Every Treasure Tells A Story Reklamkampanj för medvetenhet av Zhou Haiwen, Che Shilong and Guo Cheng

Designen Every Treasure Tells A Story Reklamkampanj för medvetenhet av Zhou Haiwen, Che Shilong and Guo Cheng är en högt ansedd vinnare av den mycket prestigefyllda 2024 A' Design Award i Järn i tävlingskategorin Grafik-, Illustrations- och Visuell Kommunikationsdesign.

JärnGrafik· 2024

Every Treasure Tells A Story Reklamkampanj för medvetenhet

av Zhou Haiwen, Che Shilong and Guo Cheng

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

Vinnare av A' Design Award i Järn i kategorin Grafik

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Designen

Om Every Treasure Tells A Story Reklamkampanj för medvetenhet

Every Treasure Tells a Story är en reklamkampanj för att skapa medvetenhet kring en kortdokumentär som presenterar hundra nationella skatter från Kina. Varje skatt jämförs med en stjärna, och stjärnbilder antyder tidens och rummets vidsträckthet. Varje skatt paras även ihop med en dialogruta. Vissa rutor är runda och andra fyrkantiga, och varje har sin egen karaktär. Böcker utgör det huvudsakliga visuella temat, med referenser till kinesiska bambustrimlor, trådbundna volymer, pergamentrullar och inbundna böcker. Det grafiska greppet hjälper åskådare från olika kulturer att förstå berättelserna.

Erkännandet

Om A' Design Award i Järn

Every Treasure Tells A Story Reklamkampanj för medvetenhet är vinnare av A' Design Award i Järn, ett prestigefyllt erkännande som tilldelas bra designverk som uppfyller de professionella och industriella krav som förväntas av välgjorda skapelser. Järnvinnare visar stor skicklighet, hög specialisering, expertförståelse och skaparnas kreativa förmåga. Every Treasure Tells A Story Reklamkampanj för medvetenhet förväntas vara en högt skattad, beundrad och älskad skapelse som är praktisk och innovativ. Detta vinnande verk i A' Design Award i Järn integrerar branschens bästa praxis och har kompetenta tekniska egenskaper kopplade till kunnande och talang. Every Treasure Tells A Story Reklamkampanj för medvetenhet respekteras för sin grundlighet och är utformat för att åstadkomma förbättringar av livskvaliteten som hjälper till att göra världen till en bättre plats.

Bakom designen

Presskit

Erkännanden, teammedlemmar och tekniska detaljer tillhandahållna av designern.

Unika egenskaper: 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.
Dimensioner & förpackning: 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.
Taggar: Culture, China, Heritage, Creativity
Produktionsteknik: 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.
Designutmaning: 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.
Forskning: 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.
Projektlängd: The project started in 2022 and is still in circulation worldwide.
Arbetsflöde: 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.
Teammedlemmar: Zhou Haiwen, Che Shilong, Guo Cheng
Bildkrediteringar: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng