MUSE Platinum

2024

Guo Jiao 1573 & Intangible Cultural Heritage Poster Series

Entrant Company

Insight Brand Consulting

Category

Advertising - Print Advertising (Campaign)

Client's Name

Guo Jiao 1573

Country / Region

China

This poster series combines intangible cultural heritage skills with traditional Chinese festivals, aiming to preserve and develop China's exceptional traditional culture.
The Spring Festival poster in this series is predominantly gold hues, complemented by red tones, creating an auspicious atmosphere. The palace lanterns and wine holders that adorn these posters are crafted using traditional Chinese filigree inlay techniques. The exquisite images of palace lanterns feature the four mythical beasts - dragon, phoenix, Kylin, and crane - while the wine holders are based on the elements of dragon and phoenix, symbolizing the auspiciousness of these legendary creatures and conveying a deep cultural significance.
The Dragon Boat poster features an intricately crafted dragon boat made of velvet flower craftsmanship. The velvet flower is homophonic with "Ronghua(grandeurs)," meaning one of the blessings, and a Chinese intangible cultural heritage craftsmanship that embodies the essence of traditional Chinese culture. The Dragon Boat Festival's dragon boat racing signifies the spirit of unity and perseverance, showcasing the Chinese nation's indomitable spirit.
The Mid-Autumn Festival poster is based on the concept of "prosperous fortune." It features the osmanthus tree as its main image, with its branches and leaves fashioned using the intangible cultural heritage craftsmanship-flower knot art. The tree's base is made of delicate filigree enamel, while the top features the splendid Guanghan Palace. Together, they create a metaphorical representation of the Mid-Autumn Festival, signifying long-lasting wealth, prosperity, and unceasing life.

Credits

Secretary of the Party Committee and Chairman of Luzhou Laojiao Group and Joint Stock Company
Miao Liu
Executive Deputy General Manager of Luzhou Laojiao Co., Ltd
Hongbo Wang
General Manager of Brand Image Management Center of Luzhou Laojiao Co., Ltd
Nan Jiang
Deputy General Manager of Brand Image Management Center of Luzhou Laojiao Co., Ltd
Lingyun Meng
Brand Manager of Brand Image Management Center of Luzhou Laojiao Co., Ltd
Zexin Li
Chengdu silver filigree intangible cultural heritage inheritor
Hong Yan
General Manager/Insight Brand Consulting
Xiaoyu Wang
Deputy General Manager/Insight Brand Consulting
Zhaopeng Wang
Project Manager/Insight Brand Consulting
Le Liu
Creative Director/Insight Brand Consulting
Hengyu Dong
Art Direction/Insight Brand Consulting
Xinming Zhao
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