Don't Lose Your Biculutural 통합 광고 캠페인 by Yingbo Qiao

Don't Lose Your Biculutural 통합 광고 캠페인 by Yingbo Qiao is a highly esteemed winner of the very prestigious 2021 A' Design Award 은상 in 광고, 마케팅 및 커뮤니케이션 디자인 Competition Category.

은광고· 2021

Don't Lose Your Biculutural 통합 광고 캠페인

by Yingbo Qiao

Client: Sparrow Creative Lab

A' Design Award 은상 Winner in 광고 Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

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The Design

About Don't Lose Your Biculutural 통합 광고 캠페인

'Don't Lose Your Bicultural'는 소수민족 대상 텔레비전 채널 서비스를 위해 제작된 통합 광고 캠페인이다. 캠페인은 여덟 점의 포스터로 구성되며, 각 제목은 포르투갈어, 중국어, 아랍어, 러시아어, 일본어, 프랑스어, 이탈리아어, 힌디어 등 서로 다른 언어로 표기된다. 비주얼은 픽셀 아트를 활용하며, 상실의 순간을 상징하는 텔레비전 테스트 패턴(컬러 바)을 중심으로 구성되었다. 참여 국가를 상징하는 요소들이 하나로 결합되어 통합적이면서도 다양성을 담은 이미지를 만들어낸다. 이 캠페인의 목적은 이민자 공동체가 자신들의 언어와 문화유산을 지켜 나가도록 독려하는 데 있다.

The Recognition

About the A' Design Award 은상

Don't Lose Your Biculutural 통합 광고 캠페인, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Don't Lose Your Biculutural 통합 광고 캠페인, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Don't Lose Your Biculutural 통합 광고 캠페인, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: To leverage Xfinity Ethnic Channel’s patented brand promise of multicultural provider by showing it in dramatic fashion, rather than just saying it in a straightforward way. To further reinforce the theme the solution was built around fully embracing the TV test pattern which alludes to the moment of “loss”. Its ties Ethnic channels including Brazil, China, France, Italy, Japan, India, Russia, middle east by connecting the symbols of the participating countries to create a diverse feeling.
Dimensions & Packaging: The eight posters contain eight different languages in title to interpret the main idea -Don’t lose your bicultural.
Tags: Culture diversity, Ethnic Channel, Culture integration,
Production Technology: Pixel art in using at the design. Pixel art is a type of digital art that harks back to the early days of computer graphics, where there were only a limited number of pixels on screen, and so any visuals you created looked quite crude and blocky.
Design Challenge: The loss of language undermines a people's sense of identity and belonging, which uproots the entire community in the end. They may become incorporated into the dominant language and culture that has subsumed them, but they have lost their heritage along the way. Xfinity Ethnic Channel knows how important your languages are.
Research: Cultural loss usually occurs when a smaller group encounters or becomes wrapped up in a larger, more dominant culture.immigrants just learning to speak English, which is what most Americans focus on.One reason for Xfinity Ethnic Channel can save your roots is that English typically replaces the language of one’s immigrant parents and grandparents. As a result, linguistic assimilation sometimes fuels efforts to regain the language and heritage that has been lost.
Inspiration: As a pioneer spot, the Bay Area has long been a destination for immigrants from within the United States and abroad, and boasts one of the most diverse populations in the country; Therefore, people who live here all have most commonly understood form of assimilation is that of cultural assimilation. Especially for minorities. they are eager to find a way to maintain their own culture, and need a TV platform like Xfinity Ethnic Channel to help them to achieve their goal of cultural integration.
Project Duration: The project started in November 2020 in San Francisco and finished in January 202.
Operation Flow: Compared with the same period last year, one month after the advertising campaign was launched, channel subscriptions have increased by 25%。
Team Members: Yingbo Qiao
Image Credits: Illustration/Creative Director: Yingbo Qiao