Singapore Tourism Board, Singapore Airlines and TBWA\Singapore go dull, boring and bland to discover unexpected journeys
Singapore Tourism Board and Singapore Airlines have launched a collaborative global marketing campaign with a first-ever content series called Unexpected Journeys.
The campaign was conceptualized and produced by TBWA\Singapore – creative agency for both Singapore Airlines and Singapore Tourism Board.
Singapore comic and personality Rishi Budhrani travels to three towns bearing the unusual names Dull, Boring and Bland in the UK, Australia and the US respectively.
To his delight, Rishi discovers a host of interesting characters that lead him to surprises and unexpected journeys along the way. Rishi finds himself bungee jumping in a Scottish forest in Dull, experiencing the American snow, forest and beach all in one day in Boring, and getting sheared along with some sheep in an Australian farm in Bland. There’s also a twist – Rishi invites and hosts people he meets in these three towns to travel to Singapore for a holiday of a lifetime – and to show them that Singapore is more than just a clean and pretty city full of crazy rich Asians! Rishi’s guests discover Singapore’s charming juxtaposition of luxurious city-highs to action packed adventures, lush nature trails and an infinite foodie selection. They travel together on Singapore Airlines where the usual experiences associated with air travel, from flight comfort, to plane food, to in-flight entertainment are all debunked.
AS Anam, Creative Director, TBWA\ Singapore said, “What can you expect from a comedian let loose in the towns of Dull, Boring and Bland? Reality content at its most honest, with a peek into real people’s lives, spontaneous dialogue and funny, heartfelt insights. Above all, it’s about bringing people together, connecting over a common shared passion.”
Ara Hampartsoumian, CEO, TBWA\Group Singapore said, “To have the privilege of both Singapore Airlines and the Singapore Tourism Board as our clients has allowed us to be truly collaborative – allowing an idea to manifest into an authentic and unconventional piece of work that we are really proud of.“
Campbell Wilson, Singapore Airlines Senior Vice President Sales and Marketing said, “Singapore Airlines is a globally-renowned symbol of Asian hospitality. With the launch of ‘Unexpected Journeys’ in partnership with the Singapore Tourism Board, we are excited to play host to travellers as they travel with Singapore Airlines, and go off the beaten path to experience Singapore through authentic and meaningful experiences that are unforgettable and uniquely local.”
Lynette Pang, Assistant Chief Executive, Marketing Group, Singapore Tourism Board said, “The Unexpected Journeys campaign continues our partnership with Singapore Airlines to tell the Singapore Story to global audiences in a refreshing and light-hearted manner. Working with local comedian, Rishi Budhrani, we shine the spotlight on Singapore’s lesser known talents, businesses and authentic local experiences. Through the campaign’s bold and creative format, we invite viewers to take a sneak preview into the unexpected aspects of Singapore life through a series of three short and fun films.”
Managing Partner: Mandy Wong
Group Brand Director: Char-Maine Tan
Brand Director: Cheryl Wee, Goh Siow Yune
Brand Executive: Hannah Leow
Strategy Director: Tammi Seng
Executive Creative Director: Gary Steele, Hagan de Villiers
Creative Director: AS Anam, Justine Lee, Jennie Morris, Greg Wood
Senior Art Director: Germaine Chen, Weicong Chong
Copywriter: Justine Lee
Head of Content: Leigh Arbon
Production House: AIRBAG
Managing Partner: Adrian Bosich
Executive Producer: Sariyanti Sannie (Sixtoes TV), Martin Box (AIRBAG)
Production Manager: Zahid Zameer (Sixtoes TV)
Director: Craig Melville
Producer: David Curry
Host: Rishi Budhrani
DOP: Jan Reichle
Editors: Dylan Behan & Gabe Dowrick
Sound Design: Keith Thomas