Google x MediaMonks“活甲骨”荣获Adweek全球互动装置奖

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举报 2020-07-02

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为了庆祝甲骨文被发现120周年，将甲骨文重新带入人们的视野，Google携手陈教授和MediaMonks一起发起了这一项目。在上海举行的2019年Google开发者日活动中，Google艺术与文化团队的主要目标是通过技术来科普“艺术与文化”的认识。双方的探索造就了“活甲骨”创意的诞生——让甲骨文活了起来。

In order to celebrate the 120th anniversary of the discovery of Oracle, Google, together with Professor Chen and mediamonks, launched the project to bring Oracle back into people's eyes. In the 2019 Google Developer Day event held in Shanghai, the main goal of Google art and culture team is to popularize the knowledge of "art and culture" through technology. The exploration of both sides has brought about the birth of the idea of "living oracle" - transforming Oracle into living creatures.

中国的汉字文化博大精深，每一个汉字都是一个单独成立的故事，汉字的进化过程，就是中国文化的演变进程。但是在离手写越来越远的今天，如何让“甲骨文”重新绽放它文明的光辉呢？

The Chinese character culture can be broad and profound. Every Chinese character is its own unique story which evolved with time. Some would argue, studying the evolutionary process of Chinese characters is in essence studying the Chinese culture history. But how to make Oracle scripture blossom the brilliance of its civilization when it is far away from handwriting?

首先，访客们使用绘图板根据视觉参考绘制一个古代甲骨文脚本字符。Google随后会用TensorFlow分析笔迹。如果画的笔迹与参考非常接近，手写的象形文字就会在平板电脑屏幕上消失，并以动画形式跳跃到主屏幕上。这些象形文字的灵感要么来自动物，要么来自自然元素，这给了我们发挥更多创意的机会，比如：老虎追鹿、孤翁垂钓、猴子捞月。

Google asked visitors to use drawing tablets to sketch an ancient oracle bone script character based on a visual reference. The brand then analyzed the drawing with TensorFlow and with the magical use of GoogleDraw, we made the image come to life and summoned it on an impressive 10m wide LED screen. The story focused on animals and natural elements, giving us the opportunity to create additional hidden stories such as tiger chasing deer, a person fishing from a boat and monkeys touching the moon.

“让效果替你去赢！”

“It works and it wins!”

此次活动吸引了包括清华大学在内的3500多名参与者，在Google微信公众号上的浏览量达到12000次，并在B站直播上产生了250万次的浏览量。

The activation attracted more than 3,500 participants including TsingHua University and 12,000 views on Google’s WeChat account, as well as generated 2.5 million views on BiliBili livestream.

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