Every Treasure Tells A Story Función Principal: Campaña de Sensibilización Publicitaria de Zhou Haiwen, Che Shilong and Guo Cheng

O deseño Every Treasure Tells A Story Función Principal: Campaña de Sensibilización Publicitaria de Zhou Haiwen, Che Shilong and Guo Cheng é un estimado gañador do moi prestixioso 2024 A' Design Award de Ferro na Categoría de Competición Deseño Gráfico, Ilustración e Comunicación Visual.

FerroGráfico· 2024

Every Treasure Tells A Story Función Principal: Campaña de Sensibilización Publicitaria

de Zhou Haiwen, Che Shilong and Guo Cheng

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

Gañador do A' Design Award de Ferro na Categoría Gráfico

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Cores

O Deseño

Sobre Every Treasure Tells A Story Función Principal: Campaña de Sensibilización Publicitaria

Texto do Libro: Cada Tesouro Conta unha Historia é unha campaña de sensibilización publicitaria para un documental curto que presenta cen tesouros nacionais de China. Cada tesouro compárase cunha estrela, e as constelacións suxiren a amplitude do tempo e do espazo. Cada tesouro tamén se combina cunha caixa de diálogo. Algunhas caixas son redondas e outras cadradas, e cada unha ten o seu propio carácter. Os libros conforman o tema visual principal, con referencias ás tiras de bambú chinesas, volumes cosidos con fío, pergameos enrolados e libros de tapa dura. O enfoque gráfico axuda aos espectadores de diferentes culturas a comprender as historias.

O Recoñecemento

Sobre o A' Design Award de Ferro

Every Treasure Tells A Story Función Principal: Campaña de Sensibilización Publicitaria gañou o A' Design Award de Ferro, un recoñecemento prestixioso outorgado a bos deseños que cumpren os requisitos profesionais e industriais esperados de creacións ben deseñadas. Os gañadores Ferro demostran a gran habilidade, a alta especialización, a comprensión experta e a capacidade creativa dos seus creadores. Espérase que Every Treasure Tells A Story Función Principal: Campaña de Sensibilización Publicitaria sexa unha creación moi apreciada, admirada e querida que é práctica e innovadora. Este deseño gañador do A' Design Award de Ferro integra as mellores prácticas do sector e ten características técnicas competentes ligadas ao saber facer e ao talento. Every Treasure Tells A Story Función Principal: Campaña de Sensibilización Publicitaria é respectado pola súa minuciosidade e está deseñado para proporcionar melloras na calidade de vida que axudan a facer do mundo un lugar mellor.

Detrás do deseño

Kit de prensa

Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.

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.
Dimensións e Embalaxe: 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
Tecnoloxía de Produción: 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.
Reto de Deseño: 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 do Proxecto: The project started in 2022 and is still in circulation worldwide.
Fluxo de Operacións: 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.
Membros do Equipo: Zhou Haiwen, Che Shilong, Guo Cheng
Créditos das Imaxes: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng