Every Treasure Tells A Story Reclamebewustwordingscampagne door Zhou Haiwen, Che Shilong and Guo Cheng

Het ontwerp Every Treasure Tells A Story Reclamebewustwordingscampagne door Zhou Haiwen, Che Shilong and Guo Cheng is een hoog aangeschreven winnaar van de zeer prestigieuze 2024 A' Design Award in IJzer in de competitiecategorie Grafisch, Illustratie en Visuele Communicatie Ontwerp.

IJzerGrafisch· 2024

Every Treasure Tells A Story Reclamebewustwordingscampagne

door Zhou Haiwen, Che Shilong and Guo Cheng

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

Winnaar van de A' Design Award in IJzer in de categorie Grafisch

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Het Ontwerp

Over Every Treasure Tells A Story Reclamebewustwordingscampagne

Every Treasure Tells a Story is een reclamebewustwordingscampagne voor een korte documentaire die honderd nationale schatten van China presenteert. Elke schat wordt vergeleken met een ster, en sterrenbeelden verwijzen naar de omvang van tijd en ruimte. Elke schat wordt ook gekoppeld aan een tekstballon. Sommige ballonnen zijn rond en andere vierkant, en elk heeft zijn eigen karakter. Boeken vormen het centrale visuele thema, met verwijzingen naar Chinese bamboestrips, garenbanden, perkamenten rollen en gebonden boeken. De grafische benadering helpt kijkers uit verschillende culturen de verhalen te begrijpen.

De Erkenning

Over de A' Design Award in IJzer

Every Treasure Tells A Story Reclamebewustwordingscampagne is winnaar van de A' Design Award in IJzer, een prestigieuze erkenning die wordt toegekend aan goede ontwerpen die voldoen aan de professionele en industriële eisen die worden verwacht van goed ontworpen creaties. Winnaars in IJzer tonen grote vaardigheid, hoge specialisatie, deskundig inzicht en het creatieve vermogen van hun makers. Every Treasure Tells A Story Reclamebewustwordingscampagne wordt verwacht een hooggewaardeerde, bewonderde en gekoesterde creatie te zijn die praktisch en innovatief is. Dit ontwerp dat de A' Design Award in IJzer heeft gewonnen, integreert de beste praktijken uit de sector en heeft bekwame technische kenmerken die verbonden zijn met knowhow en talent. Every Treasure Tells A Story Reclamebewustwordingscampagne wordt gerespecteerd om zijn grondigheid en is ontworpen om verbeteringen van de levenskwaliteit te bieden die helpen de wereld een betere plek te maken.

Achter het Ontwerp

Perskit

Credits, teamleden en technische details verstrekt door de ontwerper.

Unieke Eigenschappen: 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.
Afmetingen & Verpakking: 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.
Tags: Culture, China, Heritage, Creativity
Productietechnologie: 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.
Ontwerpuitdaging: 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.
Onderzoek: 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.
Inspiratie: 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.
Projectduur: The project started in 2022 and is still in circulation worldwide.
Werkproces: 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.
Teamleden: Zhou Haiwen, Che Shilong, Guo Cheng
Beeldcredits: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng