Land Transport Authority Pitch

Client

Land Transport Authority

(LTA)

Agency

Merkle B2B Singapore

Executive Creative Director

Theophilues Tan

Creative Head

Nicholas Lim

Art Director

Cassandra Lim

Year

2021

The brief was to boost LTA's recruitment drive and attract talent. How can we make Singaporeans feel compelled to seriously consider LTA as a viable career opportunity?

The problem

LTA is luring employees with the idea of hard work and service that takes away the focus from the reality of what job seekers want today: a different career path from generations before.

The BIG IDEA

It's not for everyone.