Title | A SAFETY JOURNEY THROUGH SINGAPORE (HIGHLIGHTS) |
Brand | SINGAPORE AIRLINES |
Product / Service | IN-FLIGHT SAFETY VIDEO |
Category | D01. Social Video |
Entrant | TBWA\SINGAPORE, SINGAPORE |
Idea Creation | TBWA\SINGAPORE, SINGAPORE |
Production | SIXTOES TV Singapore, SINGAPORE |
Production 2 | SONG ZU SINGAPORE Singapore, SINGAPORE |
Production 3 | COMFORT AND FAME Cape Town, SOUTH AFRICA |
Name | Company | Position |
---|---|---|
Gary Steele | TBWA Singapore | Executive Ceative Director |
Hagan de Villiers | TBWA Singapore | Executive Creative Director |
Perry Essig | TBWA Singapore | Creative Director |
Weicong Chong | TBWA Singapore | Art Director |
Claudia Riberio | TBWA Singapore | Copywriter |
Kenneth Choong | TBWA Singapore | Copywriter |
Dawn Lee | TBWA Singapore | Group Head, Brand Team Management |
Harish Nambiar | TBWA Singapore | Group Account Director |
Janet Chee | TBWA Singapore | Account Director |
Alfred Thia | TBWA Singapore | Account Manager |
Belynda Sim | TBWA Singapore | Planning Director |
Yanting Wong | TBWA Singapore | Planner |
Becky Loh | TBWA Singapore | Project Manager |
Haydn Evans | SixToes.tv | Executive Producer |
Joelle Goh | SixToes.tv | Production Manager |
Nicole Ackermann | Freelance | Director |
Jamie Ramsay | Freelance | Director of Photography |
Ian Baile | Freelance | Production Designer |
King Li | Freelance | Lighting Director |
Xander Vanderwesthuizen | Freelance | Offline Editor |
Mark Doney | Freelance | Online / Flame Artist |
Nic Apostoli | Comfort & Fame | Colourist |
Song Zu Singapore | Song Zu Singapore | Music |
A safety video that delivers its message in a captivating way by showcasing Singapore to the world.
Safety features were demonstrated in several locations around Singapore over 5 days. Care was taken to show well known spots as well as more unexpected locations, while showcasing a variety of ethnicities. To give the film a uniquely Singapore Airlines look and feel, everything was shot on anamorphic lenses and then graded blue and gold. Transitions between scenes were carefully planned to make the user's journey through Singapore as seamless as possible.
SIA’s Safety Video became the #1 trending video on YouTube in Singapore just within a day of launch. In just three weeks, it has generated more than 28 million impressions, was viewed more than 4.7 million times, and generated 300% increase in comments, likes and shares, far exceeding SIA norms. Apart from generating a 119% increase in positive sentiments, the rate of new followers gained by SIA also multiplied by 5x during the campaign period. The campaign was covered in international and local media including Mashable, Metro, Travel+Leisure, Business Traveller, Jetset Times, The Straits Times, Channel News Asia, Buro247, MSN, The Jakarta Post, Kiss92FM, AsiaOne, Coconuts Singapore, DesignTaxi and Mumbrella.
Over 1.5 million passengers around the world fly on Singapore Airlines every month and this presented us with the perfect opportunity to introduce the city to those who may not be familiar with what Singapore has to offer. This safety video brought two of Singapore's biggest brands together - Singapore Airlines and the Singapore Tourism Board - to not only deliver an important safety message in a captivating way, but also to showcase the charm and beauty of Singapore to the world in a way that was unique to the Singapore Airlines brand.