2024
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Client's Name
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ANAN is a brand IP crafted by Guangdong Zaoan Cultural Development Co., Ltd., embodying the essence of traditional Chinese auspicious culture while embracing modernity. Representing vitality, wisdom, and curiosity, ANAN serves as the cultural ambassador of Zaoan, constantly connecting with users to provide cultural services. With its unique identity, ANAN features a signal tower design inspired by the English word "Morning," emitting a bright, warm-yellow light symbolizing its swift information reception capabilities.
The charming character of ANAN is depicted as a mischievous raccoon, resonating with users and fostering a close bond. Its vibrant color palette draws inspiration from traditional Chinese red and yellow hues, reflecting the nation's optimistic and proactive spirit. The incorporation of the letter "M" into its design signifies "Morning," aligning with its role as a cultural emissary.
ANAN's appearance is further enhanced by its "M" shaped signal tower, which utilizes fiber optics to emit a radiant glow, reinforcing its distinctiveness and visibility. Through emotive interactions, ANAN's endearing expressions and actions enrich its personality, captivating user interest.
ANAN's expressive range extends to its emoticon collection, encompassing various daily scenarios and emotions, facilitating dynamic communication in the online sphere. By featuring ANAN's emoticons, users can explore traditional Chinese festivals and seasonal changes, experiencing the auspicious symbolism embedded within.
Rooted in centuries-old Chinese traditions, ANAN's portrayal embodies aspirations for a better life and cultural values, offering a seamless blend of heritage and contemporary expression. Its design language and cultural resonance align with the evolving landscape of online communication, reflecting positive ideologies and fostering emotional connections.
In essence, ANAN transcends boundaries, serving as a cultural bridge between tradition and modernity, and offering a delightful avenue for meaningful cultural exchange and joyful interaction in the digital realm.
Entrant Company
PACO Collective
Category
Advertising - Advertising Campaign
Country / Region
United States
Entrant Company
Iluminere
Category
Integrated Marketing - Social Media
Country / Region
United States
Entrant Company
Hang Lung Properties
Category
Marketing & Promotional - Promotional
Country / Region
Hong Kong SAR
Entrant Company
Splendid Communications, TBWA, The 7 Stars, Ginsters team
Category
Integrated Marketing - Brand Transformation / Repositioning
Country / Region
United Kingdom