Malaysian sports marketing agency Living Minds has helped execute the Rexona Coolest Football Moments Museum Train for Unilever Singapore, one of the most expansive transit brand activations staged in Singapore this year.
The activation, presented by Rexona as Official Sponsor of the FIFA World Cup 2026™, sees a Singapore MRT train fully transformed into a six-cabin moving museum celebrating football’s most composed and memorable moments. It operates across the East-West and North-South MRT lines from 10 June to 19 July 2026.
The Activation
Each of the six cabins is individually themed. Five cabins represent nations with storied World Cup histories — Brazil, Germany, Argentina, France, and Spain — while the sixth is dedicated to Singapore’s own footballing identity.
Country-coloured seating, frozen-effect flooring, and illustrated panel storytelling bring each nation’s coolest football moments to life within the moving carriages.
An interactive element invites commuters to scan an in-cabin QR code and complete a football trivia challenge, generating a personal Chill Factor score with the chance to win FIFA World Cup 2026™ match tickets and Rexona merchandise.
View of the Brazil and Singapore cabins in the Rexona Coolest Football Moments Museum Train
Living Minds’ Role
As the strategy lead, Living Minds was responsible for the concept, strategy and content that underpins the activation — from the editorial framework and artwork across each cabin, to the storytelling and trivia incorporated into the themed cabins.
Roshan Bose, CEO of Living Minds, said: “Our work on this was rooted in the thinking. How to build the concept, the editorial framework, the content strategy that gave each cabin its own identity. Translating a global brand’s World Cup campaign into a coherent, story-led experience across six cabins was truly a fulfilling task and we’re proud of what the process produced.
“As an agency, we can dream up bold ideas, but ideas only become reality when clients have the vision and courage to embrace them. This project is a testament to that partnership, and we are deeply grateful for a client team that believed in transforming an everyday train journey into a moving celebration of football culture.”
Shermaine Chen, Head of Marketing, Unilever Singapore, said: “The greatest moments in football have always come down to keeping cool when it matters most.
As Official Sponsor of the FIFA World Cup 2026™, Rexona is bringing that spirit to life on Singapore’s MRT, celebrating composure in the beautiful game, paying tribute to our own football story, and delivering the cool, on and off the pitch.”
The Museum Train is anchored by the Rexona Men Arctic Rush antiperspirant range, engineered to deliver instant cooling of up to -20°C alongside 72-hour sweat and odour protection — connecting product innovation to the campaign’s central theme of composure under pressure.
The Rexona Men Arctic Rush range is available at Guardian, Watsons, Lazada, Shopee, and Unilever’s Official TikTok Shop store.
Share Post:
The APPIES is where Malaysia’s boldest campaigns, brightest ideas, and most impactful storytellers take the stage.
More than an awards show, it is the industry’s ultimate platform for creative, media, digital and marketing excellence, where live presentations meet live judging.
This is your chance to showcase work that moved audiences, shaped conversations, and delivered real results.
From breakthrough brand campaigns to innovative digital experiences, the APPIES celebrates the work that defines the future of marketing.
Step into the spotlight alongside the industry’s leading agencies, brands, creatives, strategists and changemakers.
Whether you are aiming for Gold, Silver, Bronze or the prestigious Best of the Best recognition, this is your moment to make history.
Your campaign deserves to be seen.
Your ideas deserve the stage.
Your work deserves the legacy.
KEY DATES
Haven’t subscribed to our Telegram channel yet? Don’t miss out on the hottest updates in marketing & advertising!
