Press Release
Every Treasure Tells A Story Advertising Awareness Campaign by Zhou Haiwen, Che Shilong and Guo Cheng Is Granted the A' Design Award in Graphics, Illustration and Visual Communication Design
Zhou Haiwen, Che Shilong and Guo Cheng honored for graphics, illustration and visual communication design by the international grand jury of the 2023 - 2024 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2024 /DesignNewswire/ A' Design Award & Competition has confirmed the A' Design Award in the Graphics, Illustration and Visual Communication Design category for Every Treasure Tells A Story Advertising Awareness Campaign by Zhou Haiwen, Che Shilong and Guo Cheng, designed for China Global Television Network Co., Ltd. Beijing, CN. The result belongs to the 2023 - 2024 A' Design Award & Competition and was reached through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.
About the A' Design Award
The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
More About Every Treasure Tells A Story Advertising Awareness Campaign
Every Treasure Tells a Story is an advertising awareness campaign for a short documentary that presents one hundred national treasures of China. Each treasure is compared to a star, and constellations suggest the span of time and space. Each treasure is also paired with a dialogue box. Some boxes are round and some are square, and each has its own character. Books form the main visual theme, with references to Chinese bamboo slips, thread-bound volumes, parchment scrolls and hardcover books. The graphic approach helps viewers from different cultures understand the stories.
Award Record
Zhou Haiwen, Che Shilong and Guo Cheng is a winner of 1 A' Design Award, including this recognition.
About the A' Graphics, Illustration and Visual Communication Design Award
The A' Graphic Design Award is an international graphic design competition recognizing good graphic designs by best creative agencies and designers worldwide. The competition is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Entries typically include logos, posters, infographics, brochures, packaging designs and business cards. Awarded graphic designs are published at https://designers.org/design-category/graphics
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/159827
- A' Design Award Page: https://competition.adesignaward.com/159827
- Media Showcase: https://www.designnewsroom.com/!159827
- Laureate Profile: https://designers.org/d/137024
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Every Treasure Tells A Story Advertising Awareness Campaign
- Function
- Advertising Awareness Campaign
- Category
- Graphics, Illustration and Visual Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising and Arts
- Colors
- Dark Slate Gray, Black and Dark Olive Green
- Images
- 5
- Client
- China Global Television Network Co., Ltd. Beijing, CN
The Recognition
- Laureate
- Zhou Haiwen, Che Shilong and Guo Cheng
- Country
- China
- Recognition
- A' Design Award
- Edition
- 2023 - 2024
- Design ID
- #159827
Credits
- Team
- Zhou Haiwen, Che Shilong, Guo Cheng
- Image Credits
- Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- The project started in 2022 and is still in circulation worldwide.
- Specifications
- 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.
- Keywords
- Culture, China, Heritage, Creativity
