Revolutionizing Trunk Technology: Taekwondo by Li Taizhong and Liangxiangdong

A Unique Poster Design Inspired by the Art of Taekwondo and Ballet

The poster design presents a common scenario: a person returning from a shopping spree, struggling to close the trunk of their car due to the multitude of bags. The designers used hand-painted illustrations to vividly depict this situation, highlighting the convenience of Volkswagen's automatic trunk opening and closing feature. The image is both fitting and impactful, leaving a lasting impression on the viewer.

The design was realized using a High Definition Lamp Box, with a size of 2.4x1.5m. The light box advertising was strategically placed in a high-traffic area - the Zhengzhou high-speed railway station. The humorous and exaggerated illustrations were designed to catch the eye of passersby, effectively advertising the unique feature of the car.

One of the main challenges faced by the design team was capturing the facial expressions of the characters in the illustration. After much deliberation, they decided on exaggerated and tired expressions to effectively convey the struggle of opening a trunk without free hands. This decision was instrumental in driving the message home and making the advertisement relatable.

The design process was a testament to the designers' creativity and learning ability. A good designer, according to them, makes calculated decisions from the overall concept down to the smallest details. This continuous process of selection and refinement not only resulted in a successful design but also contributed to their cumulative design experience.

Li Taizhong and Liangxiangdong's "Taekwondo" poster design was recognized with the prestigious Golden A' Advertising, Marketing and Communication Design Award in 2019. This award is granted to exceptional, trendsetting creations that reflect the designer's ingenuity and wisdom. The design's success lies in its ability to effectively communicate a unique selling point while leaving a lasting impression on the viewer.