Ogilvy Singapore campaign for Changi Airport pays tribute to local tourism community as they prepare for visitors to return
Ogilvy Singapore has launched a short film for Changi Airport Group (CAG) that celebrates the everyday individuals who work tirelessly behind the scenes of the many tourism attractions across Singapore.
The theme of the campaign honours the resilience and perseverance of the many workers in the tourism community who take care of the attractions, remaining ready for the day when they can welcome visitors to enjoy the beautiful sights, sounds and flavours of Singapore again.
Titled ‘While You Were Home’, the film uses visual projections of the attractions such as the HSBC Rain Vortex at Jewel Changi Airport and the Singapore Zoo’s ever-favourite Orangutans, directly onto communal areas and inside Singaporeans’ living spaces. Through the whimsical and magical visual treatment, it recreates the experience visitors remember when they visit these attractions in person, signalling that once again the doors of Singapore’s many tourism spots are now open to families and visitors.
Production of the film was partly funded by the Singapore Tourism Board’s SG Stories Content Fund following an open call for content creators and businesses in May this year. Applicants were asked to submit proposals for the creation of impactful Singapore stories to uplift communities during challenging times. The film will be shared across social media platforms including Facebook, Instagram and YouTube.
Ivan Tan, Group Senior Vice President, Corporate and Marketing Communications, Changi Airport Group, said: “This project is exceptionally meaningful to us as we are part of the wider tourism ecosystem. The airport community has been working tirelessly to enhance safety measures across Changi Airport and Jewel, while transforming the passenger experience in our terminals as well.
“With this film, we wanted to showcase the tourism sector’s unsung heroes who have been working relentlessly behind-the-scenes to ensure attractions are safe and ready to welcome people back again. Our heroes share their experiences on how they have kept things going throughout this challenging period.
“We appreciate the support we received from STB and thank our tourism partners like Gardens by the Bay, National Museum and Singapore Zoo for collaborating with us.”
Melvyn Lim, Chief Creative Officer, Ogilvy Singapore, said: “During the Circuit Breaker period, our iconic landmarks such as Changi Airport and the rest of Singapore have come to a standstill. Hence, we saw an opportunity to bring alive the experiences that people miss visiting and to tell stories of the people behind Singapore’s attractions. Each scene of the film has been designed to simulate the places and people’s experiences associated with them. Whether it is the awe of reaching out and touching the mist at the HSBC Rain Vortex, the taste of local cuisine lingering on long after the dish has been eaten, or even star-gazing while looking up at the Supertree Grove. Through this film, we hope to showcase how all of these attractions and the many more in Singapore are once again within reach.”
Creative Agency: Ogilvy Singapore
Chief Creative Officer: Melvyn Lim
Creative Director: Loo Yong Ping
Creative Director: Elrid Carvalho
Associate Creative Director: Pearlyn Chiam
Senior Copywriter: TJ Sie
Junior Copywriter: Amanda Devarajan
Account and Project Management
Executive Group Director: Brenda Han
Account Director: Alex Chong
Program Manager: Vera See
Production and Post Production
Agency Producer: Josephine Pang
Content Producer: Don Lim
Assistant: Isaac Teo
Production House: Shooting Gallery Asia
Director: Matthys Boshoff
Executive Producer: Chris Loo
Producer: Daniel Wong
Post Production: Hogarth Singapore
Post Producer: Abdul Rahim
Offline Editor: Timothy Lee
Colourist: Ng Tsu Jin
Online Editor: Jonas Ang
Audio Post Production: Fuse Asia
Group Senior Vice President, Corporate & Marketing Communications: Ivan Tan
Director, Corporate & Marketing Communications: Kelvin Ng
Senior Manager, Corporate & Marketing Communications: Low Shueh Li
Assistant Manager, Corporate & Marketing Communications: Jasmine Lee