Taiwan Small Town Ramble Periklanan Pariwisata oleh Meng Chih Chiang

Karya Taiwan Small Town Ramble Periklanan Pariwisata oleh Meng Chih Chiang adalah pemenang yang sangat dihormati dari 2020 A' Design Award Perak yang sangat bergengsi dalam Kategori Kompetisi Desain Periklanan, Pemasaran dan Komunikasi.

PerakPeriklanan· 2020

Taiwan Small Town Ramble Periklanan Pariwisata

oleh Meng Chih Chiang

Klien: Taiwan Tourism Bureau, Singapore Office

Pemenang A' Design Award Perak dalam Kategori Periklanan

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Warna

Desain

Tentang Taiwan Small Town Ramble Periklanan Pariwisata

Taiwan Small Town Ramble adalah kampanye periklanan pariwisata yang dibuat untuk mempromosikan kota-kota kecil di Taiwan. Kampanye ini memanfaatkan bus-bus di Singapura yang membawa instalasi tiga dimensi berbentuk rumah tradisional Taiwan. Atap ekor layang-layang (swallowtail), sebuah gaya arsitektur lokal, dipasang di bagian atas setiap bus. Ubin dekoratif bermotif bunga menutupi bagian bawahnya. Kedua elemen tersebut merupakan citra ikonis kota-kota tradisional Taiwan. Sebuah sarang burung layang-layang berbentuk pahatan, yang sejak lama dipandang sebagai simbol kekayaan dan kemakmuran, melengkapi instalasi ini.

Pengakuan

Tentang A' Design Award Perak

Taiwan Small Town Ramble Periklanan Pariwisata adalah pemenang A' Design Award Perak, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas atas yang indah dan mengesankan. Pemenang Perak adalah karya yang sangat cemerlang dan sangat kreatif yang menggambarkan keahlian, bakat, dan ketajaman luar biasa para desainernya. Taiwan Small Town Ramble Periklanan Pariwisata diharapkan menjadi karya yang menakjubkan, etalase keahlian, sangat profesional, dan sangat inovatif. Desain pemenang A' Design Award Perak ini adalah penemuan yang sangat menonjol dan dikagumi yang bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Taiwan Small Town Ramble Periklanan Pariwisata adalah kreasi yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif, dan memercikkan keheranan dan kekaguman.

Di Balik Desain

Kit Pers

Kredit, anggota tim, dan detail teknis yang disediakan oleh desainer.

Keunikan: 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.
Dimensi & Kemasan: 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
Tag: Transport, Tourism, Bus, Small Town, Taiwan, Bus Wrapping, Bus Advertising, Singapore,
Teknologi Produksi: 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.
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: 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.
Alur Operasi: 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!
Anggota Tim: 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
Kredit Gambar: 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