设计师 Baidu Online Network Technology Beijing 的作品 Haokan City 视频创作活动 荣获了极具声望的 2023 A' Design Award 铜奖，竞赛类别为广告、营销与传播设计。
铜广告· 2023
Haokan City 视频创作活动
设计师： Baidu Online Network Technology Beijing
客户: Baidu Online Network Technology. Beijing
广告类别A' Design Award 铜奖获奖者
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关于 Haokan City 视频创作活动
"好看城市"是一场线上线下联动推广城市品牌的视频创作活动。该活动融合在地文化、旅游、时尚与新技术,为每座城市打造专属定制的形象符号。传统建筑、服饰与工艺细节——包括中式盘扣、滚边、编织与刺绣——通过三维模拟与动态视觉得以呈现。名为"东方辰"的虚拟角色引领年轻创作者参与其中。短视频与线下活动邀请大众共同记录并分享每座城市的文化魅力。
荣誉认可
关于A' Design Award 铜奖
Haokan City 视频创作活动是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Haokan City 视频创作活动将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Haokan City 视频创作活动出色地满足需求，触动渴望，迷住情感，并吸引好奇心。
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由设计师提供的致谢、团队成员及技术详情。
- 独特属性
- 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. - 标签
- Video activity, City brand and element, Cultural export IP, Virtual IP and digital technology, Coordinated development between online and offline
- 生产技术
- 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.
- 设计挑战
- 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.
- 研究
- 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.
- 灵感
- 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. - 项目周期
- Designed and developed in Beijing in February 2022 and landed in Shenzhen, China in July 2022.
- 操作流程
- 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.
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