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Moove Cows@Work


16 July 2012 – The cows are making another comeback – this time dressed up in different work outfits.

For the next three weeks, more than 400 Moove Media cows can be seen grazing Singapore’s open spaces in 51 locations across the island including Raffles Place, Orchard Road, Esplanade – Theatres on the Bay, Toa Payoh, Braddell and Sengkang. They are part of the “Moove Cows@Work” campaign that ComfortDelGro Group’s outdoor advertising arm, Moove Media Pte Ltd, has launched in celebration of Singapore’s workforce.

The Moove Cows@Work campaign focusses on several jobs across various industries. There’s the accountant and executive cows representing commerce and trade; the artisan cow representing the building and engineering industries; army cadet cow representing defence; lawyer cow depicting homeland security; the doctor and nurse cows representing healthcare; the forensic scientist and scientific analyst cows representing biomedical research; chef cow representing tourism; and the artist cow representing the performing arts. There are also cows representing the every day bus captain, cleaner and hawker.

Said Mrs Jayne Kwek, CEO, Moove Media: “We have had our cows take on different personas over the years. This time round, the idea of ‘Moove Cows@Work’ is meant to salute the professionals, executives and rank-and-file workers, who have helped shape Singapore’s past, present and future.”

The Singapore Workforce Development Agency (WDA) has given the campaign the thumbs up. Ms Shirley Tan, Director, Corporate and Marketing Communications Division, WDA, said: “A highly-skilled Singapore workforce is indeed an integral component in driving the growth of the Singapore economy. WDA is heartened that Moove is celebrating the contributions made by our workers from all walks of life in this light-hearted manner.”

As part of the campaign, Moove Media will run an interactive online contest on its Facebook page,, in which public can send photographs of poses they have taken with the cows. Participants who have garnered the most “votes” or have the most creative caption will stand to win attractive prizes including a pair of Cathay Pacific air tickets to Hong Kong or Bangkok, a Nikon 14.1-megapixel digital camera and two pairs of Shaw movie tickets. Results of the contest will be announced on 24 August 2012.

Members of the public can also buy any Moove Cows@Work after the campaign ends, subject to stock availability. All they have to do is write to or call 6383 0735 to enquire. Each cow, which stands at about 1.3 metres tall, is priced at $200 nett*. All proceeds from the sale of cows will go towards the ComfortDelGro/Lions Befrienders’ Home Improvement Fund which serves to improve the living conditions of the elderly living in one-room flats.


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