Ride on the Right Track Зөв замаар дугуйл by Tai Yuan Chiou and Chien Chun Feng

Ride on the Right Track Зөв замаар дугуйл by Tai Yuan Chiou and Chien Chun Feng is a highly esteemed winner of the very prestigious 2023 A' Design Award Хүрэл шагнал in Зар сурталчилгаа, маркетинг ба харилцааны дизайн Competition Category.

ХүрэлЗар сурталчилгаа· 2023

Ride on the Right Track Зөв замаар дугуйл

by Tai Yuan Chiou and Chien Chun Feng

Client: Momentum Bikes

A' Design Award Хүрэл шагнал Winner in Зар сурталчилгаа Category

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Colors

The Design

About Ride on the Right Track Зөв замаар дугуйл

"Ride on the Right Track" нь тогтвортой өдөр тутмын дадал зуршлыг сурталчлах зорилгоор унадаг дугуйн брэндэд зориулж бүтээсэн олон нийтийн сүлжээний кампанит ажил юм. Энэхүү кампанит ажил нь органик дүрслэл, ногоон өнгийн палитр, ургамлаас санаа авсан дүрс зураг, найрсаг мессежийг ашиглан тогтвортой байдлыг хүн бүрт ойлгомжтой, хүртээмжтэй болгодог. Контентод инфографик сонирхолтой баримтууд, Instagram болон Facebook-д зориулсан төрөл бүрийн стикер, шууд дамжуулах арга хэмжээ, олон нийтийн сүлжээний филтр багтдаг. Жижиг, энгийн үйлдлүүдийн тусламжтайгаар илүү ногоон тээврийн хэрэгсэл ашиглах, хотын фермерлэгийг дэмждэг. Энэ кампанит ажлын зорилго нь өдөр тутмын сонголтуудаас бүрдсэн хамтын нөлөөллийг бий болгох явдал юм.

The Recognition

About the A' Design Award Хүрэл шагнал

Ride on the Right Track Зөв замаар дугуйл нь A' Design Award Хүрэл шагналын ялагч бөгөөд бүтээлч чанар, овсгоо, цэцэн ухаанаараа ялгарсан шилдэг загварт олгодог маш нэр хүндтэй хүлээн зөвшөөрөлт юм. Хүрэл ялагчид бол хангалттай ур чадвартай, гайхалтай бүтээлч ажил бөгөөд зохион бүтээгчдийн өргөн туршлага, төсөөлөл, самбаатай байдлыг баталдаг. Ride on the Right Track Зөв замаар дугуйл нь өндөр үнэлэгдсэн, биширсэн, хайрласан зүйл, мэдэгдэхүйц мэргэжлийн, шинэлэг байх болно гэж хүлээгддэг. Хүрэл шагнал хүртсэн энэ загвар нь урлаг, шинжлэх ухаан, загвар, технологийн шилдэг туршлагыг шингээж, нарийн ширийнд анхаарал хандуулснаараа тод юм. Ride on the Right Track Зөв замаар дугуйл хэрэгцээг гайхалтай хангаж, хүслийг хөндөж, сэтгэл хөдлөлийг байлдан дагуулж, сониуч занг татдаг.

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