Monster Interactive invites commuters to ‘pick up pieces’ of trash from MRT mural

The agency behind Puma’s recent peel-off outdoor ad has unveiled a similar format to promote the International Coastal Cleanup Singapore campaign.

Monster Interactive revealed the interactive wall mural at HarbourFront MRT station earlier this week, which allows passersby to “pick up the pieces” of litter on the wall in a bid to promote environmental awareness.

Commuters are invited to offload the pieces of rubbish from the mural and bin them in three different bins, which describe ways to help reduce marine trash: using reusable shopping bags, reducing the use of plastic straws and cutlery and using reusable containers for takeaway food.

Created on a pro-bono partnership with Toddycats, a volunteer organisation from the National University of Singapore, the campaign was “inspired” by the agency’s previous ‘Run the Streets’ campaign, which saw discount coupons forming the Puma logo on a wall at Bugis MRT station. In this instance,  HarbourFront MRT location was chosen because of its high-footfall and proximity to Sentosa beach, according to a statement from the agency.

Monster Interactive business development manager Ivan Yeow said: “We decided to collaborate with ICCS as we believe in the importance of a clean marine environment – something that has been quite a real problem in Singapore, being an island surrounded by coastlines.

“While there is a trend in the industry to do everything digitally, we believe that an interactive display which encourages a physical act is a very persuasive way to influence behaviour for such an important cause.”

The campaign will end on August 24.



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