设计师 Zhou Haiwen, Che Shilong and Guo Cheng 的作品 Every Treasure Tells A Story 广告宣传推广活动 荣获了极具声望的 2024 A' Design Award 铁奖，竞赛类别为平面、插画与视觉传达设计。
铁平面· 2024
Every Treasure Tells A Story 广告宣传推广活动
设计师： Zhou Haiwen, Che Shilong and Guo Cheng
客户: China Global Television Network Co., Ltd. Beijing, CN
平面类别A' Design Award 铁奖获奖者
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关于 Every Treasure Tells A Story 广告宣传推广活动
《如果国宝会说话》是一部展现中国一百件国家宝藏的短纪录片,此为其广告宣传推广活动。每一件国宝都被比作一颗星辰,星座则寓意时空的浩瀚跨度。每件国宝还配有一个对话框,有的为圆形,有的为方形,各具性格。书籍构成主要视觉主题,融入了中国竹简、线装书、羊皮卷与精装书等元素。这种图形化的表现手法,帮助来自不同文化背景的观众理解这些故事。
荣誉认可
关于A' Design Award 铁奖
Every Treasure Tells A Story 广告宣传推广活动是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Every Treasure Tells A Story 广告宣传推广活动将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Every Treasure Tells A Story 广告宣传推广活动因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。
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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
- 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.
- 尺寸与包装
- 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. - 标签
- Culture, China, Heritage, Creativity
- 生产技术
- 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. - 设计挑战
- 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. - 研究
- 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.
- 灵感
- 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. - 项目周期
- The project started in 2022 and is still in circulation worldwide.
- 操作流程
- 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.
- 团队成员
- Zhou Haiwen, Che Shilong, Guo Cheng
- 图片版权
- Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng
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