China's National Treasures Vivified in Award-Winning Campaign

Every Treasure Tells A Story: A Cinematic Journey Through Chinese Heritage

The campaign, titled "Every Treasure Tells A Story," is the brainchild of designers Zhou Haiwen, Che Shilong, and Guo Cheng. This short documentary series breathes life into 100 of China's national treasures, showcasing the ingenuity of ancient Chinese civilization. The designers have ingeniously crafted a dialogue across time, pairing each artifact with a bespoke dialogue box, varying in shape and dimension, to underscore its unique historical narrative.

What sets this campaign apart is its departure from traditional cultural relic displays. Rather than simply naming each artifact, the campaign weaves a visual tale that resonates with viewers, inviting them to delve into the stories behind these treasures. The selection process was meticulous, choosing representative artifacts from a pool of a hundred, ensuring that each piece showcased contributes to a cohesive and compelling narrative.

The campaign's visual language is rich and symbolic, likening national treasures to celestial bodies that traverse time and space. This metaphorical representation not only enhances the aesthetic appeal but also deepens the audience's connection to the artifacts, as they are invited to explore the vast expanse of Chinese cultural history. The dialogue boxes, each distinct in form, represent the diverse means of communication, echoing the multifaceted nature of the treasures themselves.

Design realization for "Every Treasure Tells A Story" involved extensive research, drawing inspiration from ancient texts from both Eastern and Western traditions. The campaign's imagery is a nod to historical mediums such as Chinese bamboo slips, thread-bound books, and Western parchment scrolls. This cross-cultural tapestry allows for a universal appreciation of the stories, regardless of the viewer's background, fostering a global dialogue about heritage and history.

Despite the challenges of creating a design that aligns with the program's spirit and image, the designers succeeded in making the campaign universally accessible. By deconstructing and graphically expressing the concept of books, they bridged cultural gaps, allowing audiences worldwide to grasp the essence of Chinese stories and the spirit of the Orient.

The campaign's success is evidenced by its recognition at the prestigious A' Design Award, where it clinched the Iron award in the Graphics, Illustration, and Visual Communication Design category in 2024. This accolade is a testament to the campaign's design excellence, practicality, and innovation, fulfilling the professional and industrial standards of well-designed creations. "Every Treasure Tells A Story" not only informs but also inspires, contributing to a richer understanding of the world's cultural tapestry.