Taiwan Small Town Ramble Publicité touristique by Meng Chih Chiang

Taiwan Small Town Ramble Publicité touristique by Meng Chih Chiang is a highly esteemed winner of the very prestigious 2020 A' Design Award d'Argent in Publicité Competition Category.

ArgentPublicité· 2020

Taiwan Small Town Ramble Publicité touristique

by Meng Chih Chiang

Client: Taiwan Tourism Bureau, Singapore Office

A' Design Award d'Argent Winner in Publicité Category

31,761

Verified Award Winner

Verify Award Status for #103746

View at A' Design Award Press Release Award Badge

Colors

The Design

About Taiwan Small Town Ramble Publicité touristique

Taiwan Small Town Ramble est une campagne de publicité touristique conçue pour promouvoir les petites villes de Taïwan. La campagne investit des autobus de Singapour, sur lesquels est installée une reconstitution tridimensionnelle d'une maison traditionnelle taïwanaise. Un toit en queue d'hirondelle, style architectural local, coiffe le sommet de chaque véhicule, tandis que des carreaux décoratifs à motifs floraux en habillent la moitié inférieure. Ces deux éléments constituent des images emblématiques des villes traditionnelles de Taïwan. Un nid d'hirondelle sculpté, depuis toujours considéré comme un symbole de richesse et de prospérité, vient parachever l'installation.

The Recognition

About the A' Design Award d'Argent

Taiwan Small Town Ramble Publicité touristique est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Taiwan Small Town Ramble Publicité touristique est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Taiwan Small Town Ramble Publicité touristique est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.

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