Taiwan Small Town Ramble Turystychnaja reklama by Meng Chih Chiang

Taiwan Small Town Ramble Turystychnaja reklama by Meng Chih Chiang is a highly esteemed winner of the very prestigious 2020 Срэбная прэмія A' Design Award in Дызайн рэкламы, маркетынгу і камунікацыі Competition Category.

СрэбраРэклама· 2020

Taiwan Small Town Ramble Turystychnaja reklama

by Meng Chih Chiang

Client: Taiwan Tourism Bureau, Singapore Office

Срэбная прэмія A' Design Award Winner in Рэклама Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Taiwan Small Town Ramble Turystychnaja reklama

«Taiwan Small Town Ramble» — гэта турыстычная рэкламная кампанія, створаная для прасоўвання малых гарадкоў Тайваня. У кампаніі выкарыстоўваюцца аўтобусы ў Сінгапуры, на якіх размешчана трохмерная інсталяцыя традыцыйнага тайваньскага дома. Дах у форме ластаўчынага хваста — мясцовы архітэктурны стыль — усталяваны на версе кожнага аўтобуса. Дэкаратыўная плітка з кветкавымі ўзорамі пакрывае ніжнюю палову. Абодва элементы з'яўляюцца знакавымі вобразамі традыцыйных тайваньскіх гарадкоў. Скульптурнае гняздо ластаўкі, якое здаўна лічыцца сімвалам багацця і росквіту, завяршае інсталяцыю.

The Recognition

About the Срэбная прэмія A' Design Award

Taiwan Small Town Ramble Turystychnaja reklama — пераможца Срэбнай прэміі A' Design Award, надзвычай прэстыжнага прызнання, якое прысуджаецца дызайнам вышэйшага класа, цудоўным і ўражальным. Срэбныя пераможцы — гэта надзвычай бліскучыя і вельмі творчыя працы, якія ілюструюць выдатную кампетэнтнасць, талент і праніклівасць сваіх дызайнераў. Чакаецца, што Taiwan Small Town Ramble Turystychnaja reklama — гэта цудоўная, паказальная праца, надзвычай прафесійная і глыбока інавацыйная. Гэты дызайн, што атрымаў Срэбную прэмію A' Design Award, — вельмі значнае, вартае захаплення вынаходніцтва, якое прыносіць карысць і пашырае межы мастацтва, навукі, дызайну і тэхналогій. Taiwan Small Town Ramble Turystychnaja reklama — гэта твор, якому шмат хто зайздросціць, што абуджае жаданні, дорыць пазітыўныя пачуцці і запальвае здзіўленне і захапленне.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Taiwan Small Town Ramble, a tourism campaign to promote Taiwanese distinguished townships, aims to reach the huge audience and to create an impactful impression in Singapore.

The 3D installation with a swallowtail roof of local unique architecture on the top and the decorative tiles with floral patterns on the bottom half of the bus are both iconic imageries of traditional towns.

The nest of swallow, a symbol of opulence and prosperity, is brought to life on the Traditional House Bus.
Dimensions & Packaging: For security and cultural reasons, the Singapore transport authority set up strict limitations for the creatives of bus 3D structure. For example:
1. No sharp edges are allowed on the 3D structure
2. Maximum protrusion from the bus rear to fall within 15cm
3 Every design & installation are subjected to LTA (Singapore transport authority) approval
4. No movement of the 3D structure are allowed
5. Size of structure to be within - 80cm(height) x 186cm (length) x 120cm (width) and max weight of 30kg
Tags: Transport, Tourism, Bus, Small Town, Taiwan, Bus Wrapping, Bus Advertising, Singapore,
Production Technology: The massive field researches of 40 townships and districts was applied in this campaign. The goal is the creation of a local town tourism brand for Taiwan by showcasing the rich and diverse cultural landscapes, ecological landscapes, and recreational resources of specially-selected towns.
Design Challenge: A Chinese poet once wrote: Beneath the eaves of the high and mighty dwelt the swallows. The nest of swallow, a symbol of opulence and prosperity, is brought to life on the Traditional House Bus. However, it is extremely difficult to build realistic sculptures with detailed shapes and gradient colors of the swallows. Moreover, the Singapore transport authority has strict regulations about the size, edge, protrusion and even the creative itself.
Research: The swallowtail roof in Southern Min style concaves up and diverges at both ends just like the tail of a swallow, hence the name. In the past, these types of roofs were considered a sign of wealth, and the upper class would incorporate them in the design of their ancestral shrines. They are also featured in temples, often with designs even more elaborate and intricate; this unique style of architecture can only be found in Taiwan and Southern Fujian.
Inspiration: Taiwan Tourism Bureau unveiled 2019 campaign to promote small indigenous towns in Taiwan. The first ever 3D bus of traditional Taiwanese house will roam the streets of Singapore, offering the public a brand-new vision of the charm of Taiwan.

Red brick houses remain a common sight in towns, such as Lukang Changhua, Hengchun old town, and etc. Retro floral patterns from old floral-tiled houses in Kinmen and Kaohsiung, invite people to explore the beauty of Taiwan and its cultural heritage.
Project Duration: The campaign started in July 25, 2019 and finished in October 16, 2019, and the buses was scheduled on routes 80, 502, 196, 186, and 157 in Singapore.
Operation Flow: If you happen to find yourself in Singapore, be sure to take a bus ride on routes 80, 502, 196, 186, and 157 and indulge in the charm of small Taiwanese towns!
Team Members: Creative Director:
Meng Chih Chiang
Designer:
Sunday Huang
Media Catalyst:
Gabriel Chee Hoe Ping
Production Manager:
Chee Fong Ling

Model:
Miranda Lien
Special Thanks:
Joy Chen
Image Credits: Image #1: Photographer Matthias Chng
Image #2: Photographer Matthias Chng
Image #3: Photographer Matthias Chng
Image #4: Photographer Matthias Chng
Image #5: Photographer Matthias Chng