· 2024

Every Treasure Tells A Story Oglaševalska kampanja za ozaveščanje

avtor/ica: Zhou Haiwen, Che Shilong and Guo Cheng

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

Dobitnik nagrade Železna nagrada A' Design Award v kategoriji Grafika

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Preverite status nagrade za #159827

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Dizajn

O dizajnu Every Treasure Tells A Story Oglaševalska kampanja za ozaveščanje

Vsak zaklad pripoveduje svojo zgodbo je oglaševalska kampanja za ozaveščanje, ustvarjena za kratki dokumentarni film, ki predstavlja sto nacionalnih zakladov Kitajske. Vsak zaklad je primerjan z zvezdo, ozvezdja pa nakazujejo razsežnost časa in prostora. Vsakemu zakladu je dodan tudi oblaček za dialog. Nekateri oblački so okrogli, nekateri kvadratni, vsak pa ima svoj lasten značaj. Osrednjo vizualno temo predstavljajo knjige, z navezavami na kitajske bambusove ploščice, knjige, vezane z nitko, pergamentne zvitke in trdo vezane knjige. Grafični pristop pomaga gledalcem iz različnih kultur razumeti pripovedovane zgodbe.

Priznanje

O nagradi Železna nagrada A' Design Award

Every Treasure Tells A Story Oglaševalska kampanja za ozaveščanje je prejemnik Železne nagrade A' Design Award, prestižnega priznanja, ki se podeljuje dobrim oblikovanjem, ki izpolnjujejo profesionalne in industrijske zahteve, pričakovane od dobro zasnovanih stvaritev. Prejemniki Železne nagrade kažejo veliko spretnost, visoko specializacijo, strokovno razumevanje in ustvarjalne zmožnosti svojih ustvarjalcev. Od Every Treasure Tells A Story Oglaševalska kampanja za ozaveščanje se pričakuje, da bo visoko cenjena, občudovana in ljubljena stvaritev, ki je praktična in inovativna. To oblikovanje, nagrajeno z Železno nagrado A' Design Award, vključuje najboljše prakse panoge in ima kompetentne tehnične lastnosti, povezane s strokovnim znanjem in talentom. Zaradi svoje temeljitosti si Every Treasure Tells A Story Oglaševalska kampanja za ozaveščanje zasluži spoštovanje in je zasnovan tako, da zagotavlja izboljšave kakovosti življenja, ki pomagajo narediti svet boljši kraj.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: 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.
Dimenzije in embalaža: 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.
Oznake: Culture, China, Heritage, Creativity
Proizvodna tehnologija: 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.
Oblikovalski izziv: 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.
Raziskave: 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.
Inspiracija: 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.
Trajanje projekta: The project started in 2022 and is still in circulation worldwide.
Potek delovanja: 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.
Člani ekipe: Zhou Haiwen, Che Shilong, Guo Cheng
Zasluge za slike: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng