One Simple Move is all it Takes
to be Thoughtful!
In 2014, Dentsu Singapore introduced the Land Transport Authority of Singapore's (LTA) graciousness campaign by creating the Thoughtful Bunch. These are 5 characters that exemplify the 5 gracious actions one can have on public transport:
Bag-down Benny, Stand-up Stacy, Move-in Martin, Hush-Hush Hannah, and Give-way Glenda.
Every year, LTA refreshes the campaign to ensure relevance and message top-of-mind.
We transformed our MRT cabins into a Graciousness-themed train – it focuses on how one can be an everyday star by doing the Thoughtful Moves
On top of that, the team did 5 cut-downs for radio spots, where each spot came with 1 distinctive thoughtful message. This was surprisingly tricky as some parts of the song had to be re-recorded to ensure consistency in the 5 different jingles.
Client: Land Transport Authority, Singapore
Year: 2019
Senior Vice-President (Account Management): Eric Chua
Associate Account Director: Kayla Chong
Senior Account Executives: Jolene Lim, Gilbert Wong
Account Servicing Intern: Wilson Cai
Head of Strategy: Udara Withana
Senior Strategist: Shivendra Dikshit
Strategy Intern: Nursyakir Taher
Executive Creative Director: Andy Greenaway
Head of Art: Trevor Lim
Senior Art Director: Chong Jenn Perng
Senior Copywriter: Liao Junqi
Copywriter: Debby Wan
Digital Designer: Sharon Ong
Digital Designer: Sharon Ong
Creative Intern (Art): Larissa Lim
Producer: Pearlyn Ho
Production House: The Momentum
Audio House: Yellowbox Studios