Land Transport Authority - Move Happy
ENCOUNTERS OF AN INCONVENIENT KIND
Going from drama-filled path experiences to happy pathways.
BACKGROUND
Paths are built to be shared between everyone – pedestrians, cyclists and those using personal mobility devices. We wanted to remind everyone to be considerate, so we can avoid accidents and enjoy happier pathways.
INSIGHT
A little selfish act can have a big impact on others. This is especially true on shared pathways, where there is limited space.
IDEA
We highlighted 3 common unpleasant, relatable pathway encounters. The characters involved were dramatised in a humorous manner as phone zombies, inseparable couples and bad boy bikers. After showing the unnecessary drama each group brings to pathways, we shared how everyone can enjoy happier pathways if we all follow some simple rules.
Spot #1 - Moonlight Encounters
Spot #2 - Unbreakable Love
Spot #3 - The Great Path Showdown
Outdoor
The spots were also adapted into eye-catching visuals that place an emphasis on the 3 simple rules to Move Happy.
Agency: DDB Singapore
Creative Directors: Thomas Yang, Rachel Xu
Head of Art: Thomas Yang
Art Directors: Sin Eng Lee, Francesca Fernandez
Copywriters: Rachel Xu, Natalie Magness
Production House: Reel Loco
