"Ride. Happy." Campaign
Client: TADA, Singapore
OOH Regional Campaign | 2025
Target Research | Strategic Ideation | Visual Direction | Designing Deliverables
Agency: UltraSuperNew, Singapore
Role: Creative Lead
Context:
TADA wanted to grow its presence across Southeast Asia — from Singapore to Cambodia — with a regional brand film that could work across markets while making a bold and joyful first impression.
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Objective:
Launch a regional brand video that boosts awareness and recall of TADA, helping it become the first choice for riders in each country.
Problem:
We had to feature different TADA vehicles, cultures, and benefits from five countries — all in one film. But packing in too much risked turning it into a dull, feature-heavy ad. The challenge was to bring all that information to life in a fun, feel-good way that still reflected TADA’s brand energy.
Insight:
No matter where you're from, parades are a shared symbol of joy. They're loud, proud, and full of character — the perfect way to turn a simple ride into something worth celebrating.
Idea:
We called it “The Happiness Parade.” One tap on the TADA app kicks off a full-blown celebration — TADA vehicles roll in, perfomers take the streets, and every scene highlights a TADA feature in an energetic, joyful way. The film becomes a fast-moving celebration of why taking TADA is always a win. The CTA? Just take it.
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CREATIVE DIRECTION:
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We brought the world of TADA to life with a vibrant yellow palette, spotlighting iconic vehicles from each market and placing them alongside bold visuals that highlighted TADA’s key strengths —reliable service, comfortable rides, and stress-free travel. Everything was designed to feel playful, overjoyed, and inspired by real parades, creating a vibrant and unified visual identity that worked across film, social, and static key visuals.
Execution:
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The film opens on a commuter in Singapore booking a TADA ride. With that single tap, we dive into a vibrant, surreal world — travelling through app-inspired maps that guide us from one country to the next. Each transition reveals a local TADA vehicle, along with a clear on-screen benefit. The journey builds into a full-blown parade, ending in a colourful, celebratory finale beneath the line: 'Ride. Happy.' Short cutdowns, GIFs, and carousel ads carried the same joyful energy across platforms, keeping the Happiness Parade alive and moving throughout the region.
Physical Touch Points:
