Ride on the Right Track حملة على وسائل التواصل الاجتماعي by Tai Yuan Chiou and Chien Chun Feng is a highly esteemed winner of the very prestigious 2023 جائزة A' Design Award البرونزية in تصميم الإعلان والتسويق والاتصال Competition Category.
برونزالإعلان· 2023
Ride on the Right Track حملة على وسائل التواصل الاجتماعي
by Tai Yuan Chiou and Chien Chun Feng
Client: Momentum Bikes
جائزة A' Design Award البرونزية Winner in الإعلان Category
Verified Award Winner
Verify Award Status for #149139The Design
About Ride on the Right Track حملة على وسائل التواصل الاجتماعي
"القيادة على المسار الصحيح" هي حملة على وسائل التواصل الاجتماعي أُنشئت لصالح علامة تجارية للدراجات الهوائية بهدف الترويج للعادات اليومية المستدامة. تستخدم الحملة رسوماً توضيحية عضوية، ولوحة ألوان خضراء، وصوراً مستوحاة من النباتات، ورسائل ودّية لجعل الاستدامة أمراً في المتناول. يشمل المحتوى معلومات طرائف على شكل رسوم بيانية، وملصقات للقصص على إنستغرام وفيسبوك، وحدثاً للبث المباشر، وفلتراً لوسائل التواصل الاجتماعي. ويُشجّع العمل على اعتماد وسائل نقل أكثر مراعاةً للبيئة والزراعة الحضرية من خلال خطوات صغيرة وبسيطة. والهدف هو تحقيق أثر جماعي يتكوّن من الخيارات اليومية.
The Recognition
About the جائزة A' Design Award البرونزية
Ride on the Right Track حملة على وسائل التواصل الاجتماعي هو فائز بجائزة A' Design Award البرونزية، وهي تقدير رفيع المكانة يُمنح للتصاميم المتميزة التي تتسم بالإبداع والبراعة وحدة الذكاء. والفائزون بالبرونزية مصنوعات بارعة بوفرة ومبدعة بصورة لافتة، تؤكد الخبرة الواسعة والخيال وسعة الحيلة لدى مصمميها. ويُتوقع أن يكون Ride on the Right Track حملة على وسائل التواصل الاجتماعي قطعة عالية التقدير ومحل إعجاب وحب، شديدة الاحترافية والابتكار. وهذا التصميم الفائز بجائزة A' Design Award البرونزية يتبنى أفضل الممارسات في الفن والعلم والتصميم والتكنولوجيا، ويتميز بعنايته بالتفاصيل. ويلبّي Ride on the Right Track حملة على وسائل التواصل الاجتماعي الاحتياجات على أفضل وجه، ويلامس الرغبات، ويأسر المشاعر، ويستثير الفضول.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Momentum is committed to empowering consumers to contribute to sustainability through education and practical tools. We aim to create a collective impact on the world by encouraging small actions that compound over time. Momentum uses organic shapes, green elements, and friendly messaging in its design and communication to make sustainability accessible and inviting. Building a more sustainable future, one pedal at a time.
- Dimensions & Packaging
- To engage our younger target audience, we have devised a multi-faceted campaign that includes infographic fun facts, Instagram/Facebook story stickers, a live stream event, and a filter to promote environmentally conscious actions.
- Tags
- Social Media Campaign, Illustration Design, Eco-friendly, Green
- Production Technology
- To capture the warm and inviting essence of spring and Earth Day, we have incorporated plant-inspired imagery and a green color palette into our design. We have opted for organic illustrations, friendly infographics, relatable storytelling, and attractive call-to-actions as our primary visual elements. These illustrations make the design more approachable and eye-catching and align with our environmentally friendly ethos.
- Design Challenge
- We conducted A/B testing and found that graphics and illustrations led to a better response than scenario photos. We designed interactive and creative content that utilizes these elements to stimulate positive consumer engagement. The main visual elements of the campaign were activated across multiple social media formats, maintaining a user-friendly approach.
- Research
- We conducted extensive research to understand our audience and promote eco-friendly practices effectively. We developed a comprehensive understanding of the market by analyzing macro-trends, micro-trends, competitor outlooks, and consumer trends. We have also conducted several interviews and UX fieldwork to understand user insight. Our campaign content resonated with consumers by approaching sustainability in a more accessible and fun way.
- Inspiration
- After the pandemic, governments and corporations pledge to create a greener future as the world becomes more conscious of our impact on the planet. Momentum strives to make sustainability more accessible to its consumers, starting with small, simple steps toward an eco-friendly mindset. By changing the perceptions of how people live and sharing in their communities their environmental efforts, we can make a collective impact. When we let nature guide us, we are on the Right Track.
- Project Duration
- The project started in April and ended in May 2022 in North America and Europe.
- Operation Flow
- Our campaign promoted green lifestyles through habit-building and daily actions. We partnered with Brooklyn Grange and hosted social media events promoting greener transportation methods and urban farming. We also created an Instagram/Facebook filter to encourage green actions. Our multi-faceted approach engaged everyone who wanted to participate on various platforms and inspired positive behavior change toward a sustainable future.
- Patents
- Copyrights belong to Momentum Bike, 2023.
- Team Members
- CEO: Silvia Yu
Creative Director: Chris Chung
Senior Account Manager: Anew Yu Hsin Lin
Senior Strategists: Marco Negri, Lucas Willery
Senior Designers: Tai Yuan Chiou, Chien Chun Feng - Image Credits
- Image Credits:
Primary Image: Model - Jared Chiou
Optional image 1: Model - Tina Feng, Jared Chiou, Stacey Yu
Optional image 2: Model - Stacey Yu
Optional image 3: Model - Jared Chiou
Optional image 4: Model - Tina Feng
Client: Giant Manufacturing Co. Ltd.
Agency: RedPeak
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