Haokan City 영상 창작 캠페인 by Baidu Online Network Technology Beijing

Haokan City 영상 창작 캠페인 by Baidu Online Network Technology Beijing is a highly esteemed winner of the very prestigious 2023 A' Design Award 동상 in 광고, 마케팅 및 커뮤니케이션 디자인 Competition Category.

동광고· 2023

Haokan City 영상 창작 캠페인

by Baidu Online Network Technology Beijing

Client: Baidu Online Network Technology. Beijing

A' Design Award 동상 Winner in 광고 Category

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Colors

The Design

About Haokan City 영상 창작 캠페인

하오칸 시티(Haokan City)는 온라인과 오프라인에서 도시 브랜드를 알리는 영상 창작 캠페인이다. 이 캠페인은 지역 문화, 관광, 패션, 신기술을 결합해 각 도시만의 맞춤형 아이콘을 만들어낸다. 전통 건축과 의상, 그리고 중국식 매듭 단추, 파이핑, 직조, 자수 등 공예 디테일을 3D 시뮬레이션과 다이내믹 비주얼로 구현했다. 둥팡천(Dongfang Chen)이라는 캐릭터가 젊은 창작자들을 이끌며, 숏폼 영상과 오프라인 이벤트를 통해 사람들이 각 도시의 문화를 기록하고 공유하도록 유도한다.

The Recognition

About the A' Design Award 동상

Haokan City 영상 창작 캠페인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Haokan City 영상 창작 캠페인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Haokan City 영상 창작 캠페인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: HAOKAN CITY is an online and offline video creation activity focusing on city brands.
Applying modern technology and innovative expression, the team combines city humanistic characteristics, local cultural tourism, fashion and new technology and other elements to create a customized icon for the city. Through 3D display, it inspires the young group to record, communicate and spread the unique culture of each city through short video, promoting the integration of traditional art and modern life.
Tags: Video activity, City brand and element, Cultural export IP, Virtual IP and digital technology, Coordinated development between online and offline
Production Technology: With the understanding of traditional architecture, costume and culture, designers transform creatives into identifiers, visuals, images, short films and redefine brand images through dynamic propaganda, 3D display, metaverse and other new digital technologies to make traditional culture visible, audible and perceptible. It is worth mentioning that traditional Chinese knot buttons, piping, weaving, embroidery and others are fully displayed in the outfit of Dongfang Chen by 3D simulation.
Design Challenge: Symbolizing the city, the project is important in linking culture and human, creates a strong intellectual and cultural output IP of HAOKAN CITY. By constructing cultural themes and establishing celebrations, it promotes spreading traditional culture from both online and offline levels, break cultural barriers, promote the urban cultural digital upgrade, and create HAOKAN Video of New Creation Ecosystem with firm cultural confidence, reviving the charm of traditional culture in modern times.
Research: With the change of human concepts and the promotion of Internet technology, the cultural identity rooted in the hearts of people begins to be awakened, and the cultural landscape of the city is presented to young users through high quality videos, which revitalizes regional city content.
Inspiration: The activity aims to create a video creation and communication platform that gathers materials and inspiration from architectural art, humanistic history, technological development and other fields, connect traditional culture and young creators, and enhance their cultural identity and innovative inheritance.
Focusing on the young group, it creates a personalized IP image Dongfang Chen with the character of exploring the unknown, full of curiosity and chasing trends.
Project Duration: Designed and developed in Beijing in February 2022 and landed in Shenzhen, China in July 2022.
Operation Flow: Online, Relying on the advantages of short video platform, encourage old artists to go out and bring ancient skills and folk art into the vision of more people, and attract young creativity to record the unique traditional city culture with innovative expression techniques.
Offline, Hold various grand activities, and cooperate with political tourism, cultural tourism, fast consumer goods and other industries in innovative and interactive ways to expand the application of industry scenarios.