2023
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Client's Name
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《Guangong》 is center of faith in Daxi, and the celebration of his centennial birthday, spanning over a century, has been registered as an intangible cultural asset by the Ministry of Culture.
The 2023 "Daxidaxi - Praying for Blessings Together GO" is a remarkable celebration of Guangong's birthday.
It combines the concept of folk blessing known as "Patchwork quilts" with a blend of traditional faith, contemporary art, and participation from schools and the community, creating a unique cultural experience.
Cultural Inheritance and Modern Fusion: This event successfully merges traditional faith with contemporary art and fashion, contributing to the preservation of culture while making it more accessible for the younger generation to understand and participate in traditional celebrations.
Diverse Participation: Participants from various domains, including temples, communities, schools, and business districts, showcase the community's cohesion and diversity. This diversity enriches the celebration, offering more people the opportunity to participate and contribute.
Innovative Art Expression: The highlight of the event, the "Praying for Blessings Evening Gala," combines different art forms to create a breathtaking performance. This artistic diversity attracts a wider audience and helps convey the significance and blessings of the celebration.
Involvement of the Younger Generation: Through such an event, the younger generation has the chance to engage in traditional celebrations, aiding in cultural preservation. It can also spark their interest in art and culture, promoting the development of festival culture.
Community Cohesion: This event helps strengthen community cohesion, with community members coming together to prepare and participate in the celebration. Such collaborative efforts build emotional connections within the community and enhance a sense of identity.
" Daxidaxi - Praying for Blessings GO" is an inspiring and meaningful centennial celebration, blending traditional faith with modern culture, providing the Daxi community with a unique cultural experience. Such events contribute to the preservation and promotion of traditional culture while fostering community cohesion and diverse cultural development.
Credits
Entrant Company
Jiajia Yin
Category
Typography - Poster
Country / Region
China
Entrant Company
Edelman
Category
Best Agency Awards - Best PR Campaign
Country / Region
United States
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Really Design Limited
Category
Marketing & Promotional - Calendar
Country / Region
Hong Kong SAR
Entrant Company
Casual
Category
Video - Animation
Country / Region
Hong Kong SAR