The Campaign

“What does a bus ticket mean to you?” In the past, technology was less advanced and small acts such as the folding of hearts using bus tickets served as entertainment for bus commuters. Tugging at the heartstrings of audiences through this simple act, the “Journey” video subtly weaved in the evolution of our public buses in an emotive and inspiring manner. The story centres on a heart-warming love story between John and June, whose lives have been intertwined since their school days, and have withstood many of life’s tribulations. For them, buses go beyond their transactional value as it is the ticket to the ride of their lives together. The video unfolds in an emotional timeline as their feelings for each other blossom into an enduring love that transcends time and boundaries, set against a subtle backdrop of our public buses.

Creative Execution

We embarked on an island-wide hunt for an actual vintage bus and even checked with our overseas counterparts. We finally managed to locate an actual vintage bus which used to ply Singapore’s streets in the 1960s. Additionally, we undertook extensive historical research to refurbish it to its former glory to use it for the video to enhance the nostalgia elements. The vintage bus was central in creating an air of nostalgia, and was augmented by intensive location recces for old bus stops and actual artefact. The execution defied all odds and was completed on time – from casting and storyboarding, to scripting to post-production, in a mere three weeks, including a specially orchestrated orginal music. The video went viral online and struck a chord with many people, both local and even overseas Singaporeans, with many positive comments and shares as they relive fond memories of their bus experiences.

The emotive and inspirational video “Journey” struck a chord with the public and went viral with over 300,000 views and 6,000 shares on its launch day. More than 1,200 comments were generated and through this video, many also shared their own fond bus memories and personal stories. To date, the video has achieved 2.4 million views, 36,000 Likes and 26,000 shares, with the media reporting about it without any pitching efforts. Ministerial figures such as Minister for Transport Khaw Boon Wan, Minister for Culture, Community and Youth Grace Fu, and former Member of Parliament Lee Yi Shyan, also shared the video on their respective Facebook pages.

Prior to the launch of Our Bus Journey, an event that celebrates the milestones of the Singapore bus industry, we told a touching love story of John and June. Through their story, we see how Singapore buses have evolved over the years – from a cramped rickety bus to the air-conditioned comforts that is accessible by all today. Social media is a powerful tool to increase awareness and foster a strong emotive connection with our audience and the video was anchored online to spark conversations and fond memories of the public taking buses. The simple act of folding a heart, which is a recurring theme in the film, is aimed at evoking a sense of nostalgia in the audience’s personal bus journeys, forming a connection at the event where they are able to sit in the same vintage bus in the film and fold hearts as an activity.