See the difference: CGTN advertising design pockets awards in Germany
CGTN

The "Award Ceremony of the 2019 German Design Award" was held at Messe Frankfurt, Germany on Friday, with CGTN designs pocketing two awards, gaining nods from an international jury in its pioneering styles as well as commercial success.

Its "Terracotta Warrior Series," inspired by the Chinese Terracotta Warrior that could be dated back to the Qin Dynasty (221 B.C. – 207 B.C.), was awarded as the winner of "Excellent Communications Design Integrated Campaigns and Advertising."

While another artistic work, "Animal Series" was given the Special Mention of "Excellent Communications Design Integrated Campaigns and Advertising."

The award-winning "Animal Series." /CGTN Photo

The award-winning "Animal Series." /CGTN Photo

CGTN, relaunched on December 31, 2016, as a branch of the China Media Group, has been devoted to present perspectives from Asia to the world, and its brand connotation is "See the Difference.'"

By combining the centuries-old cultural icons, William Shakespeare of the UK and Terracotta Warrior of China, with that of real persons, it is not hard at all for the viewers to notice the ancient differences, as well as the modern similarities between the two civilizations.

The series "arouses curiosity and interest," reads the description of the piece of work, “and spectators are encouraged to "See the Difference.'"

The awards certificates given to CGTN for the advertisement designs. /CGTN Photo

The awards certificates given to CGTN for the advertisement designs. /CGTN Photo

The jury acclaimed the design of being "accomplished with consummate artistry," which is "a visually strong campaign motif that adroitly combines the two cultures," adding that it is "arresting, and has high recognition value."

The "Animals Series" is attempting to illustrate the various cultures through a unique angle – the natural landscapes and symbolic animals in the targeted markets. With a collage of colored areas, the "Gallic rooster" of France, the "Federal Eagle" of Germany and the kangaroo of Australia, all symbols of the countries, stood out in the designs, while in the background, which could be revealed only by closer examination, are the Chinese representative animals, such as the giant panda.

In both works, the collision of different cultures, philosophies, ideologies and modern arts has been ingeniously and artistically expressed, while the concept of "See the Difference" highlighted and well conveyed.

The awarding ceremony of the "German Design Award 2019" at Messe Frankfurt, Germany. /CGTN Photo

The awarding ceremony of the "German Design Award 2019" at Messe Frankfurt, Germany. /CGTN Photo

The series of advertisement has been displayed on various platforms across the UK, France, Germany, Australia, Russia and Kenya, reaching some 200 million impressions globally.

“The German Design Award,” founded in 1953, is held to honor innovative products and projects that “truly represent pioneering contributions to the German and international design landscape.” And it is said to identify and present unique design trends: a competition that advances the design-oriented scene.