The Waiting Game, Won

Frustration is fuel—so we turned Singaporean drivers’ VEP woes into a winning moment for Cycle & Carriage. By tapping into real-time frustration and meeting drivers where their love for Malaysia runs deep, we transformed waiting into rewarding, flipping roadblock rage into brand love. In the moments that mattered—at hawker stalls, petrol stations, and durian shops—we didn’t just acknowledge the pain point; we put a price on patience, proving that Cycle & Carriage is always in the driver’s seat when it comes to exceptional journeys.

Disclaimer: This is a personal conceptual project created for portfolio purposes only. Cycle & Carriage has not endorsed, commissioned, or approved this work in any way. It is purely for creative exploration and concept development.

T H A N K Y O U