2023
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This design is interpreted in three directions. First, the new national style, which combines the dynamic image of the Chinese lion with traditional image elements such as mountains, clouds, and plants to show the majestic spirit of "a lion galloping across a thousand miles". Through the modern interpretation and innovation of the millennium Chinese cultural elements, China Red has become popular in the automotive field, The image of the powerful lion, which is "keeping the wind and moving forward bravely", conveys the cultural value of the popular T5 EVO. The second is young fashion cool. The combination of street graffiti, mechanical punk and Chinese red is an insight and co creation of the current street fashion cool culture, but also a bold exploration and empowerment of the future youth trend. Through the image of a mechanical lion, it represents the new generation who is striving to march forward to a colorful and vibrant new world, and also conveys the beautiful implication of "prevailing all over the world, intelligent control of the future". The third is art fashion, integrating Chinese red, solid geometry, pop and abstract art, and taking Chinese traditional patterns as the basis, to build a smart space full of unlimited possibilities and integrating art and fashion. The overall design will artistically handle the "powerful lion", break the convention, display the brand value of "smart space, enjoy what you want", and also provide young people with a more colorful and artistic trend of life possibilities. These three directions all take the most classic Chinese lion as the visual center. The sense of speed and power conveyed by the lion dance not only conforms to the powerful positioning of the lion dance in Chinese traditional culture, but also conforms to the aesthetic appeal of contemporary automobile passionate manipulation. More importantly, the lion dance echoes the brand new "Strong Lion" logo of Dongfeng, which contains the beautiful implication of brand confidence, fearlessness and courage to move forward.
Credits
Entrant Company
Halteres Associates
Category
Video - Medical
Country / Region
United States
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Hong Kong Tourism Board
Category
Social Media - Travel & Tourism
Country / Region
Hong Kong SAR
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Paramount Global
Category
Integrated Marketing - Integrated Marketing Materials
Country / Region
United States
Entrant Company
MATTE Projects
Category
Video - Hotel / Lodging
Country / Region
United States