Background

While being a leader in innovation and engineering, the Land Transport Authority (LTA) in Singapore is still perceived as an group that purely manages public transport. This misconception causes the new generations to opt for career opportunities and scholarships from elsewhere. How can we educate and inspire our audience to apply and join us?

Insight

Scholarships promise support and opportunity, but can sometimes feel restrictive before graduates have had the chance to discover their own paths. Each generation defines success differently; and today's youth aren’t just chasing goals, they’re chasing purposeful lives.

Idea
Shape The Movement
of Tomorrow

This new generation defines success as being seen and making a tangible, visible impact that goes beyond carving their own path.

This parallels LTA’s mission to always show Singapore a way forward — by envisioning and building a transportation network that propels progress.

Challenge

The market is saturated with scholarship options, and LTA is often not at the top of the mind, simply because Singaporeans have a misconception of what LTA does. How can we attract Singapore's brightest undergrads to apply for LTA's scholarships?

Opportunity

LTA doesn't just maintain the present system; we play an active role in Singapore's master plan to develop our lands, and we want the brightest minds to be a part of us — by letting them build the city of their future, bringing their vision to life through Minecraft.

Activation
Motioncraft

The world’s first scholarship recruitment challenge inside Minecraft — where LTA transforms Singapore’s 2040 transport vision into a space to design and problem-solve.