Muse Creative Awards | International Advertising Awards

United States

2019

Taiwan-themed Subway

Entrant Company

Mengdom Experimental Design Lab

Category

Outdoor Advertising

Client Name

Taiwan Tourism Bureau in New York

Sub-Category

Transit / Airport / Kiosk

In a bid to promote tourism and raise awareness about Taiwanese culture and art, the Taiwan Tourism Bureau in New York partnered with the Metropolitan Transport Authority (MTA) and decorated the S-line subways with Taiwanese artwork. ?The S-line subway, which runs between Grand Central Station and Times Square, was adorned with Taiwanese motifs and images from October 10 through October 28, 2018.

Taiwan Tourism Bureau transformed one MTA S train in New York to highlight the majestic beauty of Taiwan. The train was wrapped to showcase the beautiful and diverse landscape of Taiwan, as well as the friendliness of the Taiwanese people.
The exteriors of the cars are painted in intense fuchsia, spotlighting laughing faces of Taiwan’s indigenous people as created by Taiwanese artist Yosifu of the Amis Tribe, along with turquoise straps symbolizing mountains and seas of the country. The design symbolized Taiwan’s friendliness and hospitality.

The interior of the train, decorated with prints of traditional Taiwanese textiles “Hakka floral fabric,” takes a humorous approach to marketing Taiwan’s signature vegetable by turning the seats into traditional Taiwanese "rattan" chairs dotted with “Sanxing green onions” which is daily ingredients in Taiwanese food.

Throughout both the exterior and interior, the train is painted a bright fuchsia as Taiwan Red, a Taiwan's representative color, which is used on many festive occasions in Taiwan symbolizing "celebration, auspiciousness, and blessing.”

Muse Digital Awards Taiwan-themed Subway Muse Digital Awards Taiwan-themed Subway Muse Digital Awards Taiwan-themed Subway Muse Digital Awards Taiwan-themed Subway Muse Digital Awards Taiwan-themed Subway

Credits

Creative Director
Meng-Chih Chiang
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