Taipei Marathon
臺 北 馬 拉 松
方成事一同邀請 Group.G 協作，為臺北馬拉松製作專屬的 Jingle 動畫，我們透由短秒數的動畫，來傳遞臺北馬拉松 LOGO 的核心概念，以莫比烏斯環為基礎，展現出城市的無限循環和無限可能性。同時，運用輔助圖型設計，將「城市賽道 City Runway」和「重生 Reborn」兩個的溝通主軸，結合進動畫的故事中，讓民眾能感受到，這場盛宴不僅僅是一場馬拉松賽事，更是一次給跑者再次體驗不同以往他們所認識的臺北之旅。
Favula Inc. in collaboration with Group.G, invites cooperation to create an exclusive jingle animation for the Taipei Marathon. Through short animations, we aim to convey the core concept of the Taipei Marathon logo, based on the Möbius strip, showcasing the city's infinite cycles and possibilities. Additionally, by incorporating auxiliary graphic design, we integrate the communication focal points of "City Runway" and "Reborn" into the animated story. This allows the public to sense that this event is not merely a marathon but a grand celebration, offering runners a unique and revitalizing experience of Taipei beyond their previous encounters.
Challenge
為了讓民眾加深對臺北馬拉松的印象，Group.G 為臺北馬拉松製作專屬 Jingle 動畫，我們將臺北馬拉松的 LOGO 與輔助圖型的概念整合，視覺上運用城市的元素來象徵「臺北」，並結合跑者「呼吸」與「心跳」的音效，將臺北馬拉松 「跑動」的意象更完整呈現，讓民眾得以在短秒數的 Jingle 動畫，感受到 2021 臺北馬拉松 的年度標語：「跑動臺北，那日我們重生」( THE DAY WE REBORN )。
To deepen the public's impression of the Taipei Marathon, Group.G has created an exclusive jingle animation. We integrated the concept of the Taipei Marathon's logo and auxiliary graphics, visually incorporating elements of the city to symbolize "Taipei." By combining the sound effects of runners' "breathing" and "heartbeat," we have portrayed the complete imagery of Taipei Marathon's "running" concept. This jingle animation, within a short duration, allows the audience to experience the annual slogan of the 2021 Taipei Marathon: “The Day We Reborn."
Strategy
我們從臺北馬拉松 LOGO 的莫比烏斯環出發，將「無限循環」和「無限可能性」的概念作為這次動畫的故事主軸。動畫敘述著每位跑者參與這場盛事的過程，從踏上起點的每一個步伐，伴隨著呼吸和心跳聲，勾勒出馬拉松團體賽事的熱烈氛圍。畫面中方格隨著音樂節奏數量驟增，象徵著臺北馬拉松的參與者們從世界各地凝聚在「臺北」，同時，宏觀俯視的視角也象徵著「臺北」城市的街區，方格在音樂節奏加快的過程中不斷延伸，形成眾多賽道，賽道間的動態交錯下強調「跑動」的意象，代表著每位跑者一同競爭邁向眼前的終點。在動畫的結尾，我們將所有賽道匯聚至象徵光芒和無限的莫比烏斯環，不僅象徵著跑者們永不放棄的運動家精神，同時也展現出臺北城市的無限動能與榮耀。
Starting from the Möbius strip in the Taipei Marathon logo, we took the concepts of "infinite circulation" and "infinite possibilities" as the central themes for this animation. The animation narrates the journey of each runner participating in this grand event. From the moment they take the first step at the starting line, accompanied by the sounds of breath and heartbeat, it outlines the vibrant atmosphere of the marathon group event. At the same time, the macro perspective from above symbolizes the city blocks of "Taipei," where grids continuously extend in the process of accelerating music rhythm, forming numerous tracks. The dynamic interplay between the tracks emphasizes the imagery of "running," representing each runner competing and advancing toward the visible finish line. In the animation's conclusion, we converge all tracks into the symbol of radiance and infinity, the Möbius strip. This not only symbolizes the enduring spirit of athletes who never give up but also showcases the infinite energy and glory of Taipei City.
Creative Packaging
畫面以心跳作為開場，呼應馬拉松運動賽事，循環切換的顏色代表日夜交替。方形排列形狀是臺北城市的俯瞰圖，一條條賽道向前衝刺如同運動家不斷相互超越，如此循環往復構成 LOGO 的莫比烏斯環，也扣回主標語「那日我們重生」。動畫中象徵每一次的起跑都是全新的開始，臺北與大家一起努力往重生之路邁進。透過動畫，我們將展現臺北城市與運動的互動，讓觀眾感受到 2021 臺北馬拉松的魅力與活力。
The opening scene of the animation begins with a heartbeat, in line with the theme of the marathon event. The cyclic color transitions represent the changing of day and night. The arrangement of squares forms an aerial view of Taipei City, with the race tracks sprinting forward, akin to athletes constantly surpassing each other. This cyclic back-and-forth motion creates the Moebius loop of the logo, which ties back to the main slogan, “THE DAY WE REBORN." The animation symbolizes that every start of the race is a fresh beginning, where Taipei and everyone come together to stride towards the path of rebirth. Through this animation, we will showcase the interaction between Taipei City and sports, allowing the audience to experience the charm and vitality of the 2021 Taipei Marathon.
█ The Taipei Marathon Jingle Animation
Client｜臺北市政府體育局
Creative Agency｜方成事整合行銷有限公司
Director｜林思翰 Hans Lin
Project Manager｜趙詠安 YungAn Chao
Graphic Designer｜賴祖寧 Ning Lai、黃羿寧 Yvette Huang
Motion Design｜許庭嫣 Tingyen Hsu、郭昕岳 Hsinyueh Guo
Music Production｜有序音樂
Texture Music Music Composer｜楊易修 Sherwin Yang
Music Project Coordinator｜吳沛綾 Peilin Wu
