Every Treasure Tells A Story Kempen Kesedaran Pengiklanan oleh Zhou Haiwen, Che Shilong and Guo Cheng

Reka bentuk Every Treasure Tells A Story Kempen Kesedaran Pengiklanan oleh Zhou Haiwen, Che Shilong and Guo Cheng ialah pemenang yang sangat dihormati bagi 2024 A' Design Award Besi yang amat berprestij dalam Kategori Pertandingan Reka Bentuk Grafik, Ilustrasi dan Komunikasi Visual.

BesiGrafik· 2024

Every Treasure Tells A Story Kempen Kesedaran Pengiklanan

oleh Zhou Haiwen, Che Shilong and Guo Cheng

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

Pemenang A' Design Award Besi dalam Kategori Grafik

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Reka Bentuk

Mengenai Every Treasure Tells A Story Kempen Kesedaran Pengiklanan

Setiap Khazanah Menceritakan Sebuah Kisah adalah kempen kesedaran pengiklanan untuk sebuah dokumentari pendek yang mempersembahkan seratus khazanah kebangsaan China. Setiap khazanah diumpamakan sebagai sebuah bintang, dan buruj-buruj menggambarkan rentang masa dan ruang. Setiap khazanah juga dipadankan dengan sebuah kotak dialog. Sebahagian kotak berbentuk bulat dan sebahagian berbentuk segi empat, dan setiap satu mempunyai wataknya sendiri. Buku menjadi tema visual utama, dengan rujukan kepada kepingan buluh China, jilid berjahit benang, gulungan velum dan buku bersampul keras. Pendekatan grafik ini membantu penonton daripada budaya yang berbeza untuk memahami kisah-kisah tersebut.

Pengiktirafan

Mengenai A' Design Award Besi

Every Treasure Tells A Story Kempen Kesedaran Pengiklanan ialah pemenang A' Design Award Besi, pengiktirafan yang berprestij yang dianugerahkan kepada reka bentuk yang baik yang memenuhi keperluan profesional dan industri yang dijangka daripada ciptaan yang direka dengan baik. Pemenang Besi menunjukkan kemahiran yang besar, kepakaran yang tinggi, kefahaman pakar dan keupayaan kreatif penciptanya. Every Treasure Tells A Story Kempen Kesedaran Pengiklanan diharapkan menjadi ciptaan yang sangat dihargai, dikagumi dan disayangi yang praktikal dan inovatif. Reka bentuk pemenang A' Design Award Besi ini menyepadukan amalan terbaik industri dan mempunyai ciri teknikal yang kompeten yang dikaitkan dengan kepakaran dan bakat. Every Treasure Tells A Story Kempen Kesedaran Pengiklanan dihormati kerana ketelitiannya dan direka untuk memberikan peningkatan kualiti hidup yang membantu menjadikan dunia tempat yang lebih baik.

Di Sebalik Reka Bentuk

Kit Akhbar

Kredit, ahli pasukan dan butiran teknikal yang disediakan oleh pereka.

Ciri-Ciri Unik: 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.
Dimensi & Pembungkusan: 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.
Tag: Culture, China, Heritage, Creativity
Teknologi Pengeluaran: 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.
Cabaran Reka Bentuk: 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.
Penyelidikan: 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.
Inspirasi: 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.
Tempoh Projek: The project started in 2022 and is still in circulation worldwide.
Aliran Operasi: 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.
Ahli Pasukan: Zhou Haiwen, Che Shilong, Guo Cheng
Kredit Imej: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng