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The Creative Live Experience Work Won Another Award for Dans Digital in the Recently Ended AD Stars
- 2020/7/29 15:24:11 & BY DANS DIGITAL
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August 8, 23th, 2018, the 11th AD Stars International Advertising Festival was kicked off in Busan BEXCO (Busan Exhibition & Convention Center). As an eagerly anticipated grand ceremony by creatives within the industry, the three-day ceremony includes a variety of activities, including speeches by professionals, forums, meetings, display the winning entries, live experience in the exhibition, etc. At the night of 25th, the award ceremony was held grandly. The award-winning works of each competition categories were finally announced. Numerous creatives, advertisers and professionals from various countries were gathered here, witnessing the awards to be the grant.
▲The award ceremony of AD Stars 2018
Dans Digital’s creative work CEEC - Show Case in live experience field won crystal award in the Category of Innovation.
▲Crystal Award of AD Stars 2018
Founded in 2008, AD Stars was the biggest advertising award in Asia, which was supported by Busan Municipal Government and founded by Korea Ministry of Culture, Sports and Tourism. The annual event was held in August each year in Busan, which is the second largest city in Korea. In order to support young directors and encourage innovations, the first free international advertising event was founded, and the Busan government gave great support to the event. In the festival, we can see many excellent companies and their works from different countries each year, and they brought new thoughts and fresh blood for the festival. Therefore, the festival has made the indispensable contribution for the advertising industry, visual effect industry, and marketing industry.
▲Each year’s award winning works: Burger King, NISSAN, Heineken, UNIQLO, NIKE, TOYOTA
The theme of AD Stars 2018 is “Connect”, and it focused on the new trend of the world’s advertising industry. This year, the festival set up 23 competition categories, and the festival totally received 20342 entries. This is the second time the number of entries exceeds 20,000 since AD Stars 2017. It is very rare to see so many entries in an advertising festival, only the top five advertising festivals of the world (Cannes Lions, D&AD, One Show, etc. )can receive the warm welcome of so many brands, agencies, and production companies.
Through strict screening by 229 judges from 74 countries, 1719 works were selected. The winning works were selected by the final judge panel consisted by top 35 creatives of the world in one month.
The award-winning work after such strict selection are all excellent works. As one of the only two entry categories which need to pay entry fees, the category “INNOVATION” is set up to recognize the works with groundbreaking technologies and innovative creativity，and the competition is very fierce. This year, only 10 works were shortlisted in this category. The category “Innovation” was newly added in 2012, as the rapid development of the technology, the entries in this category became more and more amazing, and showcasing the winning works of this category became the most stunning part of the festival.
▲CEEC - Show Case won Crystal Award in Innovation Category at AD Stars 2018
CEEC - Show Case expended the definition of brand communication, created a brand-new communication method with the consumers, and combined brand, creativity, and technology together, in the end, the work won Crystal Award in Innovation Category. Other award-winning works include Pride Jersey made for AIG’s design, which created ALL Blacks T-shirt with the highly resonant message of diversity; Project Revoice presented by ALS Association, which introduces a breakthrough in speech technology for people living with ALS (Motor Neuron Disease), enabling those who lose the ability to talk, to continue speaking in their own authentic and personal voice; Universal Language of Pain presented by Mercedes-Benz. Together with Thailand AAA, they created a universal language that transcends the borders of languages to express different types of pains; And the work ProPILOT HOTEL, combining the ultimate in traditional hospitality with Nissan’s autonomous driving technology, one Japanese inn is treating guests to some unusual amenities: self-parking slippers, tables and floor cushions.
▲Pride Jersey presented by AIG
▲Project ReVoice presented by ALS Association
▲ProPILOT HOTEL presented by NISSAN
▲The Universal Language of Pain presented by Mercedes-Benz and Thailand AAA
▲CEEC-Show Case by Dans DigitalDans Digital’s work CEEC - Show Case introduces the audio-visual elevator special created for China International Consumer Electronics Exhibition / Exchange Center. As the first immersive audio-visual elevator in China, the elevators can let you experience the outer space without wearing any device like VR headphone. From creative ideas, conceptual design to the completion of the elevators, it took 12 months for Dans Digital to finish the work.
The Film simulated the scene that human went back to CEEC Aircraft Carrier after exploring the virgin land on the outer planet in the Age of Space Exploration. The five glass panels of the elevators are specially designed to display this video. As the elevator goes up, the five glass panels showed the scenery outside the ascending spaceship. You can see the rusty sands of the mining planet, human bases located everywhere, the mining pits being exploiting, smelters with heavy smoke, and the mining trucks struggled to move forward... When the elevator rises to the top, the spaceship in the video arrived at its destination at the same time. People will feel they are immersed in a spaceship capsule. And when the doors of the elevators opened, the technological and futuristic exhibition center appeared in front of you.
▲Showreel process pictures of CEEC (Excerpts)
▲ Concept design pictures of CEEC (Excerpts)From the innovation of building growth animation represented by Nobel Center, to traditional Chinese realistic painting animation represented by Gemdale·Lotus Countuard, from the amazing fluid effects represented by T4·Logo, to the large-scale visual effects represented by Landing, which effects can rival that of European and American blockbusters. In the 15 years, Dans Digital showed the world China’s innovation in technique of expression and artistic style in the field of visual effects and creativity. Till now, its 34 works won 94 international awards, among which there’re 14 gold awards. The work CEEC is a comprehensive innovation which combines creativity, VFX technology, special-built equipment, and special application space, and it expanded the application fields of visual technologies.
▲ From left to right: Noble Center, Gemdale·Lotus Countuard, T4·LOGO, Landing
▲Unfolded surface drawing of CEEC
▲Structural drawing of CEEC
As the rapid growth of technologies, various new technologies have sprung up. However, technology is not the only way to achieve success. In the age of technology, how to balance creative ideas with technology? This is a big question for the advertising industry at present. And the biggest challenge of creatives today is to express their ideas through technologies perfectly.
Under the new trend, the introduction video of the immersive installation CEEC - Show Case obtained remarkable success, it once and again proved that China is very competitive no matter about the creative ideas or the advanced technologies.
