Every Treasure Tells A Story Kanpaina Publizitario Kontzientziazio Kanpaina by Zhou Haiwen, Che Shilong and Guo Cheng

Every Treasure Tells A Story Kanpaina Publizitario Kontzientziazio Kanpaina by Zhou Haiwen, Che Shilong and Guo Cheng is a highly esteemed winner of the very prestigious 2024 Burdinazko Saria A' Design Award in Grafismo, Ilustrazio eta Ikus Komunikazio Diseinua Competition Category.

BurdinaGrafismoa· 2024

Every Treasure Tells A Story Kanpaina Publizitario Kontzientziazio Kanpaina

by Zhou Haiwen, Che Shilong and Guo Cheng

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

Burdinazko Saria A' Design Award Winner in Grafismoa Category

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Colors

The Design

About Every Treasure Tells A Story Kanpaina Publizitario Kontzientziazio Kanpaina

Altxor Bakoitzak Istorio Bat Kontatzen Du Txinako ehun altxor nazional aurkezten dituen dokumental labur baterako publizitate-kontzientziazio kanpaina da. Altxor bakoitza izar batekin alderatzen da, eta konstelazioek denbora- eta espazio-hedadura iradokitzen dute. Altxor bakoitza elkarrizketa-koadro batekin ere parekatzen da. Koadro batzuk biribilak dira eta beste batzuk karratuak, eta bakoitzak bere izaera propioa du. Liburuak dira ikus-gai nagusia, Txinako banbu-xaflei, hari bidez josindako liburukiei, pergaminozko errotuluei eta azal gogorreko liburuei erreferentzia eginez. Ikus-hurbilketa horrek kultura ezberdinetako ikusleei istorioak ulertzen laguntzen die.

The Recognition

About the Burdinazko Saria A' Design Award

Every Treasure Tells A Story Kanpaina Publizitario Kontzientziazio Kanpaina Burdinazko Saria A' Design Award irabazlea da, ondo diseinatutako sorkuntzetatik espero diren eskakizun profesional eta industrialak betetzen dituzten diseinu onei ematen zaien aitorpen prestijiotsua. Burdin-mailako irabazleek beren sortzaileen trebetasun handia, espezializazio handia, adituen ulermena eta sormen-gaitasuna erakusten dituzte. Every Treasure Tells A Story Kanpaina Publizitario Kontzientziazio Kanpaina oso estimatua, miretsia eta maitea den sorkuntza izatea espero da, praktikoa eta berritzailea dena. Burdinazko Saria A' Design Award irabazi duen diseinu honek sektoreko praktika onenak integratzen ditu eta know-how-ari eta talentuari lotutako ezaugarri tekniko gaituak ditu. Every Treasure Tells A Story Kanpaina Publizitario Kontzientziazio Kanpaina zehaztasunagatik errespetatua den lana da, eta mundua leku hobea egiten laguntzen duten bizi-kalitatearen hobekuntzak eskaintzeko diseinatua dagoena.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Project Duration: The project started in 2022 and is still in circulation worldwide.
Operation Flow: 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.
Team Members: Zhou Haiwen, Che Shilong, Guo Cheng
Image Credits: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng