Zhou Haiwen, Che Shilong and Guo ChengによるEvery Treasure Tells A Story 広告啓発キャンペーン

Zhou Haiwen, Che Shilong and Guo ChengによるEvery Treasure Tells A Story 広告啓発キャンペーンは、グラフィックス・イラストレーション・ビジュアルコミュニケーションデザインコンペティションカテゴリーにおける非常に権威ある2024 A' Design Award 鉄賞の優れた受賞作品です。

鉄グラフィック· 2024

Every Treasure Tells A Story 広告啓発キャンペーン

デザイナー： Zhou Haiwen, Che Shilong and Guo Cheng

クライアント: China Global Television Network Co., Ltd. Beijing, CN

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デザイン

Every Treasure Tells A Story 広告啓発キャンペーンについて

『Every Treasure Tells a Story（如果国宝会説話）』は、中国の国宝百選を紹介する短編ドキュメンタリーのための広告啓発キャンペーンである。一つひとつの国宝を星に見立て、星座によって時間と空間の広がりを表現している。また、各国宝には吹き出しが添えられ、丸いものや四角いものなど、それぞれに個性が与えられている。ビジュアルの主題となるのは書物であり、中国の竹簡、線装本、羊皮紙の巻物、ハードカバーの書籍などを引用している。このグラフィック表現により、異なる文化背景を持つ鑑賞者にも物語が理解しやすくなっている。

受賞

A' Design Award 鉄賞について

Every Treasure Tells A Story 広告啓発キャンペーンは、よく設計された創造物に期待される専門的・産業的要件を満たす優れたデザインに授与される、権威ある評価である A' Design Award 鉄賞の受賞作品です。鉄賞の受賞作品は、制作者の高い技量、高度な専門性、専門家としての理解、創造的な能力を示しています。Every Treasure Tells A Story 広告啓発キャンペーンは、高く評価され、称賛され、愛される、実用的で革新的な創造物であることが期待されます。この A' Design Award 鉄賞を受賞したデザインは、業界のベストプラクティスを統合し、ノウハウと才能に結びついた有能な技術的特性を備えています。Every Treasure Tells A Story 広告啓発キャンペーンは、その徹底ぶりで尊敬され、世界をより良い場所にするための生活の質の向上をもたらすよう設計されています。

デザインの裏側

プレスキット

デザイナーが提供するクレジット、チームメンバー、技術的な詳細。

独自の特性: 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.
寸法とパッケージ: 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.
タグ: Culture, China, Heritage, Creativity
製造技術: 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.
デザインの課題: 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.
リサーチ: 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.
インスピレーション: 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.
プロジェクト期間: The project started in 2022 and is still in circulation worldwide.
オペレーションフロー: 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.
チームメンバー: Zhou Haiwen, Che Shilong, Guo Cheng
画像クレジット: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng