Every Treasure Tells A Story Campaña publicitaria de concienciación de Zhou Haiwen, Che Shilong and Guo Cheng

El diseño Every Treasure Tells A Story Campaña publicitaria de concienciación de Zhou Haiwen, Che Shilong and Guo Cheng es un ganador altamente estimado del prestigioso 2024 A' Design Award de Hierro en la categoría de competición Diseño Gráfico, Ilustración y Comunicación Visual.

HierroGráfico· 2024

Every Treasure Tells A Story Campaña publicitaria de concienciación

de Zhou Haiwen, Che Shilong and Guo Cheng

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

Ganador del A' Design Award de Hierro en la Categoría Gráfico

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El Diseño

Acerca de Every Treasure Tells A Story Campaña publicitaria de concienciación

Cada Tesoro Cuenta una Historia es una campaña publicitaria de concienciación para un cortometraje documental que presenta cien tesoros nacionales de China. Cada tesoro se compara con una estrella, y las constelaciones sugieren la extensión del tiempo y el espacio. Cada tesoro se acompaña, además, de un bocadillo de diálogo. Algunos bocadillos son redondos y otros cuadrados, y cada uno posee su propio carácter. Los libros constituyen el eje visual principal, con referencias a las tablillas de bambú chinas, los volúmenes encuadernados con hilo, los rollos de pergamino y los libros de tapa dura. El enfoque gráfico ayuda a que espectadores de distintas culturas comprendan las historias.

El Reconocimiento

Acerca del A' Design Award de Hierro

Every Treasure Tells A Story Campaña publicitaria de concienciación ha ganado el A' Design Award de Hierro, un reconocimiento prestigioso concedido a buenos diseños que cumplen los requisitos profesionales e industriales que se esperan de creaciones bien diseñadas. Los ganadores de Hierro demuestran gran habilidad, alta especialización, comprensión experta y capacidad creativa de sus creadores. Se espera que Every Treasure Tells A Story Campaña publicitaria de concienciación sea una creación muy apreciada, admirada y querida, práctica e innovadora. Este diseño ganador del A' Design Award de Hierro integra las mejores prácticas del sector y tiene características técnicas competentes unidas a conocimiento práctico y talento. Every Treasure Tells A Story Campaña publicitaria de concienciación es respetado por su minuciosidad y está concebido para aportar mejoras en la calidad de vida que ayudan a hacer del mundo un lugar mejor.

Detrás del Diseño

Kit de Prensa

Créditos, miembros del equipo y detalles técnicos proporcionados por el diseñador.

Propiedades Únicas: 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.
Dimensiones y Embalaje: 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.
Etiquetas: Culture, China, Heritage, Creativity
Tecnología de Producción: 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.
Desafío de Diseño: 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.
Investigación: 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.
Inspiración: 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.
Duración del Proyecto: The project started in 2022 and is still in circulation worldwide.
Flujo de Operación: 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.
Miembros del Equipo: Zhou Haiwen, Che Shilong, Guo Cheng
Créditos de Imagen: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng