Heaven&Hell Shanghai and Kuaishou launch print campaign promoting the inheritance of Chinese intangible cultural heritage
On February 25th, the Chinese national short video app, Kuaishou, in collaboration with ad agency Heaven&Hell Shanghai partnered to release three posters. In the posters, Kuaishou’s app interface is designed as a large performance theater filled with audiences, symbolizing Kuaishou’s effort to provide a bigger stage for the Chinese inheritance of intangible cultural heritage.
Through these posters, Kuaishou calls on everyone to open the Kuaishou app and give intangible cultural heritage a bigger stage.
Only by making Chinese intangible cultural heritage seen by more people can we effectively help the development and inheritance of Chinese intangible cultural heritage.
China has a long history. Through communication and interaction among the 56 ethnic groups of China, has created numerous intangible cultural heritages that have benefited future generations.
As of the date of this writing, a total of 43 projects in China have been listed in the UNESCO Representative List of the Intangible Cultural Heritage of Humanity. China having the largest number of intangible cultural heritages in the world.
However, the inheritance of intangible cultural heritage is facing a worrying situation. Many inheritors of intangible cultural heritage face challenges with their livelihoods and the potential disappearance of their cultural heritage due to a lack of performance opportunities.
Although the Chinese government has invested funds to protect and support the inheritance of intangible cultural heritage, Chinese companies like Kuaishou also hope to contribute to the cause of Chinese intangible cultural heritage with their own strengths.
Kuaishou is a popular short video and live streaming app in China. As an inclusive digital community, Kuaishou not only allows hundreds of millions of ordinary people to record and share their daily lives, but also provides an online platform for 15 million inheritors of intangible cultural heritage to showcase their craft. On Kuaishou, a new intangible cultural heritage video is created every 3 seconds.
In order to bring more attention to these intangible cultural heritage inheritors who are active on the Kuaishou platform, Heaven&Hell Shanghai selected three highly representative individuals from the 15 million intangible cultural heritage creators on Kuaishou: Wang Shihu, the inheritor of Ansai waist drum in Shaanxi; Wei Zongfu, the inheritor of Huanxian shadow puppetry in Gansu; and Huang Guosen, the performer of Hezhou lion dance in Guangzhou.
The creative team conducted in-depth research and analysis into the stories behind these three intangible cultural heritage inheritors and designed three posters with the visual focus on intangible cultural performances.
In the artwork, the interface of the Kuaishou app on mobile phones is designed as a large stage filled with audiences of all kinds.
In the center of the stage, Kuaishou users, who are inheritors of intangible cultural heritage, are performing, while the audiences surrounding the “stage” are likened to fans who follow intangible cultural heritage inheritors on Kuaishou.
All elements in the artwork were based on Intangible cultural heritage real performance site. By using CGI technology together with Illusion CGI Studio to visualize all these details.
This design enables consumers to quickly realize the role that Kuaishou plays in the inheritance of Chinese intangible cultural heritage and makes them aware that every time they use Kuaishou to watch intangible cultural heritage performances, they are supporting the inheritance of intangible cultural heritage.
Heaven&Hell Shanghai also placed these three creative posters in Chengdu, a city with a population of 21.192 million. Consumers can see these posters on the billboards of multiple bus stations and popular commercial areas in Chengdu.
The widespread dissemination of these posters allowed more consumers to learn about China’s intangible cultural heritage and to appreciate the determination and efforts that Kuaishou has made in helping to preserve and inherit China’s intangible cultural heritage.
Whether it’s consumers or inheritors of intangible cultural heritage, simply by opening the Kuaishou app, watching, creating, following, and liking, they are providing a larger stage for China’s intangible cultural heritage.
The print campaign translates to: Title – English: Open Kuaishou and give intangible cultural heritage a bigger stage.
Subtitle – English:
Lion Dance —Guosen Huang
Registered in 2016
Published 532 works｜233K Followers ｜1743K Likes
Gansu Huanxian Daoqing Shadow Puppets Inheritor——Zongfu Wei
Registered in 2018
Published 353 works｜213K Followers ｜562K Likes
Shanxi Ansai waist drum —Wang Shihu
Registered in 2017
Published 890 works｜285K Followers ｜1303K Likes
Creative Agency: Heaven&Hell Shanghai
Chief Creative Officer: Danny Li, Miya Chen
Creative Director: Sihan Jin, Kama Yu, Xueke Pei
Copy Director: Xia Sun, Di Huang
Copywriter: Bo Gao, Wenhui He
Senior Art Director: Haoqi He, Helios Wu
Art Director: Xinyi Wu, Eden Wang
Account Executive: Fan Zhang
Photographer: Illusion CGI Studio
Illustrator: Illusion CGI Studio
3D Production Company: Illusion CGI Studio