Culture Express is the culture show of China’s renowned CGTN. Reaching out to millions of people from all around the world on a daily basis, the program offers an aspect to the global culture and art agenda from the POV of one of the eldest cultures in the world; Chinese culture, whereas narrating the Chinese art and culture to the globe. The main question was ‘What kind of a visage such a program would have?’

The starting point was the fact that culture and arts share the same essence - human. They are intertwined over the feelings, expressions, values and any meaning created mankind. Among the few elements, on which Western-oriented global trends and the stone-wall of Eastern cultural paradigm adjoin, nothing but the human itself could provide a canvas strong enough to carry out the weight of the two cultural hemispheres.

Client: CGTN World

Campaign: Culture Express, See The World in Color

Agency: Dreambox