Mercedes-Benz CNY 2024 KV
Year of the Dragon
2024是中国农历中的龙年，我们将传统国画中龙的造型与现代审美融合，
打造出了一套以龙为创意核心的新春海报。
在中国红与灿金的背景中，淡淡的水墨纹理流淌，将整体画面渲染出更加古典的韵味。
我们将环绕金龙的祥云设计为传统古典的云纹造型，并赋予它玉的质感。
金龙昂首向上，角似鹿、头似驼、爪似鹰、鳞似鱼，
盘踞腾飞的金龙彰显出无穷的生命力。
海报设有单车版和车阵版，动态及静态两种形式，
选取品牌核心车型，展示经典豪华的威严与典雅。
2024 is the “Lunar Year of the Dragon”. We have integrated the traditional Chinese dragon imagery from classical Chinese paintings with modern aesthetics to create a set of Chinese New Year posters with the dragon as the creative core.
In the background of Chinese red and bright gold, a faint ink texture flows, rendering the overall picture with a more classical charm. We designed the auspicious cloud in the shape of traditional Chinese pattern aesthetic and give it the texture of jade. Meanwhile, the Chinese golden dragon, we keep the traditional design language: horns like a deer, head like a camel, claws like an eagle, and scales like a fish, symbolizes boundless vitality as it coils and soars.
Mercedes-Benz 2024 CNY
Agency
Ogilvy Beijing
Creative Team
Leona Chen
Tina Yao
Zhonghao Yan
Jun Chan
Jun Fan
3D art studio
ROOMs Studio
