MullenLowe Singapore to develop upcoming public transport campaign Graciousness
MullenLowe Singapore has been selected to develop the upcoming Graciousness on Public Transport campaign for the Land Transport Authority (LTA) of Singapore, following a tender,
The campaign will feature iconic characters including Stand-Up Stacey, Move-In Martin, Give-Way Glenda, Bag-Down Benny and Hush-Hush Hannah of the Thoughtful Bunch, the annual campaign reminds and inspires commuters to take measures to spread grace for a more enjoyable daily commute across the country’s MRT network. MullenLowe Singapore was tasked with developing the latest iteration of the popular campaign.
“The annual Graciousness on Public Transport campaign began in 2009 to promote acts of thoughtful behavior on public transport, such as giving up seats, queuing in an orderly manner and moving around for a more pleasant journey. These characters are like the everyday commuter, trying to do whatever it takes to make the experience of traveling on public transport more enjoyable.
Paul Soon, CEO of MullenLowe Singapore, added: “It’s always exciting to have the opportunity to work on Singapore icons like the Thoughtful Bunch, which over the years has developed a close affinity and relationship with all those who live and travel in Singapore. We intend to continue to build on what has already been nurtured so successfully by Agnes and her team by extending the emotions all Singaporeans should feel when taking the steps to be thoughtful.
The campaign will launch in the 3rd quarter of this year and will run for 6 months across the island, across outdoor, digital and social advertising.