Overview
The 23rd edition of the Singapore HeritageFest (SHF 2026) celebrated Singapore’s rich maritime history in commemoration of the 30th anniversary of the Maritime and Port Authority of Singapore. Through an array of cultural performances, water tours, and guided trails, the festival highlighted the nation's deep-rooted connection to the sea. To drive awareness during daily commutes, we transformed standard MRT train hangers from passive, easily overlooked media into an interactive, physical touchpoint. Utilising the festival's mascot, Pitta the bird, we conceptualised an engaging, gamified campaign that bridged offline transit media with digital engagement.
The 23rd edition of the Singapore HeritageFest (SHF 2026) celebrated Singapore’s rich maritime history in commemoration of the 30th anniversary of the Maritime and Port Authority of Singapore. Through an array of cultural performances, water tours, and guided trails, the festival highlighted the nation's deep-rooted connection to the sea. To drive awareness during daily commutes, we transformed standard MRT train hangers from passive, easily overlooked media into an interactive, physical touchpoint. Utilising the festival's mascot, Pitta the bird, we conceptualised an engaging, gamified campaign that bridged offline transit media with digital engagement.
My Role
As the lead designer for this experiential OOH campaign, I managed the bridge between playful graphic design and structural interaction:
Experiential OOH Design: Adapted the festival's visual identity into a functional, structural cardboard cutout. I balanced the nostalgic visual aesthetic of vintage paper toys with the technical constraints of die-cut engineering to ensure the Pitta mascot was easy for commuters to assemble.
Gamification & Campaign Execution: Developed the visual mechanics for a nationwide scavenger hunt. Out of 40,000 standard hangers deployed across Singapore’s MRT lines, I designed 200 "Special Edition" Pitta hangers for commuters to spot, collect, and scan to enter an exclusive giveaway contest.
Cross-Channel Alignment: Ensured the physical print mechanics seamlessly integrated with our digital conversion funnel, directing offline commuters directly to the festival's main landing page via strategic QR integration.
As the lead designer for this experiential OOH campaign, I managed the bridge between playful graphic design and structural interaction:
Experiential OOH Design: Adapted the festival's visual identity into a functional, structural cardboard cutout. I balanced the nostalgic visual aesthetic of vintage paper toys with the technical constraints of die-cut engineering to ensure the Pitta mascot was easy for commuters to assemble.
Gamification & Campaign Execution: Developed the visual mechanics for a nationwide scavenger hunt. Out of 40,000 standard hangers deployed across Singapore’s MRT lines, I designed 200 "Special Edition" Pitta hangers for commuters to spot, collect, and scan to enter an exclusive giveaway contest.
Cross-Channel Alignment: Ensured the physical print mechanics seamlessly integrated with our digital conversion funnel, directing offline commuters directly to the festival's main landing page via strategic QR integration.
Impact
1 Nationwide OOH Gamification Campaign • 42M+ Viral UGC Views
Features: A nostalgic, interactive DIY paper toy hanger that successfully bridged offline and online marketing, turning passive transit time into an active brand experience.
Outcome: Received overwhelmingly positive public feedback praising the creative strategy. The campaign sparked a viral organic loop, generating user-generated content (UGC) that amassed over 42 million views and significantly boosted festival website engagement.
1 Nationwide OOH Gamification Campaign • 42M+ Viral UGC Views
Features: A nostalgic, interactive DIY paper toy hanger that successfully bridged offline and online marketing, turning passive transit time into an active brand experience.
Outcome: Received overwhelmingly positive public feedback praising the creative strategy. The campaign sparked a viral organic loop, generating user-generated content (UGC) that amassed over 42 million views and significantly boosted festival website engagement.
