Taiwan Small Town Ramble Funzjoni Primarja: Reklamar Turistiku by Meng Chih Chiang

Taiwan Small Town Ramble Funzjoni Primarja: Reklamar Turistiku by Meng Chih Chiang is a highly esteemed winner of the very prestigious 2020 Premju A' Design Award tal-Fidda in Disinn tar-Reklamar, Kummerċjalizzazzjoni u Komunikazzjoni Competition Category.

FiddaReklamar· 2020

Taiwan Small Town Ramble Funzjoni Primarja: Reklamar Turistiku

by Meng Chih Chiang

Client: Taiwan Tourism Bureau, Singapore Office

Premju A' Design Award tal-Fidda Winner in Reklamar 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 Funzjoni Primarja: Reklamar Turistiku

Taiwan Small Town Ramble hija kampanja ta' reklamar turistiku maħluqa biex tippromwovi l-ibliet żgħar tat-Tajwan. Il-kampanja tuża xarabankijiet f'Singapor li jġorru installazzjoni tridimensjonali ta' dar tradizzjonali Tajwaniża. Saqaf f'forma ta' denb tal-ħuttafa, stil arkitettoniku lokali, jitqiegħed fuq wiċċ kull xarabank. Madum dekorattiv b'motivi florali jkopri n-nofs t'isfel. Iż-żewġ elementi huma xbihat ikoniċi tal-ibliet tradizzjonali Tajwaniżi. Bejta ta' ħuttafa mnaqqxa, li ilha titqies bħala simbolu ta' ġid u prosperità, tikkompleta l-installazzjoni.

The Recognition

About the Premju A' Design Award tal-Fidda

Taiwan Small Town Ramble Funzjoni Primarja: Reklamar Turistiku huwa rebbieħ tal-Premju A' Design Award tal-Fidda, rikonoxximent prestiġjuż straordinarjament mogħti lil disinji tal-ogħla livell, sbieħ u impressjonanti. Ir-rebbieħa tal-Fidda huma xogħlijiet brillanti ħafna u kreattivi ħafna li juru l-għarfien espert, it-talent u l-aċċuratezza tad-disinjaturi tagħhom. Huwa mistenni li Taiwan Small Town Ramble Funzjoni Primarja: Reklamar Turistiku ikun xogħol mill-isbaħ, eżemplari, professjonali ħafna u innovattiv bil-fond. Dan id-disinn rebbieħ tal-Fidda huwa invenzjoni notevoli u mammirata li tikkontribwixxi biex jitwessgħu l-fruntieri tal-arti, ix-xjenza, id-disinn u t-teknoloġija. Taiwan Small Town Ramble Funzjoni Primarja: Reklamar Turistiku huwa ħolqien li ħafna jinvidjawh, li jqajjem ix-xewqat, iġib sentimenti pożittivi u joħloq tgħaġġib u mistagħġib.

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