Every Treasure Tells A Story Advertising Awareness Campaign by Zhou Haiwen, Che Shilong and Guo Cheng |
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| DESIGN NAME: Every Treasure Tells A Story PRIMARY FUNCTION: Advertising Awareness Campaign 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: 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. PROJECT DURATION AND LOCATION: The project started in 2022 and is still in circulation worldwide. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: 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. SPECIFICATIONS / TECHNICAL PROPERTIES: 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. TAGS: Culture, China, Heritage, Creativity RESEARCH ABSTRACT: 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. CHALLENGE: 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. ADDED DATE: 2024-02-28 10:23:21 TEAM MEMBERS (1) : Zhou Haiwen, Che Shilong, Guo Cheng IMAGE CREDITS: Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng |
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NAME: China Global Television Network Co., Ltd. Beijing, CN PROFILE: "China Global Television Network, or CGTN, is an international media organization launched on December 31, 2016. It aims to provide global audiences with accurate and timely news coverage as well as rich audiovisual services, promoting communication and understanding between China and the world, and enhancing cultural exchanges and mutual trust between China and other countries. Headquartered in Beijing, CGTN has three production centers, located in Nairobi, Washington D.C. and London, all staffed with international professionals from around the world. Adhering to the principles of objectivity, rationality and balance in reporting, CGTN endeavors to present information from diverse perspectives." |
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Every Treasure Tells a Story Advertising Awareness Campaign by Zhou Haiwen, Che Shilong and Guo Cheng is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Zhou Haiwen, Che Shilong and Guo Cheng. · Click here to view the profile and other works by Zhou Haiwen, Che Shilong and Guo Cheng. |
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