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 has been highlighted as an exceptional example of communication design by the A' Design Award. Every Treasure Tells a Story Advertising Awareness Campaign received the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2024. The A' Graphics, Illustration and Visual Communication Design Award is an international, jury-voted, fair and ethical 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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