In November, MRT passengers on the North-South and East-West lines found themselves seated with “angels” on their shoulders.
Concept trains were decorated with large daisy illustrations and message panels encouraging gracious behaviour on the trains and to “say thanks, make someone’s day”. In an innovative use of space, Singapore Kindness Movement, its creative agency 3-Sixty Brand Communications and SMRT collaborated to use the window spaces immediately above the seats, to stick smiling appreciation daisies. These happy icons appeared to be standing on seated passengers’ shoulders.The kindness concept trains generated positive interest from several trainspotters, like in the attached link: http://youtu.be/kreGIsdSczs
SKM Associate General Secretary Cesar Balota commented: “The concept trains and the daisies-on-the-shoulder were brilliant creatives, kudos to 3-Sixty BC. But this would never have flown without SMRT’s willingness to give the innovation a chance to blossom. SMRT has also given the campaign a further boost by partnering with us in showing the tv ad in station iView screens.”