Bronze Advertising, Marketing and Communication Design · 2023
Haokan City Web Platform
by Baidu Online Network Technology Beijing
- A' Design Award 2023 Bronze Winner in Advertising, Marketing and Communication Design
- Awarded April 15, 2023
- CLIENT: Baidu Online Network Technology. Beijing
- Estimated Number of Design Views: 32,232
- Verification code 922352294E · Verify this award
About Haokan City Web Platform
Haokan City is a video creation campaign that promotes city brands online and offline. The campaign combines local culture, tourism, fashion and new technology to create a customized icon for each city. Traditional architecture, costume and craft details, including Chinese knot buttons, piping, weaving and embroidery, are shown through 3D simulation and dynamic visuals. A character named Dongfang Chen guides young creators. Short videos and offline events invite people to record and share the culture of each city.
Press Kit
- Unique Properties
- HAOKAN CITY is an online and offline video creation activity focusing on city brands.
Applying modern technology and innovative expression, the team combines city humanistic characteristics, local cultural tourism, fashion and new technology and other elements to create a customized icon for the city. Through 3D display, it inspires the young group to record, communicate and spread the unique culture of each city through short video, promoting the integration of traditional art and modern life. - Tags
- Video activity, City brand and element, Cultural export IP, Virtual IP and digital technology, Coordinated development between online and offline
- Production Technology
- With the understanding of traditional architecture, costume and culture, designers transform creatives into identifiers, visuals, images, short films and redefine brand images through dynamic propaganda, 3D display, metaverse and other new digital technologies to make traditional culture visible, audible and perceptible. It is worth mentioning that traditional Chinese knot buttons, piping, weaving, embroidery and others are fully displayed in the outfit of Dongfang Chen by 3D simulation.
- Design Challenge
- Symbolizing the city, the project is important in linking culture and human, creates a strong intellectual and cultural output IP of HAOKAN CITY. By constructing cultural themes and establishing celebrations, it promotes spreading traditional culture from both online and offline levels, break cultural barriers, promote the urban cultural digital upgrade, and create HAOKAN Video of New Creation Ecosystem with firm cultural confidence, reviving the charm of traditional culture in modern times.
- Project Duration
- Designed and developed in Beijing in February 2022 and landed in Shenzhen, China in July 2022.
- Operation Flow
- Online, Relying on the advantages of short video platform, encourage old artists to go out and bring ancient skills and folk art into the vision of more people, and attract young creativity to record the unique traditional city culture with innovative expression techniques.
Offline, Hold various grand activities, and cooperate with political tourism, cultural tourism, fast consumer goods and other industries in innovative and interactive ways to expand the application of industry scenarios. - Research
- With the change of human concepts and the promotion of Internet technology, the cultural identity rooted in the hearts of people begins to be awakened, and the cultural landscape of the city is presented to young users through high quality videos, which revitalizes regional city content.
- Inspiration
- The activity aims to create a video creation and communication platform that gathers materials and inspiration from architectural art, humanistic history, technological development and other fields, connect traditional culture and young creators, and enhance their cultural identity and innovative inheritance.
Focusing on the young group, it creates a personalized IP image Dongfang Chen with the character of exploring the unknown, full of curiosity and chasing trends.