The Mandai Wild for SG60 campaign celebrated Singapore’s 60th year by inviting the public to step into the paws, hooves, and claws of our local wildlife. The flagship activation featured a highly creative "Animal NRIC" gamification mechanic, which personalized the visitor experience and deepened the connection between Singaporeans and their natural heritage.
Upon entry, participants were issued a physical or digital Animal NRIC, assigning them a specific local species "identity." This identity served as their key to unlocking various game stations across the reserve. By "registering" at interactive kiosks, visitors embarked on tailored quests that mimicked the real-life survival and conservation challenges faced by their assigned animal.
The journey included a series of heritage-themed games that highlighted Mandai’s growth alongside Singapore’s development. From navigating simulated habitats to solving biodiversity puzzles, the gamification turned educational content into high-stakes fun. Successful completion of the NRIC missions allowed visitors to "level up" their animal status, ultimately redeeming exclusive SG60-themed wildlife merchandise and commemorative pins that celebrated Singapore’s Diamond Jubilee as a City in Nature.
