2025
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Client's Name
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The Monkey King: A Midsummer Night’s Dream transforms the Yilan Park, National Center for Traditional Art into a dazzling cultural wonderland. Inspired by the legendary Flower-Fruit Mountain, birthplace of the Monkey King, the festival reimagines myth as an immersive midsummer playground. Visitors journey through glowing installations—Blue Tears, Misty Forest, Fish Tunnel, Lantern Alley—each a portal blending folklore and art. Performances ignite the night, from the spectacular parade of The Monkey King Battles the Dragon Palace to fire dance, acrobatics, and live street music. The Twilight Market offers food, drinks, crafts, and games, while the Night Cinema revives the charm of restored classics in a refined evening setting. What makes this experience unique is the integration of seasonal rituals, such as Qixi Festival blessings, inviting visitors to take part in traditions of faith and fortune. By weaving light, performance, and cultural rituals, the event creates a living bridge between heritage and modern imagination. It is not just a festival—it is a midsummer dreamscape where myth, memory, and community converge.
Credits
Entrant Company
Miami Ad School, NYC
Category
Student Submission - Student Ad
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United States
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Catchword Branding
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Corporate Identity - New Category
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United States
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Arhs Cube
Category
Website - New Category
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Luxembourg
Entrant Company
Shanghai Sinostar Art Design Co, Ltd.
Category
Corporate Identity - Brand Identity
Country / Region
China