掌上名猪 2019
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项目名称 Project Name:掌上名猪 2019 Golden Cherish Pig  Award 

创作年份 Year:2019

创意总监 Creative Director:关抒 Shu Guan

艺术指导 Art Director:关抒 Shu Guan

设计师 Designer:关抒 Shu Guan 翟赞辉 Ken Chak 张梦碧 Mengbi Zhang

插图 Illustration:关抒 Shu Guan 梁斯诺 Sino Liang 陈逸珊 Yishan Chen 苏平骧 Dorro Su

摄影 Photographer:翟赞辉 Ken Chak

文案 Copywriter:郑嘉祺 Jiaqi Zheng

 

 

项目创作背景

Project Background

 

掌上名猪2019是一场以生肖为主线,结合竞赛、时代话题的现代观念艺术事件,跳脱出日复一日的商业项目的框架和规条,致力于有趣、无厘头、有意义、有价值的创造。参与在其中的人,不管是创作者还是策展人,经历了精神自由的过程。

 

本年是猪年,每个人对猪的理解是不一样的。其实猪和我们每个人,万物众生的生命都是平等的,这次对猪的大解剖,超越了大家对猪的认知。我们可以让它很有趣、很可爱,激发我们每个人实际根本不是猪脑的一种更好的想象,给我们心目中同等生命的一个证明。

 

Gold Cherish Pig Award 2019 is a modern concept art event with the zodiac as the main clue, combining the competition with contemporary topics. Getting away from the framework and rules of routine business projects, it is committed to making interesting, nonsensical, meaningful and valuable creation. The participants, whether creators or curators, will experience the process of spiritual freedom.

 

This year is the Year of Pig. Everyone has a different understanding of pigs. In fact, for pigs and every one of us, all living creatures have equal life. This comprehensive anatomy of pigs will go beyond everyone's understanding of pigs. We can make it interesting and lovely, inspiring each of us that it is actually a better imagination instead of blockhead as a pig, but give a proof of equal life in our mind.

 

 

项目问题与解决方式

Problem Statement and Project Solution

项目问题:

比赛与活动从开始是没有完整规划与策划,没有资金支持,参与的人员不稳定,力量薄弱。每一步的决定与执行非常困难。

解决方式:

虽然是非商业非盈利非官方活动,也非常认真的对待。以真诚、纯粹、认真,赢得参与者与身边人的支持与赞助。

 

Problem Statement

From the beginning, there was no complete planning and planning, no financial support, unstable participants and weak strength. The decision and execution of each step is very difficult.

Project Solution

Although it's not a commercial, nonprofit, unofficial activity, it's taken very seriously. Win the support and sponsorship of participants and people around with sincerity, purity and earnestness.

 

 

创作过程 & 结果呈现 Creation Process & Result

 

掌上名猪来自于中国成语:掌上明珠,多 用来比喻父母疼爱儿女,也可以表达对珍惜的人和事物的表达。“珠”与“猪”在中文读音一致。我们对于疼爱的人或物、甚至经历,都有不同的表达方式。为了从不同的方式和层面,对猪进行淋漓尽致的解剖,分别设定了两个风格不一样的组别:飞猪组与萌猪组。

 

主题与比赛方式都和猪、分解、储存等相关,看起来比较残酷血腥,因此接下来的风格设置成与这些关键词相辅相成。营造一个神秘、惊吓、血腥的凶案现场,让参与进来的人都成为帮凶,体验未曾体验过的经历。

 

评审团

严格挑选行业内有专业高度的、有影响力的男神团,他们拥有与此事件类似的气质:骚。

让他们经历从男神一秒变屠夫。他们到达凶案现场之前,不知道将会发生什么。

评审现场

评审现场打造成一个神秘的终极案发现场,四位专业评审摇身一变成为屠夫,根据他们的性格设计属于他们的屠夫服装。评审现场是保密的,不允许有观众,但是观众可以在场外偷窥。

屠夫们看到一堆非常有创意、有趣的作品,笑声不断,以专业的高度来讨论每一个作品,到了终极评判时候更是高潮。

颁奖典礼

颁奖典礼延续评审现场的风格,继续是血腥的风格展示,包括现场的布置与点心造型。其实这是一个充满创意、温馨的事件。现场的反差感让观众更加开心与兴奋。

 

Gold Cherish Pig comes from a Chinese idiom: A pearl in the palm, which is used to describe parents' love for their children, or express the feeling for people and things that they cherish. "Pearl" and "Pig" are identical in Chinese pronunciation. We have different ways of expressing the feeling for people or things, even experience. In order to make the comprehensive analysis on the pig from different ways and aspects, we set two groups with different styles: Flying pig group and Cute pig group.

 

The theme and the way of competition are all related to pigs, decomposition, storage and so on. It may look cruel and bloody, so the forthcoming style will be set to complement these keywords. It will create a mysterious, frightening, bloody murder scene, allowing the participants to become accomplices and have the unprecedented experience.

 

Judge Jury  The judge jury will strictly select the highly professional and influential male idol team in the industry which should have the character similar to the event: Fancy.

They will turn into the butchers from the male idol team quickly. Before they get to the crime scene, they will not know what will happen.

Review Scene  The review scene is decorated into a mysterious ultimate crime scene. Four professional judges are turned into butchers and provided with their butcher clothes designed based on their personalities. The review scene is confidential without audience. However, audience may peep the scene offsite. The butchers will be presented with a lot of very creative and interesting works. They may laugh constantly. They will discuss each piece of work in a professional manner, and it will be the climax upon the final judgment.

Awards Ceremony  The awards ceremony will continue the style of the review scene and continue to demonstrate the bloody style, including the layout of the site and the shape of refreshment. In fact, this is a warm event full of creativity. The contrast of the scene will make the audience happier and more excited.

 

 

如何理解项目与“人文湾区 ∙ 温暖的设计”这一主题的关联性?

How does the project reflect the exhibition theme "Cultural Bay Area • Humanistic Design"?

 

深圳是一个很有活力与激情的城市,我们选择在这座城市坚持具有创造力的行业,是很幸运的事情。但是有部分人多年来渐渐的忘记了选择设计的初心,激情与热情都慢慢退却。

 

这个活动从开始的微弱的力量,到后期力量的壮大,最终效果比预期的精彩的多,得到的回声都很积极,参与进来的人都感到开心与温暖,是离不开活动的的纯粹本质的。

 

它是一场又平面设计孵化出来的立体的成果;它是一个出发点很纯粹,凝聚有共鸣的人群的活动;它是一种特别的聚会形式的探讨;它是传达设计的力量的举动。

 

成果展示虽然是很残酷血腥,但是内容是温暖的,形成很大的反差感,也是本次活动的魅力所在。

 

Shenzhen is a very dynamic and exciting city, and we are lucky to have chosen to stick to creative industries in this city. But some people over the years gradually forget the choice of design of the original heart, passion and enthusiasm are slowly retreat.

 

From the weak power at the beginning to the strength at the later stage, the final effect was much more wonderful than expected. The echoes were positive and the participants were delight and warm through the whole activity, which was inseparable from the pure original start of the activity.

 

It is a multi-dimensional outcome of graphic design incubation; It is a very pure point of departure, the cohesion of emotional resonance crowd of activities; It's a  special kind of gathering people exploration; It is an act that conveys the power of design.

 

Although the results show is very cruel and bloody, the content is warm and forms a great sense of contrast, which is also the charm of this activity.