The Campaign

The colored-glaze LongXi trophy is truly unique. But only the Gold winners can have the colored-glaze trophy which are in respective solid colors whereas only the Grand Prix will be multi-colored. The Siamese fighting fish represents an uncanny metaphor in terms of appearance, characteristics and a deep lying meaning. Not only are they beautiful, their inherent instinct is to fight till the last one standing. Much like the award show itself which only the most beautifully crafted and meanest idea can survive.

Creative Execution

The fighting fish was used as a symbol of each contestant’s will to fight and the magnificence of fishes battling in the melee was presented in five posters. We compared a process of the contest to a journey of the expedition, explanning the story by drops of blood in the first poster which were employed to point out the cruelty of competition. Although the theme of campaign is fighting, we still hoped the composition of the poster could be beautifully presented as the traditional Chinese ink wash painting. The scene of fishes attacking each other was intentionally enlarged to emphasize the cruelty of the battle. This poster is made for Longxi Creative Awards, chiefly sent to and also posted by design and advertising companies in Greater China, including Taiwan, Hong Kong, China and Singapore, and is the main decoration in the judging venue.

Indication of how successful the outcome was in the market

Longxi used to present its posters with the traditional Chinese elements and the information of the contest was notified in a sense of life. The poster of fighting fish transformed the Chinese style into an obscure metaphor, showing the beauty of poetry that Longxi never had before. There were discussions about the fighting fish during the advertising period and also it won recognition from top creative judges of the Greater China in the judging venue. Key vision of the fighting fish is extensively applied to online advertising, banners, Brochures and other advertisements, so the number of entries increased by 30%, compared with last year.

Advertising competition is particular and severe. It competes not only the strength of works but also the beauty of creations. It is such distinctive characteristic that makes us think of the fighting fish, a beautiful creature but can only stay alone with itself. The nature of fighting fish is just like the specialty of advertising. No matter how many competitors we rival, we eventually hope we are the one who could be imprinted on consumers’ minds. We perfectly associate the fighting fish with the Grand Prix trophy of LONGXI Creative Award, the only one trophy features a splendor of seven colors, in order to express that only the winner can have the radiance of the victory.