Giant cat postcard prowls Orchard Road in SAM’s playful street activation

A giant cat postcard spotted cruising down Orchard Road last week has been turning heads—and it’s no random sighting. The quirky activation is part of the Singapore Art Museum’s latest campaign promoting artist Heman Chong's latest exhibition. 

The eye-catching postcard-on-wheels was inspired by Chong’s long-running artwork Perimeter Walk (2013–2024), a series of 550 postcards featuring photographs taken as the artist walked Singapore’s border on foot. The work offers an alternative view of the city, one shaped by overlooked details, margins, and movement.

As part of the activation made in collaboration with Protocol, the giant cat postcard is seen carried around Orchard Road — crossing streets, standing in front of malls and notable stores, as well as stopping for photos with shoppers. In conversation with MARKETING-INTERACTIVE, the agency said the cat postcard stood out since cats are the internet's best friends, naturally lending itself to both public engagement and social sharing. 

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Thus far, the activation has gone viral on Instagram Reels, with over 37,000 views in less than three days, added the agency. It has also garnered "overwhelmingly positive comments" and "sparked organic conversations and generated on-ground excitement." 

The postcards from Perimeter Walk (2013-2024) are also available for purchase at a pop-up store within the exhibition, turning them into tangible carriers of visual narratives meant to travel beyond the museum’s walls.

The ongoing exhibition, which runs from 10 May to 17 August 2025, invites visitors to explore how we consume images, knowledge, and meaning.

With nine immersive rooms and more than 50 works across performance, visual art, photography, and text, the exhibition reflects SAM’s ongoing push to make contemporary art more accessible and provocative both inside the gallery and out on the streets.

"This activation aligns with SAM’s vision to make contemporary art more accessible, engaging, and visible in everyday encounters. We’re thrilled to see such a strong response and look forward to welcoming more visitors to the exhibition," said Maybelline Tan, assistant director marketing communications when MARKETING-INTERACTIVE reached out. 

"We’re always looking for ways to build bridges between contemporary art and everyday life. This activation was the perfect opportunity to bring SAM’s programming to the streets — both literally and figuratively," added the agency. 

Street activations have become increasingly popular in Singapore in recent times. Earlier in January this year, Lazada Singapore turned Orchard Road into a fashion show with "Sponge man", a man seen wearing a gown made out of sponges. The campaign aimed to highlight the eCommerce platform's mission to provide the most competitive prices on daily necessities.

Similarly, fashion eCommerce platform Zalora painted the town red with people dressed in bright red spandex taking to the streets of Singapore to promote deals in November last year.   

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