Ad Nut
Mar 11, 2019

Ad gives first glimpse inside Singapore's Jewel Changi Airport

The hotly anticipated new complex, which hopes to indefinitely extend the time visitors spend at the airport, is seen for the first time in a sweet new campaign by Ogilvy.

What's all this then—an advertising campaign for a new airport in Singapore? Well, sort of. Jewel Changi Airport, in case you're not among the millions already anticipating its opening, is a huge new complex next to terminal one at Singapore's Changi. 

Due to open on April 17, it's part of an ambitious plan to entice flyers to spend more time in the vicinity of the airport before they fly. Jewel Changi is a sparkling new dome building which will house over 280 shops and restaurants, a huge park, a 'bouncing net', a five-storey garden and the world's largest indoor waterfall, among other things.

To be frank, despite Ad Nut's individual reservations about flying, airports and waterfalls, this all sounds rather nice, and probably more restful or at least more fun than the usual last-day-of-holiday-check-out-of-hotel-loaf-around-waiting-for-flight activity schedule. 

In the new film promoting Jewel—arguably a non-essential asset, given how interested Singapore residents already are in the project—by Ogilvy Singapore, we're shown the space by the 'first visitors', two adorable animated creatures (Ad Nut is always a fan) who zoom around what looks like an indoor rainforest with coffee joints and shops. It is as slick as an ad for a new Disney movie, and with 18,000 views on Facebook so far in a week and largely positive comments from viewers, seems to be doing its job of ramping up excitement for the opening.  

The campaign will run across Facebook, Instagram and YouTube in the run-up to the opening. 


Project title: First Visitors
Creative Agency: Ogilvy Singapore
Co-Chief Creative Officer: Melvyn Lim
Creative Director: Loo Yong Ping
Managing Partner: Brenda Han
Executive Strategy Director: Iain Matthews
Account Management: Timothy Samuel Barrett, Vanessa Liew, Ng Shin Yi
Senior Art Director: Nico Tangara
Copywriter: Sie TzeJie
Agency Producers: James Brook Partridge, Tina Jodhi
Production House: Chimney Group Singapore
Executive Producer: Camilla Anderson
VFX Supervisor: Struan Farquhar
Director: Johan Polhem
Additional Pitch Credits: Xander Lee, Augustus Sung, Sridhar Gopalratnam, Simon Jenkins
Music and Sound Design: Song Zu Singapore
Composer: Gerard Fitzgerald
Sound Designer: Damian Waddell

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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