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 identified as a grand illustration of communication design by the A' Design Awards. 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 an international, juried, academic and meritocratic design competition which recognizes superior design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.

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