1、觉觉醒醒年年代代字字由由国国魂魂国风特辑国风特辑汉字主题游园会汉字主题游园会 大大国国文文化化0101 思路阐释思路阐释A C T I V I T Y I D E A S0202 活动内容活动内容A C T I V I T Y C O N T E T N0303 场地布置场地布置A R R A N G E M E N T目目 录录CONTENTSMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N ACHINACHINA字字 由由 国国 2、魂魂 新新 世世 界界从垂髫小儿到耄耋老人，中国文化在一代代中传承着也改变着。时至今日，中国文化再次回流，“国潮”再度登场。当我们谈论国潮时，我们在谈论什么？我们所知的中国，一定不是充斥着浮夸的造型和商业价值，站在大众的角度，其实中国文化的力量早已蕴含在简单的一笔一划间。本次策划活动，力求破除廉价国潮风，重拾中国文化，再现大国力量。写 在前面MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N AMADE IN C H I N A MAD3、E IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A思思路路阐阐释释ACTIVITY IDEAS20212021 CHINACHINA当前大国文化之风日益兴盛，而所谓“国潮”主题活动，多是大同小异，徒有其表。本次主题活动策划，将大国文化与爱国之情相结合。以本次主题活动策划，将大国文化与爱国之情相结合。以“奇趣汉字奇趣汉字”为切入点，以为切入点，以“时尚民国风时尚民国风”为为基调，以基调，以“潮流游园会潮流游园会”为形式。为形式。让国民都可体验“谈笑有鸿儒 往来无白丁”的雅趣生4、活。MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A策策 划划 背背 景景CHINACHINAC E H U A B E IJIN G近年来，国风几乎覆盖了全行业营销，地产、汽车、服饰、餐饮等皆可找出案例。它们不仅从视觉语言上找到了新国风审美新国风审美，更是在文化层次找到了民族自信感民族自信感。MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N5、 A MADE IN C H I N A MADE IN C H I N A成成 功功 案案 例例CHINACHINACH EG N G O N G A N LI活活 动动 构构 成成字由世界字由世界/汉字历史展，体验汉字艺术触摸未来触摸未来/奇趣生活馆，汉字链接未来梦幻联动梦幻联动/喜茶/鸿星尔克，当红国货炸子鸡联袂助阵MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N ACHINACHINA打造文化展示和趣味体验于一体的汉字游园盛典6、，走进文化里，真正展现现代生活中，人人可参与的大国风雅。HUODONGGOUCHENGMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活活 动动 概概 述述风格【赛博中国】利用光效/撞色/文化元素，构成现代科幻审美下的中国文化/色调中国红：必不可少的中国色 蓝/紫：科幻感赛博朋克的代表色金/银：时光感色彩，串联历史与未来/元素主元素：汉字-书法-笔画-拼音辅助元素：竹木结构-互动融媒体IP导入：热播剧觉醒年代/H U O D O 7、G N G A ISH UMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活活 动动 亮亮 点点HUODOGNLI AGNDAI N 借势大热剧集借势大热剧集觉醒年代觉醒年代爱国、文化、青年、热血爱国、文化、青年、热血让先辈语录现象级传播让先辈语录现象级传播MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N 8、A MADE IN C H I N A活活 动动 亮亮 点点HUODOGNLI AGNDAI N邀请网红书法名家朱敬一邀请网红书法名家朱敬一书法美感与趣味性相结合书法美感与趣味性相结合潮流潮流+文化网红文化网红MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活活 动动 亮亮 点点HUODOGNLI AGNDAI N联合喜茶、鸿星尔克、联合喜茶、鸿星尔克、青岛啤酒等品牌青岛啤酒等品牌国货潮起，字由中国魂国货潮起，字由中国魂MADE 9、IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活活动动内内容容ACTIVITY IDEAS20212021 CHINACHINAMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活活 动动 排排 期期先导/A.先导短片【一字一中国】B.趣味测试+邀请函【汉字英雄】C.限时快闪【10、笔画咖啡馆】开篇/A.开幕式【觉醒年代字由国魂】B.墨色爆燃【趣味书法大师助阵】C.万般礼遇【万份豪礼限时派发】游园/A.主 题展【字由世界汉字展】B.体验点【奇趣生活馆】C.梦幻联动【潮流国货坊】延续/A.回顾短片【一字入魂】B.活动影展【笔画传承】H U O D O N G PA IQ IMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A先导先导X I A N D A OMADE IN C H I N A MADE IN C H11、 I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活动内容 /先先导导A.A.先导短片先导短片【一字一中国一字一中国】拍摄主题短片，问题采访形式构成，讲述“你印象中最深的汉字”。以汉字的与中国文化的传承为主旨，包括老人、中年、青年、儿童等不同年龄对中国汉字的认知，串联起一笔一划中的大国文化传承。片尾预告活动的时间、地点，为活动提前预热。HUODONGNEI RONG /XI ANDAOMADE IN C H I N A MADE IN C H I N A MADE IN C H I12、 N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RONG /XI ANDAOB.B.趣味测试趣味测试【汉字英雄汉字英雄】+电子邀请函电子邀请函由主办方官方微信号发起趣味测试游戏【汉字英雄】，所有市民均可参与。进行甲骨文趣味竞猜。根据猜中题目获得不同等级称号，市民转发至朋友圈，即可获得电子邀请函。活动期间，凭借电子邀请函可至项目领取小礼品一份。MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N13、 A MADE IN C H I N A MADE IN C H I N AMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RONG /XI ANDAO C.C.限时快闪限时快闪【笔画咖啡馆笔画咖啡馆】在城市街头、大型商超，投放3-5个快闪咖啡巴士。定制书法/诗歌咖啡杯套。利用【免费派送万杯咖啡】、【限定咖啡杯】、【网红小杯打卡】等噱头，提前为主题活动锁定客户，释放活动信息。MAD14、E IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A开篇开篇KAI P I ANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N AMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MAD15、E IN C H I N A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RONG /KAI PI AN开幕式开幕式【觉醒年代觉醒年代字由国魂字由国魂】活动开始当天，在项目广场主舞台区进行开幕仪式。邀请著名当代书法家朱敬一现场题字。进行包括展示、表演、仪式、抽奖于一体的开幕式。MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RONG /KAI16、 PI AN开幕式流程开幕式流程来宾签到开场表演MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A领导致辞觉醒年代秀【字由国魂】主题讲演朱敬一现场题字启幕仪式抽奖环节MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RON17、G /KAI PI ANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A开幕式流程开幕式流程-来宾签到来宾签到签到处设置一千枚活字瓶。来宾可挑选一个喜爱的汉字，印在主题卷轴上进行签到。活字瓶可作为礼品赠送给来宾MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活18、动内容 /开开篇篇HUODONGNEI RONG /KAI PI ANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A开幕式流程开幕式流程-开场表演开场表演开场节目选用中国大鼓+水袖舞舞。将中国文化的力量与柔美完美呈现。LED屏展示水墨风素材，彰显活动主题。MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N 19、A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RONG /KAI PI ANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A开幕式流程开幕式流程-觉醒年代秀觉醒年代秀呼应建党百年，借势热播剧觉醒年代。由演员装扮为剧中角色，LED屏展示经典片段及语录。演艺百年大国文化。MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN 20、C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RONG /KAI PI ANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A开幕式流程开幕式流程-字由国魂演讲字由国魂演讲邀请著名书法家朱敬一到场，与本地文化、历史学者围绕“汉字”“书法”“现代生活”展开讨论演讲。MADE IN C H I N A MADE IN C H I N A MAD21、E IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RONG /KAI PI ANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A开幕式流程开幕式流程-现场题字现场题字主持人邀请书法家朱敬一现场题字，为活动馈赠墨宝。MADE IN C H I N A MADE IN C H I N A MADE I22、N C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RONG /KAI PI ANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A开幕式流程开幕式流程-启幕仪式启幕仪式定制大型主题字，领导、嘉宾共同向现场来宾展示活动主题汉字，同时LED大屏播放启幕视频，汉字游园会正式启幕。MADE IN C H I N 23、A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A活动内容活动内容 /开开篇篇HUODONGNEI RONG /KAI PI ANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A开幕式流程开幕式流程-万般礼遇万般礼遇活动开幕最后，现场进行微信抽奖活动，来宾通过关注项目二维码进行现场抽奖。此外，活动期间24、，现场还将限时派发万件定制礼品（根据现场消费、认购等方式，获得不同的活动周边礼品）MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A游园游园Y O U Y U A N活动内容活动内容 /游游园园HUODONGNEI RONG /YOUYUANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN25、 C H I N AA.A.主题展主题展【字由世界汉字展字由世界汉字展】现场以展柜、吊装、镜面空间等形式，多层次展示汉字由甲骨文至现代汉语的变迁、汉字笔画的拆分感等，让来宾在充满趣味性的形式中，走进汉字世界。活动内容活动内容 /游游园园HUODONGNEI RONG /YOUYUANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N AB.B.体验点体验点【奇趣生活馆奇趣生活馆】汉字不仅代表了深沉的文化，也可以充满趣味。在起去生活馆内，26、设置3-5个小摊位包括不同形式的汉字互动体验。从孩子到老人都可以感受到生活中的汉字趣味。来宾体验完每个项目后，可打卡集章，凭借集章数，可兑换相应礼品。活动内容活动内容 /游游园园HUODONGNEI RONG /YOUYUANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N AB.B.体验点体验点【奇趣生活馆奇趣生活馆】活字印刷诗歌活字印刷诗歌来宾可挑选一首喜欢的诗歌/网络语言，进行活字印刷体验，感受古法活字印刷。活动内容活动内容 /27、游游园园HUODONGNEI RONG /YOUYUANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N AB.B.体验点体验点【奇趣生活馆奇趣生活馆】繁简转换大考验繁简转换大考验来宾在规定时间内将简体、繁体字放到对应位置，全部答对即为闯关成功。活动内容活动内容 /游游园园HUODONGNEI RONG /YOUYUANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE28、 IN C H I N A MADE IN C H I N A MADE IN C H I N AB.B.体验点体验点【奇趣生活馆奇趣生活馆】祈福灯笼祈福灯笼邀请书法家到场，每天限时为来宾手写祝福红灯笼。来宾也可亲手体验书写一只祈福灯笼，可悬挂在祈福树上，也可带回家留作纪念。活动内容活动内容 /游游园园HUODONGNEI RONG /YOUYUANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N AB.B.体验点体验点【奇趣生活馆奇29、趣生活馆】触摸文字（公益联合）触摸文字（公益联合）邀请本地盲人学校师生到场，与现场来宾交流盲文表达。来宾可现场体验盲文书写，并通过慈善捐款，为盲人学校的师生提供建设力量。活动内容活动内容 /游游园园HUODONGNEI RONG /YOUYUANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N AC.C.梦幻联动梦幻联动【潮流国货坊潮流国货坊】根据实际情况邀请喜茶、鸿星尔克、青岛啤酒、花西子等潮流国货品牌到场，共同参与现场活动。来宾可30、在现场购买当红国货。（由项目统一订购一批标签、手提袋、杯套等，使活动视觉识别度统一）活动内容活动内容 /游游园园HUODONGNEI RONG /YOUYUANMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A巡演巡演【国魂舞台国魂舞台】活动持续期间，在现场主题舞台区，每天开放演出+现场抽奖。可用于活跃现场氛围，同时通过抽奖机制鼓励客户消费、留存客户信息。MADE IN C H I N A MADE IN C H I N A MAD31、E IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A延续延续YAN XU活动内容活动内容 /延延续续HUODONGNEI RONG /YANXUMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N AA.A.回顾视频回顾视频【一字入魂一字入魂】邀请专业影视团队，从活动落地期开始记录，在活动结束后一周内，制作回顾短视频。以品牌名义，在城市掀起汉字热潮，一字入32、魂，让中国文化深入现代生活。活动内容活动内容 /延延续续HUODONGNEI RONG /YANXUMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N AB.B.活动影展活动影展【笔画传承笔画传承】在项目现场持续摆放小型展架+LED屏。展示活动期间的照片、视频、手工作品等，让后续到访项目的客户，体验到品牌文化与社会责任感。MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE33、 IN C H I N A MADE IN C H I N A MADE IN C H I N A场场地地布布置置ACTIVITY IDEAS20212021 CHINACHINA场地布置场地布置/总平图总平图CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A入口入口主舞台主舞台签到处签到处潮流国货坊潮流国货坊字由世界汉字展区字由世界汉字展区字的发展字的发展百家姓百家姓奇妙甲骨文奇妙甲骨文笔画空间笔画空间奇趣34、生活馆奇趣生活馆活字印刷活字印刷繁简转换繁简转换触摸汉字触摸汉字祈福灯笼祈福灯笼主题造景主题造景场地布置场地布置/入口、签到处参考入口、签到处参考CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A场地布置场地布置/主题舞造景参考主题舞造景参考CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A M35、ADE IN C H I N A MADE IN C H I N A场地布置场地布置/主题展主题展-字的发展布置参考字的发展布置参考CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A场地布置场地布置/主题展主题展-奇妙甲骨文布置参考奇妙甲骨文布置参考CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N36、 A MADE IN C H I N A MADE IN C H I N A场地布置场地布置/主题展主题展-笔画空间布置参考笔画空间布置参考CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A场地布置场地布置/主题展主题展-百家姓布置参考百家姓布置参考CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N37、 A MADE IN C H I N A MADE IN C H I N A场地布置场地布置/奇趣生活馆布置参考奇趣生活馆布置参考CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A场地布置场地布置/潮流国货坊形式参考潮流国货坊形式参考CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A场地布置场地布置/主题舞台布置参考主题舞台布置参考CHAGNDIBUZHIMADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A MADE IN C H I N A感感谢谢观观看看期期待待合合作作国风特辑国风特辑汉字主题游园会汉字主题游园会 大大国国文文化化