MUSE Silver

2022

Let Parents Stay(Han Embroidery Typeface)

Entrant Company

Yu Chen

Category

Corporate Social Responsibility - Pro Bono (Free)

Client's Name

Hubei Han Embroidery Association

Country / Region

China

Han Embroidery is a traditional cultural heritage that originates in China. In recent years, due to the loss of artisans, economic growth, and large factory production, the art is at risk of being lost forever.

Jinling is a poverty-stricken village with 2000 left-behind children. When I got there, I was surprised that all the local people had mastered Han Embroidery skills, but they could not use Han Embroidery to make a living, so the young parents had to work outside in large cities away from their children.

I co-founded the Han Embroidery poverty alleviation project, "Let Parents Stay" to help the locals inherit Han Embroidery culture and revive a Han Embroidery economy.

I engaged myself in artistic research and modern innovation of Han Embroidery culture. By extracting the elements of traditional embroidery, deconstructing their texture and the traditional Jing-Chu Culture, I promoted the inheritance of the old embroidery in a modern aesthetic manner—by a new typeface, to pass down the craft in a modern language practically.

Credits

Yu Chen
More Silver Winners
Experiential & Immersive
2022
MUSE Advertising Awards - Casa University

Entrant Company

The MRN Agency

Category

Experiential & Immersive - Expos, Conventions & Trade Shows

Country / Region

United States

Video
2022
MUSE Advertising Awards - Breville, PolyScience - HydroPro Plus
Breville | PolyScience

Entrant Company

Skalawag Productions

Category

Video - Motion Graphics

Country / Region

United States

Social Media
2022
MUSE Advertising Awards - Matrix - Unbreak My Blonde

Entrant Company

Agency Guacamole

Category

Social Media - Influencer & Celebrity

Country / Region

United States

Publication
2022
MUSE Advertising Awards - MBOSSED - Leaving Your Mark on the World by Being You

Entrant Company

Manon Rinsma

Category

Publication - Book

Country / Region

United States