2023

NYX Awards - 2023 Grand Winner Winner

Secrets of the Heart

Entrant Company

LinLin

Category

Advertising - Poster (Single)

Client's Name

CMG Film, Drama and Documentary Programming Center

Country / Region

China

Experience Level

Agency

“Secrets of the heart” presented by CCTV Documentary Channel is China's first scientific documentary specific to the heart science. From the day of broadcasting, its creative posters have captured an extensive attention, with over 100 million views. The poster design subtly conveys the idea that the heart beating in our chest is indeed a precisely operating machine, and the mankind never ceases to explore and research it. The process of performing heart surgery is compared to repairing a precision machine, the operator has to race against time and roll with the punches. The dominant element of the poster is a mechanical heart that imposes visual shock, and the background is the anatomical structure of heart provoking deep exploration and thinking. The open window and the cheerful bird on the mechanical heart makes a psychological projection that the heart is a precise structure, but it can be repaired, with a faith in science and medicine, life will teem with hope. The red color in the center part brings life to the picture and causes viewers to associate it with the life miracles brought about by medicine. The picture is generally not colorful, the high-class grey and light rays are perceived immensely technological, making the flat surface appear fully occupied, as if a life were reborn. Staggered gears, flickering electric light, and sputtering arterial vessels signify the main functions of heart. Unfolded blades, joyful birds, and colorful music note bubbles unfreeze the cold mechanics. The design work is very avant-garde and bold, also perceived with immense cyberpunk elements, delivering an unforgettable experience in steel vs flesh, reality vs illusion. Heart surgery is a rebirth, a due respect for life, and a miracle.

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Entrant Company

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Category

Strategic Campaign - Special Event

Country / Region

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