Ride on the Right Track Kia Eke i te Ara Tika by Tai Yuan Chiou and Chien Chun Feng is a highly esteemed winner of the very prestigious 2023 A' Design Award Parahi in Hoahoa Pānui Hokohoko, Whakatairanga me te Whakawhitiwhiti Kōrero Competition Category.
ParahiPānui Hokohoko· 2023
Ride on the Right Track Kia Eke i te Ara Tika
by Tai Yuan Chiou and Chien Chun Feng
Client: Momentum Bikes
A' Design Award Parahi Winner in Pānui Hokohoko Category
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The Design
About Ride on the Right Track Kia Eke i te Ara Tika
He kaupapa pāpāho pāpori a Kia Eke i te Ara Tika i hangaia mō tētahi waitohu paihikara hei whakatairanga i ngā tikanga toitū o ia rā. Ka whakamahi te kaupapa nei i ngā whakaahua taiao, he papa tae kākāriki, he whakaahua ā-tipu, me ngā karere ātaahua hei whakangāwari i te toitūtanga kia māmā ake te whai. Kei roto i ngā kai pāpāho ko ngā meka whakangahau whakaahua matohi, ngā tapiri kōrero mō Instagram me Facebook, tētahi kaupapa pāpāho ora, me tētahi tātai pāpāho pāpori. Ka akiakihia ngā tikanga waka kākāriki ake me te ahuwhenua tāone mā ngā mahi iti, māmā hoki. Ko te whāinga he pānga whakahiato e ahu mai ana i ngā whiringa o ia rā.
The Recognition
About the A' Design Award Parahi
Ko Ride on the Right Track Kia Eke i te Ara Tika te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Ride on the Right Track Kia Eke i te Ara Tika he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Ride on the Right Track Kia Eke i te Ara Tika i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.
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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