Every Treasure Tells A Story Reklamná kampaň na zvýšenie povedomia od Zhou Haiwen, Che Shilong and Guo Cheng

Dizajn Every Treasure Tells A Story Reklamná kampaň na zvýšenie povedomia od dizajnéra Zhou Haiwen, Che Shilong and Guo Cheng je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2024 Železná cena A' Design Award v súťažnej kategórii Grafika.

ŽeleznáGrafika· 2024

Every Treasure Tells A Story Reklamná kampaň na zvýšenie povedomia

od Zhou Haiwen, Che Shilong and Guo Cheng

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

Víťaz ocenenia Železná cena A' Design Award v kategórii Grafika

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Dizajn

O dizajne Every Treasure Tells A Story Reklamná kampaň na zvýšenie povedomia

Každý poklad rozpráva príbeh je reklamná kampaň na zvýšenie povedomia o krátkom dokumentárnom filme, ktorý predstavuje sto národných pokladov Číny. Každý poklad je prirovnaný k hviezde a súhvezdia naznačujú rozpätie času a priestoru. Ku každému pokladu je zároveň priradené dialógové okno. Niektoré okná sú okrúhle, iné štvorcové, pričom každé má svoj vlastný charakter. Hlavným vizuálnym motívom sú knihy, s odkazmi na čínske bambusové zvitky, väzby zošité niťou, pergamenové zvitky a knihy s pevnou väzbou. Grafický prístup pomáha divákom z rôznych kultúr porozumieť jednotlivým príbehom.

Ocenenie

O ocenení Železná cena A' Design Award

Every Treasure Tells A Story Reklamná kampaň na zvýšenie povedomia je laureát Železnej ceny A' Design Award, prestížneho uznania udeľovaného dobrým dizajnom, ktoré spĺňajú profesionálne a priemyselné požiadavky očakávané od dobre navrhnutých výtvorov. Laureáti Železnej ceny preukazujú veľkú zručnosť, vysokú špecializáciu, odborné porozumenie a tvorivé schopnosti svojich tvorcov. Od Every Treasure Tells A Story Reklamná kampaň na zvýšenie povedomia sa očakáva, že bude vysoko cenený, obdivovaný a milovaný výtvor, ktorý je praktický a inovatívny. Tento dizajn ocenený Železnou cenou A' Design Award zahŕňa najlepšie postupy v odvetví a má kompetentné technické vlastnosti spojené s know-how a talentom. Vďaka svojej dôkladnosti si Every Treasure Tells A Story Reklamná kampaň na zvýšenie povedomia zaslúži rešpekt a jeho úlohou je prinášať zlepšenia kvality života, ktoré pomáhajú robiť svet lepším miestom.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: 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.
Štítky: Culture, China, Heritage, Creativity
Výrobná technológia: 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.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: The project started in 2022 and is still in circulation worldwide.
Pracovný postup: 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.
Členovia tímu: Zhou Haiwen, Che Shilong, Guo Cheng
Zdroje obrázkov: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng