ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. 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.

2025 ADC Awards - Typography / Lettering

2024 Sorrow Trilogy Poetry Show

Agency Goyen Chen / Asia University

Client Han Yufeng, Shandong University

Category

Poster

Annual ID

ADC104_TYP005S

The "Sorrow Trilogy Poetry Show" at Shandong University in 2024 delves into the profound emotions of parting, farewell, and returning, inspired by ancient Chinese poetry. This exhibition harmoniously blends poetry and visual art, utilizing viscous brushing techniques to evoke the pain of separation while emphasizing the cultural essence of classical works.

Sustainability is at the heart of the design, featuring 100% FSC-certified recyclable paper and plant-based inks for eco-friendly printing. The three core posters are inspired by timeless verses:

Parting: "Unbreakable and tangled, such is the sorrow of parting" – Li Yu.
Farewell: "Separated from distractions, I look back tearfully at the distant sky" – Xin Qiji.
Returning: "The pain of the return journey lingers; when will this long road home end?" – Wang Wei.
This project celebrates China's rich poetic heritage, exploring universal emotions, fostering cultural exchange, and enhancing appreciation for poetic art.

2025 Awards

Total Points: 21

Silver Cube

Credits

Art Director

Hanyufeng Design

Artist

Goyen Chen

Printing Assistant

Chengdu Mifang Culture

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