Reviving Tradition: Taiwan Small Town Ramble

Meng Chih Chiang's Innovative Approach to Promoting Taiwanese Culture

With the aim to promote the rich cultural heritage of small indigenous towns in Taiwan, the Taiwan Tourism Bureau launched the 2019 campaign, Taiwan Small Town Ramble. The campaign, designed by Meng Chih Chiang, transformed Singapore's cityscape with the first-ever 3D bus of traditional Taiwanese houses. The bus, adorned with iconic imageries of traditional towns such as red brick houses and retro floral patterns, invited the public to explore the beauty of Taiwan.

The uniqueness of the Taiwan Small Town Ramble lies in its innovative approach to advertising. The campaign used a 3D installation of a traditional Taiwanese house, complete with a swallowtail roof and decorative tiles with floral patterns. The swallow's nest, a symbol of opulence and prosperity in Taiwanese culture, was brought to life on the bus, creating an impactful impression on the audience.

The realization of this design required extensive field research of 40 townships and districts in Taiwan. The goal was to create a local town tourism brand for Taiwan by showcasing the diverse cultural landscapes, ecological landscapes, and recreational resources of specially-selected towns. The design also had to comply with strict regulations set by the Singapore transport authority, including limitations on the size, edge, and protrusion of the 3D structure.

The Taiwan Small Town Ramble was not only a design project but also a cultural journey. It offered the public an opportunity to indulge in the charm of small Taiwanese towns without leaving Singapore. The campaign ran from July 25, 2019, to October 16, 2019, on bus routes 80, 502, 196, 186, and 157 in Singapore.

The project's success is a testament to Meng Chih Chiang's creativity and dedication. Despite the challenges, including building realistic sculptures with detailed shapes and gradient colors of the swallows, the design team managed to create a unique and engaging experience for the public. The campaign was awarded Silver in A' Advertising, Marketing and Communication Design Award in 2020, a prestigious recognition for top-of-the-line, creative, and professionally remarkable designs.

In conclusion, the Taiwan Small Town Ramble is a shining example of how design and innovation can be used to promote culture and heritage. It serves as an inspiration for future projects aiming to bring cultural experiences to the public in unique and engaging ways.