Singapura Special
A national treasure hidden in plain sight
How can we turn undesirable stray dogs into something locals can be proud to adopt?
Many countries have a national dog breed. Why shouldn't Singapore? We rebranded these local mixed-breed mongrels into "Singapura Specials"
By giving these dogs an identity, we remove many of the negative preconceived notions associated with stray dogs.
The name Singapura Special allows the public to view them as more than just animals, but as dignified Singaporeans who they can relate to.
Print Ads
By tapping into local insights and culture, we made Singapura specials more than just mutts, but a reflection of Singaporeans and perfect companions to the citizens this tropical urban island.
Awards:
The Crowbar Awards - Gold (The Crowbar Challenge)
See More Of The Campaign Below
Because Moove Media was the client for this competition, we presented a few ideas on how to integrate our solution using their in-house media offerings.
Bus Activation
Bus activation ads posed an interesting question to commuters, while the 3D sculpture of a Singapura Special atop select buses made playful noises that gave the public a friendly impression of the dog.
MRT Activation
Ads in the city center's most used train station promoted the Singapura Special as a national icon, giving commuters a chance to learn more about them, and petition to have them instated as the National Dog of Singapore.
Taxi Activation
Taxis were branded with the same provocative question asking the public to name a National Dog, while interactive screens inside allowed passengers to communicate with a talking Singapura Special that promoted stray dog adoptions.