Singapore – The Singapore University of Technology and Design (SUTD) has unveiled its newest ‘School for Innovators’ advertising campaign, which features a massive 3D installation advertisement in Singapore’s local bus service.

Partnering with ComfortDelGro’s advertising arm, Moove Media, SUTD has installed a pair of 3-dimensional robotic arms, measuring 4.2 metres in length and 0.7 metres in height, sticking out on the roof of the bus and another pair on the window and the door.

The entire 3D bus installation spans about 6.3 metres, covering more than half the bus rooftop. It is also about three times bigger in volume than a typical 3D bus, requiring a total of about 600 man-hours of conceptualization, design, and production to bring the idea to life.

The robotic arms used on the installation were created in SUTD’s Fabrication Lab (Fab Lab), which boasts high-performance machines such as 3D printers, laser cutting, and engraving systems, as well as a water-jet machining centre that students use to turn their ideas into tangible products.

Meanwhile, Moove Media handled the production of the complicated structures, with a total of six fibreglass production experts spending about 28 days working on the project.

SUTD’s new campaign aims to show that tertiary institutions can be more than just pen and paper. The installation art highlights their creative and hands-on engagement in making innovative solutions to real-world problems.

A total of six buses were employed for the campaign, three of which featured robotic arms. The second series, on the other hand, will roll out on February 8 and will feature a replica of SUTD’s high-performance two-seater electric race car made from 3D printing and AI technology. The replica bus will show two gigantic robotic arms installing tyres on each side.

SUTD’s campaign comes as part of its annual Open House, which is set to take place in February.

Speaking on the campaign, Tammy Tan, chief communications officer at SUTD, said, “This campaign showcases SUTD as a university that debunks traditional concepts of what a tertiary institution looks like. Instead of just using pen and paper, our students use robots as stationery.”

She added, “In place of these, they design and build creative and innovative solutions for real-world problems. And in lieu of lectures, they engage in creative, hands-on discussions with fellow students, faculty, and enterprises to find innovative and meaningful solutions for a more sustainable future. Put simply, they are the next generation of design innovators.”

Nelson Low, head of creative at Moove Media, also shared, “These robotic arms are by far one of the most difficult 3D installations that Moove Media has had to fabricate, and we are excited to have been able to pull them off despite their complexity in the fastest time possible. To better capture the intricate details of the robotic arms, we had them 3D printed for mock-ups. The actual 3D installations are then fabricated in fibreglass for durability.”

Singapore – To draw attention to the launch of its latest luxury residential development Midtown Modern, regional property company GuocoLand has launched a new out-of-home (OOH) campaign to entice customers with a walk inspired by nature aesthetics and real estate luxury.

Developed in collaboration with Moove Media, the OOH campaign is placed at Bugis MRT, which utilizes the linkway between the Downtown Line (DTL) and East-West Line (EWL) with wall mural and floor stickers of the development and extensive greenery to provide commuters with an immersive garden experience Additionally, the soothing sounds of nature with running water and bird calls bring an oasis of calm to the bustling thoroughfare. The campaign with Moove Media extends to in-carriage window stickers on DTL trains.

In addition, a large ambient billboard greets commuters with an eye-catching aerial view of Midtown Modern’s twin towers and its grand lawn at the Bugis MRT EWL escalators. The media space at the EWL escalators is managed by SMRT Media.

Dora Chng, general manager (Residential) at GuocoLand, said: “With Midtown Modern located directly above the Bugis MRT interchange, the OOH campaign was vital to capture commuter mindshare and introduce a unique nature in the city living concept.”

GuocoLand aims to bring Midtown Modern’s message of garden homes in the city to tenants, shoppers, residents and members of the public at its flagship integrated development Guoco Tower in the CBD. Guoco Tower is directly connected to Tanjong Pagar MRT.

“OOH was also instrumental in building high visibility with commuters and complemented our omnichannel marketing strategy across print, digital and social media. We are delighted that the response from partners and customers to the OOH and integrated marketing campaign has been overwhelmingly positive,” Chng added.

From 3 June to 14 July, the next phase of the OOH campaign goes digital with a creative video to be displayed on the 6-metre Wonderwall at Dhoby Ghaut MRT interchange, which reaches commuters of three MRT lines – North-East, North-South and Circle Line. Commuters will be brought on a mesmerizing journey through Midtown Modern’s lush and spacious landscaping, colourful forests, and thoughtful amenities through video.