Every Treasure Tells A Story Kampania Reklamowo-Uświadamiająca by Zhou Haiwen, Che Shilong and Guo Cheng

Every Treasure Tells A Story Kampania Reklamowo-Uświadamiająca by Zhou Haiwen, Che Shilong and Guo Cheng is a highly esteemed winner of the very prestigious 2024 Żelazna Nagroda A' Design Award in Grafika, Ilustracja i Komunikacja Wizualna Competition Category.

ŻelaznaGrafika· 2024

Every Treasure Tells A Story Kampania Reklamowo-Uświadamiająca

by Zhou Haiwen, Che Shilong and Guo Cheng

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

Żelazna Nagroda A' Design Award Winner in Grafika Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Every Treasure Tells A Story Kampania Reklamowo-Uświadamiająca

Każdy Skarb Opowiada Historię to kampania reklamowo-uświadamiająca promująca krótki film dokumentalny prezentujący sto narodowych skarbów Chin. Każdy skarb porównany jest do gwiazdy, a konstelacje sugerują rozpiętość czasu i przestrzeni. Do każdego skarbu przypisany jest również dymek dialogowy. Niektóre dymki są okrągłe, inne kwadratowe, a każdy z nich ma swój własny charakter. Główny motyw wizualny stanowią książki, nawiązujące do chińskich desek bambusowych, zszywanych tomów, zwojów pergaminowych oraz opraw twardych. Takie podejście graficzne pomaga widzom z różnych kultur zrozumieć przedstawiane historie.

The Recognition

About the Żelazna Nagroda A' Design Award

Every Treasure Tells A Story Kampania Reklamowo-Uświadamiająca to laureat Żelaznej Nagrody A' Design Award, prestiżowego wyróżnienia przyznawanego dobrym projektom, które spełniają zawodowe i przemysłowe wymagania oczekiwane od dobrze zaprojektowanych dzieł. Laureaci Żelaznej Nagrody wykazują wielką biegłość, wysoką specjalizację, fachowe zrozumienie i zdolności twórcze ich autorów. Every Treasure Tells A Story Kampania Reklamowo-Uświadamiająca ma być wysoko cenionym, podziwianym i drogim sercu dziełem, które jest praktyczne i innowacyjne. Ten projekt nagrodzony Żelazną Nagrodą A' Design Award integruje najlepsze praktyki branżowe i ma kompetentne cechy techniczne powiązane z wiedzą fachową i talentem. Dzięki starannemu wykonaniu Every Treasure Tells A Story Kampania Reklamowo-Uświadamiająca cieszy się szacunkiem, a jego zadaniem jest zapewnianie poprawy jakości życia, która pomaga uczynić świat lepszym miejscem.

Behind the Design

Press Kit

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

Unique Properties: 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.
Dimensions & Packaging: 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
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project started in 2022 and is still in circulation worldwide.
Operation Flow: 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.
Team Members: Zhou Haiwen, Che Shilong, Guo Cheng
Image Credits: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng