Ride on the Right Track 騎向正確軌道 by Tai Yuan Chiou and Chien Chun Feng

Ride on the Right Track 騎向正確軌道 by Tai Yuan Chiou and Chien Chun Feng is a highly esteemed winner of the very prestigious 2023 A' Design Award 銅獎 in 廣告設計 Competition Category.

銅廣告· 2023

Ride on the Right Track 騎向正確軌道

by Tai Yuan Chiou and Chien Chun Feng

Client: Momentum Bikes

A' Design Award 銅獎 Winner in 廣告 Category

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Verified Award Winner

Verify Award Status for #149139

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Ride on the Right Track 騎向正確軌道

《騎向正確軌道》係為一個單車品牌創作嘅社交媒體推廣活動,旨在推動可持續嘅日常生活習慣。呢個活動運用有機風格嘅插畫、綠色調色盤、植物靈感嘅視覺元素,同埋親切嘅文案訊息,令可持續發展嘅概念變得平易近人。內容包括資訊圖表趣味知識、Instagram同Facebook嘅限時動態貼紙、直播活動,以及社交媒體濾鏡特效。透過簡單而細小嘅日常行動,鼓勵大家採用更環保嘅出行方式同埋參與都市耕種。目標係憑藉每日嘅小小選擇,凝聚成集體嘅影響力。

The Recognition

About the A' Design Award 銅獎

Ride on the Right Track 騎向正確軌道是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Ride on the Right Track 騎向正確軌道將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Ride on the Right Track 騎向正確軌道出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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