LTA celebrates 10 years of transport mascots with BreadTalk collab and life-sized sculptures

The Land Transport Authority (LTA) is celebrating the 10th anniversary of the iconic 'Thoughtful Bunch', a group of mascots used on Singapore's public transport systems to encourage graciousness and kind behaviour.

This year’s graciousness campaign is bringing the characters to life through an all-out birthday bash, including a three-day roadshow, an exclusive partnership with BreadTalk and life-sized sculptures of the Thoughtful Bunch.

The campaign builds on 10 successful years of achieving widespread awareness within Singapore where Stand-Up Stacey, Give-Way Glenda, Hush-Hush Hannah, Move-In Martin and Bag-Down Benny have encouraged people to be more gracious during their commuting journeys.

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Delivering the core message of “thoughtfulness thriving through shared gracious acts”, the 'Thoughtful Bunch' characters are depicted in a new series of visuals interacting with one another for the first time in 10 years, highlighting the importance of practising graciousness and thoughtfulness together, it said in a statement. 

The birthday celebration will take place over a three-day event at Northpoint. The Thoughtful Bunch characters will be present in the form of custom life-sized sculptures, representing the culmination of 10 years of thoughtful acts.

The activities include different games revolving around thoughtfulness and graciousness in public transportation.

To extend graciousness to the daily lives of Singaporeans, LTA also partnered with BreadTalk to create nine limited-edition products.

The 'BreadTalk Thoughtful Collection' is available over the whole month of
October and across selected BreadTalk outlets nationwide. The line-up includes buns, cakes, and toast inspired by the five Thoughtful Bunch characters.

“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," said Roan Ebrahim, regional business director of MullenLowe Singapore which worked with LTA on the campaign.

 "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,” added Ebrahim.

The 360° integrated campaign features a variety of out-of-home assets, including MRT platform screen doors, wall stickers, walkway banners, in-train displays, bus wraps, as well as social and digital content.

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