FRAGMENTS OF TIME

TitleFRAGMENTS OF TIME
BrandANTALIS
Product / ServiceCALENDAR
CategoryG03. Single-market Campaign
EntrantANTALIS Shenzhen, CHINA
Idea Creation SENSETEAM Shenzhen, CHINA

Credits

Name Company Position
Qiang Wang SenseTeam Art Director
Jie Huang SenseTeam Graphic Designers
Feifei Miao SenseTeam Graphic Designer
Zhizhou Ye SenseTeam Graphic Designer
Chaoqi Xian SenseTeam Graphic Designer
kaizheng Hao SenseTeam Graphic Designer
Shaobo Wang SenseTeam Photographer
Wenwen Wu SenseTeam Space Design
Jun Ma SenseTeam Space Design
Guangyuan Zhao SenseTeam Video Recording
Yiting Zhang SenseTeam Video Editing
Lixian Zhou SenseTeam Video Editing
Zhijuan Huang SenseTeam Copy Writer

Background

Antalis is the world's leading art paper brand with a history of 250 years. He has been cultivating the Chinese market for 20 years and has always insisted on interpreting art and printing with high-quality products. With the development of electronic technology, paper as a traditional medium faces new challenges. We think, in the context of Chinese Internet communication, how to use design to shape brand personality and make consumers remember the brand?

Describe the creative idea / insights (30% of vote)

In the information age, time slips away from your fingertips. Time is invisible and intangible, and papermaking is the precipitation of time, and paper records the traces of time. In design work, paper is the carrier of designer inspiration and design experience. Therefore, we decided to use paper to awaken people's attention to time and present the charm of paper in an art exhibition. See the time through the font and the value through the paper. SenseTeam and Antalis(our client)all have a history of 20 years. So, we selected 12 sets of fonts from the works of our team and created the fonts "Fragments of Time". The combination of typeface and paper produces the characteristics of time. A piece of debris is a day, we design a calendar. A piece of paper is a year, presenting unknown days on a calendar poster.

Describe the execution (20% of vote)

We selected 12 sets of fonts from the works of a design company for 20 years, and then designed a new set of fonts. The combination of typeface and paper produces the characteristics of time. A piece of debris is a day, we design a calendar. A piece of paper is a year, presenting unknown days on a calendar poster. The fragments are put into a vacuum transparent sealed bag and become a bookmark, which means the time of sealing. A fragment is both a paper pattern and a product. Through the colors, fonts, and craftsmanship, the charm of paper is displayed, and consumers' favor of paper is increased. Paper is the most beautiful art. We continue the timeliness of paper and plan an immersive art exhibition. The debris clusters converge into space with time, triggering people to think about time.

List the results (30% of vote)

This project has been actively praised by more than 50 media, and has accumulated 1 million followers. The message area is full of emotions about time and praise for the product. The art exhibition promoted the sales of desk calendars and led to the exposure of paper. The use of the desk calendar and the photographs recorded in fragments spontaneously generate secondary transmission. Successfully opened a good dialogue between the brand and consumers, effectively enhancing brand awareness and favorability. Let us understand together what is the meaning of time and how to appreciate the beauty of time.