Every Treasure Tells A Story Reklaminė informuotumo didinimo kampanija – autorius Zhou Haiwen, Che Shilong and Guo Cheng

Darbas Every Treasure Tells A Story Reklaminė informuotumo didinimo kampanija, kurio autorius Zhou Haiwen, Che Shilong and Guo Cheng, yra itin vertinamas prestižinio 2024 Geležinis apdovanojimas A' Design Award laimėtojas konkurso kategorijoje Grafikos, iliustracijų ir vizualinės komunikacijos dizainas.

GeležinisGrafika· 2024

Every Treasure Tells A Story Reklaminė informuotumo didinimo kampanija

Dizaineris: Zhou Haiwen, Che Shilong and Guo Cheng

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

Kategorijos Grafika laimėtojas – Geležinis apdovanojimas A' Design Award

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Dizainas

Apie Every Treasure Tells A Story Reklaminė informuotumo didinimo kampanija

Kiekvienas lobis pasakoja istoriją – tai reklaminė informuotumo didinimo kampanija trumpam dokumentiniam filmui, pristatančiam šimtą Kinijos nacionalinių lobių. Kiekvienas lobis lyginamas su žvaigžde, o žvaigždynai simbolizuoja laiko ir erdvės platybes. Prie kiekvieno lobio taip pat pridedamas dialogo langelis. Kai kurie langeliai yra apvalūs, kiti – kvadratiniai, ir kiekvienas turi savitą charakterį. Pagrindinė vizualinė tema – knygos, primenančios kinų bambukines juosteles, siūlais susiūtus tomus, pergamento ritinius ir kietaviršius leidinius. Toks grafinis sprendimas padeda skirtingų kultūrų žiūrovams suprasti pasakojamas istorijas.

Pripažinimas

Apie Geležinis apdovanojimas A' Design Award

Every Treasure Tells A Story Reklaminė informuotumo didinimo kampanija laimėjo Geležinį apdovanojimą A' Design Award, prestižinį pripažinimą, skiriamą geriems dizainams, atitinkantiems profesinius ir pramoninius reikalavimus, kurių tikimasi iš gerai suprojektuotų kūrinių. Geležies laureatai rodo didelius kūrėjų įgūdžius, aukštą specializaciją, ekspertinį supratimą ir kūrybinį gebėjimą. Tikimasi, kad Every Treasure Tells A Story Reklaminė informuotumo didinimo kampanija bus aukštai vertinamas, žavimas ir brangus kūrinys, praktiškas ir novatoriškas. Šis Geležiniu apdovanojimu įvertintas dizainas integruoja geriausias pramonės praktikas ir turi kompetentingas technines savybes, susietas su patirtimi ir talentu. Every Treasure Tells A Story Reklaminė informuotumo didinimo kampanija gerbiamas už kruopštumą ir sukurtas taip, kad gerintų gyvenimo kokybę ir padėtų padaryti pasaulį geresne vieta.

Už dizaino

Spaudos rinkinys

Dizainerio pateikti kreditai, komandos nariai ir techninė informacija.

Unikalios savybės: 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.
Matmenys ir pakuotė: 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.
Žymos: Culture, China, Heritage, Creativity
Gamybos technologija: 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.
Dizaino iššūkis: 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.
Tyrimas: 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.
Įkvėpimas: 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.
Projekto trukmė: The project started in 2022 and is still in circulation worldwide.
Veikimo eiga: 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.
Komandos nariai: Zhou Haiwen, Che Shilong, Guo Cheng
Nuotraukų autoriai: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng