TBWA\Singapore launches “The Sound of Singapore Airlines: A melodic journey awaits”

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Singapore Airlines (SIA) has unveiled a new stop-motion animation on Instagram, Facebook, LinkedIn and YouTube, capturing the essence of a wanderlust experience with their sonic identity comprising three instrumental tracks played on board SIA flights and in SilverKris Lounges. Titled ‘The Sound of Singapore Airlines: A melodic journey awaits’, the new 30-seconds film was created via TBWA\Singapore.


The campaign captures the SIA Business Class cabin in a charming, handmade music box that takes the shape of a suitcase. It brings viewers on a trip through scenic landscapes and vibrant cities, accompanied by the airline’s signature melodies to evoke fond memories of travelling with Singapore Airlines.

Created in collaboration with Copenhagen-based director Marcus Møller Bitsch, the film’s handmade music box is inspired by the airline’s Business Class cabin. Each prop, including the iconic SIA cabin crew sarong kebaya uniform, was carefully hand-crafted and integrated into the film’s storyline.

Bitsch said: “When I got the brief, I immediately thought it was a fantastic opportunity to use stop-motion animation to show the attention to detail and dedication that Singapore Airlines strives to bring to their customers.”

“With the world embracing the wonders of AI, we wanted to do things differently by reviving the art of craftmaking to weave a sensory experience through music. We’re thrilled to witness this film come alive,” said Loo Yong Ping, deputy executive creative director of TBWA\Singapore.

Client: Singapore Airlines
Creative agency: TBWA\Singapore
Production: SixToes TV, Unlisted TV

Deputy Executive Creative Director: Loo Yong Ping
Associate Creative Director: Germaine Chen
Senior Art Directors: Melvin Poon, Anthony Hensman
Art Director: Zara Wee
Copywriter: Emilia Tan
Group Brand Director: Eleni Sardi
Brand Director: Justine Chng
Senior Brand Executive: Chew Shin Ru
Project Manager: Ng Xi Wen

Sixtoes TV
Executive Producer & Head of Production: Sariyanti Sannie
Producers: Deena Shareena K, Joelle Goh

Unlisted TV
Director: Marcus Møller Bitsch