MUSE Gold

2023

台灣燈會在台北源展區-客家燈區 Taiwan Lantern Festival - Hakka Zone

Entrant Company

可睿創意整合有限公司Correct Creative Integration Group

Category

Event - Art Event

Client's Name

臺北市政府客家事務委員會TAIPEI HAKKA AFFAIRS COMMISSION

Country / Region

Taiwan

台灣首次以客家詩歌作為燈區策展,客家燈區主要以文學詩歌、結合傳統花燈藝術與文化,輔以現代光影多媒體科技詮釋城市客家人氣質。策展人鍾永豐、邱誌勇以「伶俐」詮釋台北城市中養藏的客家氣質。策展理念指出,當客家人從農村進入城市生活後,傳統建築、音樂、語言、衣著等生活習慣也許已式微於現代社會,但是承襲父輩母輩面對生活的堅毅精神,多工處理家族、農務與人際關係的俐落幹練,使得客家文化中隱含著一種可名之為「伶俐」的特質,也蘊含在現代客家美學之中。本次也加入了AR體驗邀請大家一起跟作品互動,讓大家從更豐富多元的角度感受客家文化。
For the first time in Taiwan, Hakka poetry is being used as the theme for a lantern festival. The Hakka Lantern Festival is mainly focused on literature and poetry, combining traditional lantern art and culture with modern multimedia technology to interpret the urban Hakka temperament. Curators Chung Yung-Feng and Chiu Chih-Yung use the concept of "cleverness" to interpret the Hakka temperament hidden in Taipei city. The curatorial concept points out that although the traditional lifestyle habits of Hakka people, such as architecture, music, language, and clothing, may have declined in modern society after they entered the city from rural areas, the strong spirit of their predecessors in dealing with family, farming, and interpersonal relationships still embodies the cleverness and agility of the Hakka culture, which is also inherent in modern Hakka aesthetics. This year, an AR experience has also been added to invite everyone to interact with the works, allowing them to experience Hakka culture from a richer and more diverse perspective.

Credits

photographer/ Taiwan
Yaoxiang Zhang
More Gold Winners
Website
2023
MUSE Advertising Awards - Transforming Bäumer: Traditional B2B to digital lead magnet
echtdigital.com (Agency), Albrecht Bäumer GmbH & Co. KG (Client)

Entrant Company

Michelle Hausen

Category

Website - Best User Experience

Country / Region

Germany

Video
2023
MUSE Advertising Awards - Sana: Hypoimmune MOA animation
Sana Biotechnology

Entrant Company

Cognition Studio, Inc

Category

Video - Medical

Country / Region

United States

Best Agency Awards
2023
MUSE Advertising Awards - CQL - The Art of Commerce
Onix, Brighton, STIGA, Haworth, Lighting New York, Stride Rite

Entrant Company

CQL

Category

Best Agency Awards - eCommerce Agency of the Year

Country / Region

United States

Social Media
2023
MUSE Advertising Awards - Diablo IV Demon Meat Shake

Entrant Company

CLYDE

Category

Social Media - Entertainment

Country / Region

United States