Keleawe Hoʻolaha · 2023
Ride on the Right Track Holo ma ke Ala Pololei
by Tai Yuan Chiou and Chien Chun Feng
- A' Design Award Keleawe 2023 in Hoʻolaha
- CLIENT: Momentum Bikes
- Estimated Number of Design Views: 33,814
- Verification code 7EF6823554 · Verify this award
Colors
About Ride on the Right Track Holo ma ke Ala Pololei
He hoʻolaha pūnaewele kaiaulu i hana ʻia no kahi kālepa kaʻa paikikala e hoʻolaha ai i nā ʻano hana kūpono e mālama mau ai i ke kaiapuni i kēlā me kēia lā. Hoʻohana ke kiʻiʻōnaehana i nā kiʻi kaha lima kūlohelohe, kahi paleti waihoʻoluʻu ʻōmaʻomaʻo, nā kiʻi hoʻoulu mea kanu, a me nā leka olu e hoʻolako ai i ka malu i ke akeakamai ma ke ʻano maʻalahi ke komo. Aia i loko o ka ʻike he mau ʻike hoihoi kiʻikiʻi, nā stika moʻolelo no Instagram a me Facebook, kahi hanana kaʻina ola koke, a me kahi kānana pūnaewele kaiaulu. Hoʻoikaika ʻia nā ʻano hana kaʻa mālama kaiapuni a me ka mahiʻai kūlanakauhale ma o nā hana liʻiliʻi a maʻalahi. ʻO ka pahuhopu, he hopena hui e kūkulu ʻia me nā koho o kēlā me kēia lā.
About the A' Design Award Keleawe
Ua lanakila ka hoʻolālā Ride on the Right Track Holo ma ke Ala Pololei i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Ride on the Right Track Holo ma ke Ala Pololei he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Ride on the Right Track Holo ma ke Ala Pololei i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.
Press Kit
- 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.
- 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
