Every Treasure Tells a Story

Every Treasure Tells a Story is an advertising awareness campaign for a short documentary that presents one hundred national treasures of China. Each treasure is compared to a star, and constellations suggest the span of time and space. Each treasure is also paired with a dialogue box. Some boxes are round and some are square, and each has its own character. Books form the main visual theme, with references to Chinese bamboo slips, thread-bound volumes, parchment scrolls and hardcover books. The graphic approach helps viewers from different cultures understand the stories.

Every Treasure Tells a Story Advertising Awareness Campaign by Zhou Haiwen, Che Shilong and Guo Cheng was highlighted as an innovative representation of communication design by the A' Design Award. Every Treasure Tells a Story Advertising Awareness Campaign was awarded the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2024. The A' Graphics, Illustration and Visual Communication Design Award is a highly prestigious, international, juried design recognition program that celebrates superior design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.

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