ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
China Through the Lens - 30,000-Second Gallery
Agency VAVE Studio (VAVE (Shanghai) Creative Design Co., Ltd) / Shanghai + Shanghai InsPUMP Multimedia Co.,LTD / Shanghai + PRphoto / Beijing + OGK / Beijing
Category
Public Art / Installation Design
Annual ID
ADC102_ARC009B
About the Work
Mission
In 2022, Xiaomi and Leica Camera AG united to revolutionize optics and technology. With a shared vision of making high-quality photography available to everyone, a photography competition was launched to encourage smartphone users to explore the art of image capturing.
Over 270,000 photos from 2022 were submitted. The task was to display the winning entries in a visually striking event and to garner media attention for the brand’s mission.
Idea
Every moment of life is precious. Through photography, the emotions of the moment can be captured and remembered. What would be more appropriate than to offer these moments an equal place of staging? - at the iconic Great Wall of China.
We combined the diary entries of each individual person into a “portrait” of time. Countless tiny moments of life are superimposed together to form a macro narrative, an epic about ordinary people and momentary aesthetics. To a certain extent, they represent the memory of China in 2022.
Solution
100 giant light frame photos were displayed along a 1km stretch of the Great Wall. The centerpiece, a 5-sided LED cube, illuminated a curated collection of 30,000 photos counting down the final #30000seconds of the year, 8 hours long.
Drone shots captured the venue and AR fireworks were used to enhance the midnight show. The event was live-streamed for online audiences. The installation’s success in combining art and technology, as seen by its 49 million live views and 2.1 billion impressions, captivated and inspired audiences in an unprecedented level.
2023 Awards
Total Points: 9
Bronze Cube
Credits
Agency
VAVE Studio (VAVE (Shanghai) Creative Design Co., Ltd) / Shanghai
Design Firm
Shanghai InsPUMP Multimedia Co.,LTD / Shanghai
Digital Agency
PRphoto / Beijing
PR / Marketing Agency
OGK / Beijing
Client / Brand
Xiaomi / Beijing
Art Director
Chen Zhang
Fengguang Ren
Haijie Hu
Strategist
Guanjie Huang
Advertising Management
Wei Xu
Client Consulting
Guanjie Huang
Content Planner
Xiaonan Luo
Creative Management
Guanjie Huang
Nan Su
Creative Planner
Lin Shao
Xiaodong Luo
Xiaonan Luo
Digital Content Production
Chuan Xiang
Shaung Liu
Interaction Designer
Lin Shao
Qiang He
Xiaodong Luo
Yu Zhang
Marketing Management
Shiwei Wang
Ying Wang
Zhilei Wang
Zora Liao
PR manager
Fang Fang
Shichao Yang
Related Awards
