Taiwan Small Town Ramble Tourism Advertising by Meng Chih Chiang

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DESIGN DETAILS
DESIGN NAME:
Taiwan Small Town Ramble

PRIMARY FUNCTION:
Tourism Advertising

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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!

PROJECT DURATION AND LOCATION:
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.

PRODUCTION / REALIZATION 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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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,

RESEARCH ABSTRACT:
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.

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.

ADDED DATE:
2020-03-15 14:52:15

TEAM MEMBERS (13) :
Creative Director:, Meng Chih Chiang, Designer:, Sunday Huang, Media Catalyst:, Gabriel Chee Hoe Ping, Production Manager:, Chee Fong Ling, , Model:, Miranda Lien, Special Thanks: and 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

CLIENT/STUDIO/BRAND DETAILS
NAME:
Taiwan Tourism Bureau, Singapore Office

PROFILE:
Taiwan Tourism Bureau, Singapore Office is Taiwan government representative office in Singapore. It is responsible for promoting Taiwan best attractions, such as a diversity of traditional folk customs, a rich culture, modern arts, fantastic food and friendly people.

NOMINATION DETAILS

Taiwan Small Town Ramble Tourism Advertising by Meng Chih Chiang is a Nominee in Advertising, Marketing and Communication Design Category.

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AWARD DETAILS

Taiwan Small Town Ramble Tourism Advertising by Meng Chih Chiang is Winner in Advertising, Marketing and Communication Design Category, 2019 - 2020.



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