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.
Category
Motion
Annual ID
ADC102_TYP034M
About the Work
Background
The Daming Palace is a key cultural heritage site in China, Built in Year 643 and the largest ancient city in Chang'an during the Tang Dynasty. The Daming Palace hopes to reshape its brand image and inspire young people's love for traditional and ancient brands.
Insight
Ladies of Tang Dynasty were the most respected, free, independent, beautiful, and stunning portrayal of women in the Daming Palace during the Tang Dynasty.
Execution
Our inspiration comes from the Tang Dynasty paintings "Daolian Tu" and "Huishan Shi Nu Tu," representative works of Tang Dynasty painters Zhang Xuan and Zhou Fang, which vividly describe the appearance of Ladies of Tang Dynasty. Based on the women's figures in surviving works, we selected representative hairstyles and lip colours of Ladies of Tang Dynasty, reconstructed abstract geometric shapes, combined Eastern and Western aesthetics, and creatively designed 26 Ladies of Tang Dynasty English letters, A, B, C, D, E, which are both English letters and abstract Ladies of Tang Dynasty. At the same time, we created a motion graphic of plane letters using 3D software. We designed English letters to materials such as posters, popular phrase seals, umbrellas, necklaces, cup, bookmarks, refrigerator magnets, stamps, etc. We printed 26 Tang Dynasty women letter T-shirts, each corresponding to a canned package with a letter of a Ladies of Tang Dynasty. Everyone can choose a T-shirt according to the initial letter of their surname, creating a close interaction between the brand and the public.
Results
The series of Ladies of Tang Dynasty IP products have attracted tourists to the Daming Palace to buy and collect, and the ancient brand has become youthful and fashionable.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
The Nine / Shanghai
Art Director
Jody Xiong
Charley Xia
Jia Nan
Animator
Lin Zhongfu
Chief Creative Officer
Jody Xiong
Creative Director
Jody Xiong
Charley Xia
Executive Producer
Wang Shiyu, Wang Chengfu, Cheng Yufan, Zhu Siqi
Illustrator
Wang Nanfei, Ding Wenying
Photographer
Liu Junhao
Digital artist
Hu Mo
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