Ride on the Right Track Feachtas Meán Sóisialta by Tai Yuan Chiou and Chien Chun Feng

Ride on the Right Track Feachtas Meán Sóisialta by Tai Yuan Chiou and Chien Chun Feng is a highly esteemed winner of the very prestigious 2023 Duais Cré-umha A' Design Award in Dearadh Fógraíochta Competition Category.

Cré-umhaFógraíocht· 2023

Ride on the Right Track Feachtas Meán Sóisialta

by Tai Yuan Chiou and Chien Chun Feng

Client: Momentum Bikes

Duais Cré-umha A' Design Award Winner in Fógraíocht Category

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Colors

The Design

About Ride on the Right Track Feachtas Meán Sóisialta

Is feachtas meán sóisialta é Ride on the Right Track a cruthaíodh do bhranda rothar chun nósanna inbhuanaithe laethúla a chur chun cinn. Baineann an feachtas úsáid as léaráidí orgánacha, pailéad dathanna glasa, íomháineachas a fuair inspioráid ó phlandaí agus teachtaireachtaí cairdiúla chun an inbhuanaitheacht a dhéanamh so-thuigthe agus inrochtana. Áirítear san ábhar fíricí spraíúla ríomhghrafaice, greamáin scéil do Instagram agus Facebook, imeacht sruthú beo agus scagaire meán sóisialta. Spreagtar modhanna iompair níos glaise agus feirmeoireacht uirbeach trí ghníomhartha beaga, simplí. Is é an sprioc tionchar comhchoiteann a thógáil as roghanna laethúla.

The Recognition

About the Duais Cré-umha A' Design Award

Bhuaigh an dearadh Ride on the Right Track Feachtas Meán Sóisialta Duais Cré-umha A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí sármhaithe a mbíonn cruthaitheacht, aireagacht agus géarchúis mar shaintréithe acu. Is déantúsáin ghlic agus chruthaitheacha go suntasach iad buaiteoirí Cré-umha a dhearbhaíonn taithí fhairsing, samhlaíocht agus acmhainneacht a ndearthóirí. Táthar ag súil go mbeidh an dearadh Ride on the Right Track Feachtas Meán Sóisialta ina rud a bhfuil an-mheas air, a n-ardaítear agus a ghráitear, atá thar a bheith gairmiúil agus nuálach. Ionchorpraíonn an dearadh seo a bhuaigh Duais Cré-umha A' Design Award na cleachtais is fearr san ealaín, san eolaíocht, sa dearadh agus sa teicneolaíocht, agus tá sé sármhaith as a aird ar mhionsonraí. Sásaíonn an dearadh Ride on the Right Track Feachtas Meán Sóisialta riachtanais go hálainn, bainíonn sé le mianta, cuireann sé draíocht ar mhothúcháin agus tarraingíonn sé fiosracht.

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