Taiwan Small Town Ramble Fungsi Utama: Pengiklanan Pelancongan by Meng Chih Chiang

Taiwan Small Town Ramble Fungsi Utama: Pengiklanan Pelancongan by Meng Chih Chiang is a highly esteemed winner of the very prestigious 2020 A' Design Award Perak in Reka Bentuk Pengiklanan, Pemasaran dan Komunikasi Competition Category.

PerakPengiklanan· 2020

Taiwan Small Town Ramble Fungsi Utama: Pengiklanan Pelancongan

by Meng Chih Chiang

Client: Taiwan Tourism Bureau, Singapore Office

A' Design Award Perak Winner in Pengiklanan Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Taiwan Small Town Ramble Fungsi Utama: Pengiklanan Pelancongan

Taiwan Small Town Ramble ialah kempen pengiklanan pelancongan yang dicipta untuk mempromosikan bandar-bandar kecil di Taiwan. Kempen ini menggunakan bas di Singapura yang membawa instalasi tiga dimensi sebuah rumah tradisional Taiwan. Bumbung ekor burung layang-layang, iaitu gaya seni bina tempatan, diletakkan di bahagian atas setiap bas. Jubin hiasan dengan corak bunga menutupi separuh bahagian bawah. Kedua-dua elemen ini merupakan imej ikonik bandar-bandar tradisional Taiwan. Sarang burung layang-layang yang diukir, yang telah lama dilihat sebagai simbol kekayaan dan kemakmuran, melengkapkan instalasi ini.

The Recognition

About the A' Design Award Perak

Taiwan Small Town Ramble Fungsi Utama: Pengiklanan Pelancongan ialah pemenang A' Design Award Perak, pengiktirafan yang sangat berprestij yang dianugerahkan kepada reka bentuk bertaraf tinggi, indah dan mengagumkan. Pemenang Perak ialah karya yang amat cemerlang dan sangat kreatif yang menggambarkan kepakaran, bakat dan ketajaman fikiran yang luar biasa pereka bentuknya. Taiwan Small Town Ramble Fungsi Utama: Pengiklanan Pelancongan diharapkan menjadi karya yang menakjubkan, contoh teladan, sangat profesional dan sangat inovatif. Reka bentuk pemenang A' Design Award Perak ini ialah ciptaan yang sangat ketara dan dikagumi yang memberi manfaat kepada dan memajukan batas seni, sains, reka bentuk dan teknologi. Taiwan Small Town Ramble Fungsi Utama: Pengiklanan Pelancongan ialah ciptaan yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif dan mencetuskan rasa hairan serta kagum.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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
Tags: Transport, Tourism, Bus, Small Town, Taiwan, Bus Wrapping, Bus Advertising, Singapore,
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: 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.
Operation Flow: 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!
Team Members: 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
Image Credits: 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