Excellence in Communication Design: Gold Award Winning Festival-Themed Campaign

Hong Kong–based creative designer Chan Yuk Ming / WATER Design Studio (清水設計事務所) has been awarded the Gold Prize in Communication Design – Best Campaigns & Advertising at the World Front Design Award 2025 Autumn Season. This winning project reimagines the spirit of the Mid-Autumn Festival through a playful, culturally grounded, and youth-oriented visual campaign that blends tradition with contemporary aesthetics.

Inspired by classic festival motifs—such as the full moon, the Jade Rabbit, and themes of joy and reunion—Yuk Ming transformed these traditional elements into a modern visual language that resonates with younger audiences while preserving cultural symbolism. The work demonstrates a refined balance between heritage, concept, and design sensibility, earning recognition from the jury for its clarity, freshness, and narrative cohesion.

Interview

Q1: What initially inspired this project? Was there a particular idea, moment, or question that sparked its creation?

Yuk Ming: The initial inspiration for this project is the traditional Chinese festival, the Mid-Autumn Festival, featuring traditional elements such as the moon, the white rabbit, and happiness.

Q2: What was the most exciting or most challenging aspect of bringing this work to life?

Yuk Ming: The most challenging aspect is how to accurately align the design style with young people's preferences while creating beautiful compositions.

Q3: During your design process, is there anyone you would like to acknowledge for their support or inspiration?

Yuk Ming: During your design process, I am grateful for the inspiration provided by my colleagues. They not only helped me find various references that led to the creation of this mooncake playground, but they also offered constructive criticism on the project, allowing me to make continuous revisions to achieve a perfect result.

Q4: Could you share a bit about your experience taking part in the World Front Design Award?

Yuk Ming: I am honored to participate in the World Front Design Award this year. Seeing the outstanding works of other participants motivates me to continuously improve and move forward.