Creative Packaging
Group.G 以英文字Track定名，Track兼具軌道和歌曲的概念，象徵列車音樂活動讓音樂與軌道在台北捷運相遇，列車乘載創造音樂的爵士樂手、喜愛音樂的民眾一起前往臺北爵士音樂節同樂，為所到之處帶來自由的樂音，以捷運為載體，由爵士樂串起台北城市的各個角落，邀請民眾從通勤日常開始與台北捷運一起享受爵士音樂的鬆弛搖擺。
Group.G named their event *Track*, a word that embodies both “railway” and “song,” symbolizing the fusion of music and metro tracks during the Taipei Metro’s music events. Jazz musicians and music lovers alike will ride the trains, heading toward the Taipei Jazz Festival together, bringing the sound of freedom wherever they go. Using the metro as a vessel, jazz music will flow through every corner of the city, inviting passengers to relax and swing with the rhythm during their daily commute.
Key Visual Design
一月台列車往爵士之夜
Platform 1 For Jazz Night
視覺設計將北捷廣播的聲音化為具象的畫面，以捷運月台上迎接列車進站的視角為主題，融合各種樂器重現爵士音樂的經典魅力，粉色帶出爵士的浪漫柔情，紅色象徵活力，藍色呈現深情，黃色則代表自由，黑色背景營造出夜晚的神秘氛圍。畫面捕捉列車進站時的瞬間，乘載著音樂與歷史的「爵士列車」進站，邀請觀眾踏上這趟充滿律動與驚喜的旅程，感受爵士音樂的魅力與城市的獨特節奏。
The visual design transforms the sound of Taipei Metro announcements into a tangible image, using the perspective of a train arriving at the platform. It combines various instruments to capture the classic charm of jazz music: pink evokes the romance and tenderness of jazz, red symbolizes vitality, blue reflects its depth, yellow embodies freedom, and the black background creates a mysterious nighttime atmosphere. The image captures the moment the “Jazz Train,” carrying music and history, arrives, inviting viewers to embark on a rhythmic and thrilling journey, experiencing the allure of jazz and the city’s unique rhythm.
Challenge
台北捷運作為世界知名大眾運輸系統，除了日常行駛業務之外，能透過四通八達的捷運，結合台北獨有的文化與地景，為城市帶來什麼不一樣的風貌。
As a world-renowned public transit system, Taipei Metro not only serves its daily operational duties but also connects Taipei’s unique culture and landscapes through its extensive network. By doing so, it brings a distinctive character to the city, transforming the metro into more than just transportation—it becomes a platform that reflects and enhances the city’s vibrant cultural identity and urban aesthetics.
Strategy
台北捷運與台北爵士音樂節合作，透過系列實體活動為爵士音樂節進行前期預熱與宣傳，也為台北市與台北捷運創造不同於以往的城市話題行銷。
Taipei Metro collaborates with the Taipei Jazz Festival, organizing a series of in-person events to build momentum and promote the festival. This partnership not only serves as a prelude to the jazz celebration but also generates fresh urban marketing topics, creating a unique buzz for both Taipei City and the Metro system. Through this collaboration, the city’s cultural landscape is enriched, offering new dimensions to public engagement.
MRT Carriage Design
8/26-9/6 以專屬爵士俱樂部車廂彩繪、台北爵士大樂隊製作的限定進站音樂，讓乘客在搭乘捷運時便能體驗爵士輕鬆活潑的美好。在臺北爵士音樂節前夕以1場音樂專車與西門搖擺派對，召集喜愛爵士樂的大眾在捷運列車上聽爵士隨車廂搖擺。
From August 26 to September 6, Taipei Metro will feature jazz club-themed train car designs and limited-edition station arrival music by the Taipei Jazz Big Band, allowing passengers to enjoy the lighthearted charm of jazz during their commute. Before the Taipei Jazz Festival, a special music train and swing party at Ximen Station will invite jazz lovers to sway to the rhythm on board, celebrating jazz in motion.
Pop-Up Event
9/6、7邀請臺北爵士大樂隊在淡水信義線快閃演出，為台北各角落的民眾帶來自由奔放的樂音，以捷運為載體，由爵士樂串起台北城市的各個角落，讓搭乘捷運不再是日常，更能在日常中遇見臺北文化的美好。
On September 6 and 7, the Taipei Jazz Big Band will perform a flash mob at various stations along the Tamsui-Xinyi Line, bringing free-spirited melodies to the people of Taipei. Using the metro as a platform, jazz will weave through the city’s corners, transforming everyday commutes into opportunities to experience the beauty of Taipei’s culture. Riding the metro will become not just a routine but a chance to encounter the vibrant cultural scene of the city.
