奖项｜常识创意荣获Hiiibrand Awards金奖及年度最佳品牌奖
近日，2025 Hiiibrand Awards国际品牌&传达设计大奖结果揭晓，阿里公益×海底捞×雷山“酸的生活法则”案例荣获广告类唯一一个金奖（银奖、铜奖空缺）以及分量最重的年度最佳品牌奖。
Recently, the results of the Hiiibrand Awards 2025 – the 16th Hiiibrand International Brand & Communication Design Awards – have been announced. The case “The Rule of Sour Life” by Alibaba Public Welfare, Haidilao, and Leishan won the only Gold Award in the advertising category (with no Silver or Bronze awarded).
本届HiiibrandAwards大奖共收到来自40余个国家或地区的1733件有效作品，经过数轮严苛评审，最终遴选出390件设计奖入选作品，其中专业组共评选出金奖3项、银奖8项、铜奖14项，阿里公益×海底捞×雷山“酸的生活法则”案例也是专业组3项金奖作品之一；年度最佳品牌奖获奖项目仅有2项，“酸的生活法则”项目是其中之一。
This year’s Hiiibrand Awards received a total of 1733 valid entries from over 40 countries and regions. After several rounds of rigorous judging, 50 Brand Award winners and 390 Design Award winners were selected. In the Design Awards category, the professional group had 3 Gold, 8 Silver, and 14 Bronze awards, with an overall win rate of 12.69%. The case “The Rule of Sour Life” by Alibaba Public Welfare, Haidilao, and Leishan also one of the three Gold Award-winning works in the professional group.
阿里公益联合海底捞，对雷山非遗鱼酱酸进行改造，并在海底捞全国1300多家门店，推出鱼酱酸火锅；如何通过话题营销的方式，让更多人知道海底捞推出鱼酱酸火锅这件事？由此思考，我们联合Rifling为阿里公益×海底捞×雷山发起#酸的生活法则#内容营销活动。围绕#酸的生活法则#展开的话题营销，在社交媒体带来1亿+阅读量和10万+讨论量，很多消费者对这个话题产生共鸣并参与讨论，也有很多消费者因此去海底捞品尝味道独特的非遗鱼酱酸火锅。
Alibaba Public Welfare partnered with Haidilao to revamp Leishan’sintangible cultural heritage product, fish sauce sour, and launched a fish sauce sour hotpot in over 1,300 Haidilao stores nationwide. How to use topic marketing to make more people aware that Haidilao has introduced this fish sauce sour hotpot? With this in mind, we teamed up with RIfling to launch the Rule Of Sour Life content marketing campaign for Alibaba Public Welfare, Haidilao, and Leishan.
HiiibrandAwards 国际品牌 & 传达设计大奖自 2010 年创立以来，一直致力于推动品牌塑造和设计价值的传播，为全球范围内的优秀品牌实践与设计力量提供展示平台。HiiibrandAwards 不仅关注表面的美学标准，更全面考量现实世界中的商业挑战及应对策略。作为一项历经十余年，在国际性、专业性、前瞻性俱佳的品牌和设计大奖，HiiibrandAwards 代表着行业的权威和标准，是高质量品牌和设计实践的象征。
Hiiibrand Brand & Communication Design Awards has been committed to promoting the value of brand building and design communication, providing a platform for outstanding brand practices and design talent from around the world. The HiiibrandAwards not only focus on surface-level aesthetic standards but also comprehensively consider real-world business challenges and response strategies. As a brand and design award with over a decade of history and recognized for its internationality, professionalism, and forward-thinking vision, the HiiibrandAwards represent industry authority and standards, serving as a symbol of high‑quality brand and design practices.
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