Every Treasure Tells A Story Kampanya sa Pagpapahayag Pang-Advertising ni Zhou Haiwen, Che Shilong and Guo Cheng

Ang disenyo na Every Treasure Tells A Story Kampanya sa Pagpapahayag Pang-Advertising ni Zhou Haiwen, Che Shilong and Guo Cheng ay isang lubhang iginagalang na nagwagi ng napaka-prestihiyosong 2024 A' Design Award na Bakal sa Kategoryang Paligsahan na Disenyo ng Grapika, Ilustrasyon at Biswal na Komunikasyon.

BakalGrapika· 2024

Every Treasure Tells A Story Kampanya sa Pagpapahayag Pang-Advertising

ni Zhou Haiwen, Che Shilong and Guo Cheng

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

Nagwagi ng A' Design Award na Bakal sa Kategoryang Grapika

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Mga Kulay

Ang Disenyo

Tungkol sa Every Treasure Tells A Story Kampanya sa Pagpapahayag Pang-Advertising

Ang Bawat Kayamanan ay May Kuwento ay isang kampanya sa pagpapahayag pang-advertising para sa isang maikling dokumentaryo na naglalahad ng isandaang pambansang kayamanan ng Tsina. Ang bawat kayamanan ay inihahalintulad sa isang bituin, at ang mga konstelasyon ay nagpapahiwatig ng saklaw ng panahon at espasyo. Ang bawat kayamanan ay iniparis din sa isang dialogue box. Ang ibang mga kahon ay bilog at ang iba naman ay parisukat, at ang bawat isa ay may sariling katangian. Ang mga aklat ang bumubuo sa pangunahing biswal na tema, kasama ang mga sanggunian sa mga Tsinong kawayang tabla, mga librong tinalian ng sinulid, mga pergaminong balumbon, at mga aklat na may matigas na balat. Ang pamamaraang biswal na ito ay tumutulong sa mga manonood mula sa iba't ibang kultura upang maunawaan ang mga kuwento.

Ang Pagkilala

Tungkol sa A' Design Award na Bakal

Ang Every Treasure Tells A Story Kampanya sa Pagpapahayag Pang-Advertising ay nagwagi ng A' Design Award na Bakal, isang prestihiyosong pagkilalang iginagawad sa mga mahuhusay na disenyong tumutugon sa mga propesyonal at pang-industriyang kinakailangang inaasahan sa mga mahusay na pagkakadisenyong likha. Ang mga nagwagi ng Bakal ay nagpapakita ng dakilang husay, mataas na espesyalisasyon, dalubhasang pag-unawa at kakayahang malikhain ng kanilang mga lumikha. Inaasahang ang Every Treasure Tells A Story Kampanya sa Pagpapahayag Pang-Advertising ay isang lubos na pinahahalagahan, hinahangaan at minamahal na likhang praktikal at makabago. Ang disenyong ito na nagwagi ng A' Design Award na Bakal ay nagsasama ng pinakamahuhusay na kasanayan ng industriya at may mahuhusay na katangiang teknikal na may kasamang kaalaman at talento. Ang Every Treasure Tells A Story Kampanya sa Pagpapahayag Pang-Advertising ay iginagalang dahil sa kaingatan nito at idinisenyo upang maghatid ng mga pagpapabuti sa kalidad ng buhay na tumutulong gawing mas mabuting lugar ang mundo.

Sa Likod ng Disenyo

Press Kit

Mga kredito, miyembro ng koponan at teknikal na detalye na ibinigay ng taga-disenyo.

Mga Natatanging Katangian: 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.
Mga Sukat at 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.
Mga Tag: Culture, China, Heritage, Creativity
Teknolohiya sa Produksyon: 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.
Hamon sa Disenyo: 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.
Pananaliksik: 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.
Inspirasyon: 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.
Tagal ng Proyekto: The project started in 2022 and is still in circulation worldwide.
Daloy ng Operasyon: 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.
Mga Miyembro ng Koponan: Zhou Haiwen, Che Shilong, Guo Cheng
Mga Credit ng Larawan: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng