2024 Taiwan Railways Corporation Branding
Established public image post-corporatization
Starred Golden Bell Best New Talent Lian Yu-Han
Generated high social buzz and engagement
Challenge
As the Taiwan Railways Administration transitioned into a corporate entity, the challenge was clear:
How do we shape a new corporate image?
Instead of listing SOPs or explaining operational procedures, we reversed the narrative strategy — using emotional storytelling to highlight professional reliability.
Strategy
From the countless “firsts” in people’s lives to the collective evolution of generations, over 900 TRA trains run across Taiwan’s cities every day — silently witnessing and safeguarding the stories of its people.
Through this lens, the brand’s deep-rooted professionalism, resilience, and trustworthiness speak for themselves — without needing to be declared outright.
Results
With a deeply moving and highly immersive narrative, the film set a new standard for brand storytelling in the transportation industry — showing that even steel and rails can carry warmth, memory, and meaning.
