Design Mimicry.
SMRT campaigns public transport as an eco-friendly choice, using Twitter’s “fail whale” as the template.
Fail Whale is the error message a user gets when Twitter gets overloaded. It is illustrated by Yiying Lu.
Another similar poster shows an illustrated SMRT train, lifted away by ladybirds.
What makes the posters interesting is that, it is an irony to what CEO of SMRT Ms Saw Phaik Hwa said, that her trains are not packed. Read it here.
Well, by comparing the SMRT trains (buses) to the fail whale overloaded, the campaign says otherwise, right?
Unless the CEO approved the campaign without knowing the hidden meaning.
I can't find Miss Saw on Twitter, though.
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