™
Award winningBus & taxi campaign
Singapura Special
To get more people to adopt shelter dogs, we made Singapore's local strays an official breed: the Singapura Special, the national dog.
People often buy purebreds because they think mongrels are worse. A name and a status change that. The campaign starts on buses with one question: do you know what our national dog is?
It continues on taxis, with Singapura Specials queueing at hawker stalls, and on in-taxi screens where a talking dog points you to nearby shelters. At Dhoby Ghaut MRT, a wallscape lets people take photos with the dogs and sign a petition to the National Heritage Board.
Designers: Nicholas Erolani Soh, Muhammad Al-hakim bin Dasuki, Gregorius Garry Adinegoro, Gregorio Darren Asmoro and Weng Shu Yi.
