Ride on the Right Track ソーシャルメディアキャンペーン by Tai Yuan Chiou and Chien Chun Feng is a highly esteemed winner of the very prestigious 2023 A' Design Award 銅賞 in 広告・マーケティング・コミュニケーションデザイン Competition Category.
銅広告· 2023
Ride on the Right Track ソーシャルメディアキャンペーン
by Tai Yuan Chiou and Chien Chun Feng
Client: Momentum Bikes
A' Design Award 銅賞 Winner in 広告 Category
Verified Award Winner
Verify Award Status for #149139The Design
About Ride on the Right Track ソーシャルメディアキャンペーン
「Ride on the Right Track」は、持続可能な日常習慣を促進するために自転車ブランド向けに制作されたソーシャルメディアキャンペーンです。有機的なイラストレーション、グリーンを基調としたカラーパレット、植物をモチーフにしたビジュアル、そして親しみやすいメッセージを用いることで、サステナビリティを身近なものとして感じられるよう表現しています。コンテンツには、インフォグラフィックによる豆知識、InstagramとFacebook向けのストーリーステッカー、ライブ配信イベント、ソーシャルメディア用フィルターが含まれます。より環境に優しい移動手段や都市型農業を、小さくシンプルな行動を通じて促しています。目指すのは、日々の選択の積み重ねから生まれる集団的なインパクトです。
The Recognition
About the A' Design Award 銅賞
Ride on the Right Track ソーシャルメディアキャンペーンは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Ride on the Right Track ソーシャルメディアキャンペーンは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Ride on the Right Track ソーシャルメディアキャンペーンは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
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
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