Bird Paradise welcomed its first nature and wildlife enthusiasts through its doors on 8 May 2023. Spanning 17 hectares, the new Bird Paradise is located within the integrated nature and wildlife destination of the Mandai Wildlife Reserve in northern Singapore, which is also home to the Night Safari, River Wonders and Singapore Zoo. Together with this opening comes a new creative campaign for Bird Paradise entitled “Take Off To Paradise” created by Mandai Wildlife Group in partnership with its lead creative agency, The Secret Little Agency.
The integrated campaign spans film, activation, social and out-of-home assets, all designed to “take you a step closer to paradise” said Nicholas Ye, Chief Creative Officer, The Secret Little Agency. “We wanted all Singaporeans to realise how easily accessible this slice of wild and colourful paradise really was, with a visit to Bird Paradise being the easy respite from the monotony of our everyday lives.”
The film evokes awe and wonder at the diverse species of birds that are nesting and taking flight in immersive habitats and walk-through aviaries.
Ye said: “Our call sheets were centred around the birds’ routines and needs, which brought to life our own appreciation of the intricacies of caring for wildlife, being respectful of their space, and never compromising on the animal’s welfare. Their keepers taught us so much about these magnificent creatures, and we came away with a deeper appreciation for the feathered residents at Bird Paradise.”
“Be it a moment up close with one of the birds, learning something new from a fascinating avian presentation, or chatting with our passionate keepers, we’re excited for everyone to come and discover their piece of paradise with us,” added Sandy Lee, Vice President of Marketing, Mandai Wildlife Group.
The film is set to a poem written by acclaimed Singapore poet and playwright Joel Tan and read by the indomitable Ramesh Panicker. Beyond the film, the campaign features captivating out-of-home executions featuring three of the breathtaking aviaries in the park: Hong Leong Foundation Crimson Wetlands, Nyungwe Forest Heart of Africa, and Kuok Group Wings of Asia. The placements also include an inviting digital experience at the Dhoby Ghaut Great Wall that reminds commuters that paradise is less than an hour away.
Visitors to Bird Paradise can look out for an interactive in-park experience where they can take photographs at an AR photowall using a special Instagram filter which comes to life with the sights and sounds of the park for their social feeds.
The campaign runs on social, digital and OOH from 27 May 2023, with plans for both regional and global placements.
Client: Mandai Wildlife Group
Campaign: Take off to Paradise
Agency: The Secret Little Agency