Singapore – The Land Transport Authority (LTA) has teamed up with MullenLowe Singapore to commemorate the 10th anniversary of the beloved ‘Thoughtful Bunch,’ the homegrown icons promoting gracious behaviour among commuters.

The Thoughtful Bunch—Stand-Up Stacey, Give-Way Glenda, Hush-Hush Hannah, Move-In Martin, and Bag-Down Benny—have been raising awareness across Singapore about proper commuting etiquette and encouraging gracious behaviour.

For this anniversary campaign, the Thoughtful Bunch characters are featured in a new series of visuals, interacting with each other for the first time in 10 years. Conveying the core message of ‘thoughtfulness thriving through shared gracious acts,’ these interactions emphasise the importance of practicing graciousness and thoughtfulness as a collective effort.

LTA is also hosting a special birthday celebration for the Thoughtful Bunch. Taking place from October 11–13, the 3-day event will showcase the iconic characters as custom life-size sculptures, symbolising a decade of thoughtful acts and graciousness.

The celebration will feature a variety of games centred on thoughtfulness and graciousness in public transportation, with Senior Parliamentary Secretary for Transport Baey Yam Keng serving as the guest of honour to officially open the event.

To further extend graciousness to the daily lives of Singaporeans, LTA also partnered with BreadTalk to launch nine limited edition products. The ‘BreadTalk Thoughtful Collection’ will be available throughout October at selected BreadTalk outlets nationwide, featuring an assortment of buns, cakes, and toast inspired by the five Thoughtful Bunch characters.

This marks the second consecutive year that MullenLowe Singapore has collaborated with LTA as their creative agency, overseeing everything from conceptualisation to deployment across all campaign aspects. 

This year’s 360° integrated campaign includes a diverse range of out-of-home assets, such as MRT platform screen doors, wall stickers, walkway banners, in-train displays, bus wraps, along with social media and digital content.

Roan Ebrahim, regional business director at MullenLowe Singapore, said, “We are pleased to collaborate with the Land Transport Authority for the second year running. This year’s graciousness campaign extends the strategy of the previous year’s and encourages people in Singapore to be gracious together. We also aimed to shift the strategy from the ‘what’ to the ‘why’, seeking to remind commuters on why we should choose to be gracious, from being focused on raising awareness to being driven by motivation.” 

Launched in 2009, the Graciousness on Public Transport Campaign aims to encourage thoughtful behaviours such as giving up seats, queuing orderly, and moving in to ensure a more pleasant commuting experience. These gracious and considerate actions are embodied by the Thoughtful Bunch, introduced in 2014.

Singapore – BBDO Singapore and MOH Holdings have partnered with Livewire to launch a Fortnite Creative experience as part of the ‘The Power of Care’ integrated campaign.

In this industry-first partnership, the ‘Power of Care’ experience will have ‘healing’ as its ultimate power. The game will have players partner with each other as they traverse the customary map of Singapore, avoiding hazards and healing each other to complete the course.

The custom map used in the game is also one of the first maps to globally utilise the Unreal Engine for Fortnite to create precise 3D models and sculptures to recreate the iconic Marina Bay cityscape.

Some local, high-profile gaming influencers like Supercatkei have also jumped on board with the campaign, sharing their gameplay experiences and personal healthcare stories with their followers.

BBDO Singapore and MOH Holdings experience inside Fortnite Creative is part of their efforts to forward the ‘Power of Care’ campaign, which aims to cultivate a newfound appreciation for the healthcare profession as a career choice. The campaign spotlights everyday heroes such as nurses and allied health professionals working across acute and community care settings to transform and empower lives.

The Power of Care integrated campaign also includes brand film, outdoor, and digital with social and on-ground activations.

The film shows the transformative power of care in life’s most vulnerable moments. Meanwhile, the series of out-of-home (OOH) visuals pays tribute to healthcare professionals and their unwavering dedication and commitment to their profession.

The ‘Humans of Power’ series and the ‘The Care Identity’ digital activation, on the other hand, focus more on the raw human-centric stories of healthcare workers, highlighting both well-known and lesser-known roles within the sector.

Also part of the campaign, MOHH introduced an immersive roadshow activation, ‘The Care Adventure’, to bookend the campaign. The roadshow activation engages visitors, particularly students, with interactive games that also give them a look into the world of healthcare professionals.

Speaking on the campaign, Gareth Leeding, chief innovation officer at Livewire, said, “What’s incredibly exciting about this experience is that for the first time, we’re flipping the rules of Fortnite Creative on its head, proving that gaming can be for good. The recreation of Singapore is mind-blowing. It really does demonstrate the power of UEFN to immerse players in both story and experience.”

Tay Guan Hin, creative chairman at BBDO Singapore, also shared, “We’re thrilled to bring a fresh perspective through this campaign—one that honours our healthcare professionals and their spirit of care and collaboration. Through all this, we’re not just celebrating healthcare professionals; we’re inspiring a new generation to consider the profound impact they can have in this industry.”