Ride on the Right Track Kampeni ya Media Zachikhalidwe by Tai Yuan Chiou and Chien Chun Feng is a highly esteemed winner of the very prestigious 2023 Mphoto ya Bronze ya A' Design Award in Mapangidwe a Zolengeza, Kutsatsa Malonda ndi Kulumikizana Competition Category.
BronzeZolengeza· 2023
Ride on the Right Track Kampeni ya Media Zachikhalidwe
by Tai Yuan Chiou and Chien Chun Feng
Client: Momentum Bikes
Mphoto ya Bronze ya A' Design Award Winner in Zolengeza Category
Verified Award Winner
Verify Award Status for #149139The Design
About Ride on the Right Track Kampeni ya Media Zachikhalidwe
"Ride on the Right Track" ndi kampeni ya media zachikhalidwe yopangidwa cholinga chochirikiza mtundu wa njinga kuti alimbikitse machitidwe abwino a tsiku ndi tsiku okhudzana ndi chilengedwe. Kampeniyi imagwiritsa ntchito zithunzi zachilengedwe, mitundu yobiriwira, zithunzi zokhudzana ndi zomera, ndiponso mauthenga achikondi kuti nkhani za chitetezo cha chilengedwe zizimveka mosavuta. Zomwe zili m'kampeniyi zikuphatikizapo zambiri zosangalatsa mu mafanizo, ma sticker a nkhani pa Instagram ndi Facebook, chochitika chowonetsera mwachindunji, ndiponso chosefera cha pa media zachikhalidwe. Njira zabwino za mayendedwe zomwe sizionongera chilengedwe ndiponso ulimi wa m'mizinda zimalimbikitsidwa kudzera mu zochita zazing'ono komanso zosavuta. Cholinga chake ndikupanga zotsatira zazikulu zochokera ku zisankho za tsiku ndi tsiku za munthu aliyense.
The Recognition
About the Mphoto ya Bronze ya A' Design Award
Ride on the Right Track Kampeni ya Media Zachikhalidwe ndi mmodzi mwa opambana a Mphoto ya Bronze ya A' Design Award, kuzindikirika kolemekezeka kwambiri komwe kumaperekedwa kwa mapangidwe abwino kwambiri omwe amaonekera ndi luso lolenga, kuchenjera ndi nzeru zakuthwa. Opambana a Bronze ndi zinthu zaluso kwambiri ndi zolenga modabwitsa zomwe zimatsimikizira zochitika zazikulu, kulingalira ndi kuchenjera kwa opanga awo. Ride on the Right Track Kampeni ya Media Zachikhalidwe akuyembekezeka kukhala chinthu choyamikiridwa, chosirira ndi chokondedwa, chaukatswiri wapadera ndi chatsopano. Mapangidwe opambana Mphoto ya Bronze ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a luso, sayansi, kapangidwe ndi ukadaulo ndipo ndi abwino kwambiri chifukwa cha kusamala kwawo zazing'ono. Ride on the Right Track Kampeni ya Media Zachikhalidwe amakwaniritsa zosowa mokongola, kukhudza zilakolako, kukopa mitima ndi kudzutsa chidwi.
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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