Every Treasure Tells A Story
Advertising Awareness Campaign for China Global Television Network Co., Ltd. Beijing, CN
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 creativity mainly tells stories about the national treasures of China, visual 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. In terms of image expression, the national treasure is compared to the stars, spanning the distance of time and space.
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Every Treasure Tells a Story by Zhou Haiwen Che Shilong and Guo Cheng
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Advertising Awareness Campaign by Zhou Haiwen Che Shilong and Guo Cheng
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Zhou Haiwen Che Shilong and Guo Cheng Every Treasure Tells a Story
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Zhou Haiwen Che Shilong and Guo Cheng Advertising Awareness Campaign
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China Global Television Network Co Ltd Beijing CNBrand Logo
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Every Treasure Tells A Story Advertising Awareness Campaign Press Releases
Explore press materials for Every Treasure Tells A Story, available in languages such as English.
Every Treasure Tells A Story Advertising Awareness Campaign Media Articles
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Unique Properties
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.
Tags
Culture, China, Heritage, Creativity
Production 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.
Design 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.
Project Duration
The project started in 2022 and is still in circulation worldwide.
Operation Flow
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.
Research
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.
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.
Image Credits
Illustrators, Creators. Zhou Haiwen, Che Shilong, Guo Cheng
Project Overview
Every Treasure Tells A Story Advertising Awareness Campaign has been a Iron winner in the Graphics, Illustration and Visual Communication Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
Iron Recognition
Zhou Haiwen, Che Shilong and Guo Cheng was recognized with the coveted Iron A' Design Award in 2024, a testament to excellence of their work Every Treasure Tells A Story Advertising Awareness Campaign.
Zhou Haiwen, Che Shilong and Guo Cheng Press Releases
Discover Zhou Haiwen, Che Shilong and Guo Cheng's journey through our press releases, available for all press members and journalists to use without restrictions. Press members can now immediately access 2 press releases.
Every Treasure Tells A Story: Unveiling China's National Treasures
An Advertising Awareness Campaign Showcasing China's Rich Cultural Heritage
Zhou Haiwen, Che Shilong and Guo Cheng Newsroom
Unlock a treasure trove of award-winning designs by accessing Zhou Haiwen, Che Shilong and Guo Cheng Newsroom.
