MUSE Gold

2023

Chinese Zodiac Animals that Love to Play Music

Entrant Company

Harbin Lingsiwuyao Creative Design Co., Ltd

Category

Branded Content - Branded Content / Other___

Client's Name

Country / Region

China

This design concept takes inspiration from the traditional Chinese zodiac signs, matching them with different musical instruments based on their respective personality traits. It aims to present zodiac figures in a modern aesthetic, blending traditional zodiac culture with contemporary trends to better promote China's rich heritage.

Departing from the traditional "cute" and "adorable" characteristics associated with the Chinese zodiac, this concept embraces a modern and "cool" artistic style to interpret the zodiac culture. By integrating these zodiac signs with modern music, it aims to capture the attention of contemporary audiences, particularly the younger generation.

The design products originate from a city recognized by UNESCO as a "City of Music," emphasizing the allure of music in traditional culture and contributing to the dissemination of urban culture.

Credits

Chen Zhiyan
Gong Liming
Huang Wenjie
Song Chao
More Gold Winners
Video
2023
MUSE Advertising Awards - New York, New York: Creating NYC Nostalgia For Broadway

Entrant Company

AKA NYC

Category

Video - Live Experiences

Country / Region

United States

Video
2023
MUSE Advertising Awards - Pay As You Drive Education Video

Entrant Company

Here Be Dragons

Category

Video - Insurance

Country / Region

United States

Corporate Identity
2023
MUSE Advertising Awards - Assembled!
Assembled Media

Entrant Company

Next Brand

Category

Corporate Identity - Brand Identity

Country / Region

Australia

Experiential & Immersive
2023
MUSE Advertising Awards - Connection
Taikoo Hui

Entrant Company

CT.LAB

Category

Experiential & Immersive - Experiential & Immersive / Other___

Country / Region

China