Write a short summary of what happens in the radio or audio execution or campaign.

Singapore Airlines’ “A Symphony of Flowers” is more than just background music travellers hear on their journey with the airline. It is a distinct sonic extension of the brand’s iconic visual identity – the Batik Motif that’s made up of vibrant and colourful flowers native to Singapore – and evokes the same sense of warmth and welcoming feeling travellers get the moment they step on board a Singapore Airlines flight. And while the music doesn’t have any lyrics, the story behind the sound is that of pushing the boundaries of artistic and technological innovation to produce a first-of-its-kind experience through sound. Each sound travellers hear at every step, whether they’re in the lounge, boarding or landing, is a sonic translation of the Batik Motif that comes from piecing together melodies that we have extracted from each flower based on their unique colours and shapes.

Script & Translation. Provide a full English script and translation of any audio.

Audio track without VO.

Cultural / Context information for the jury

Singapore Airlines has been undergoing a transformation to become better positioned for the future. One of the key transformation goals was for the brand to be more responsive and relevant across every touchpoint where it engages travelers. The brand’s experience had to extend beyond in-flight services. So, we focused on developing a distinct brand world that makes the brand more salient in more places. We identified the world of sound as an opportunity as it can permeate every step of the traveler’s journey. That’s how we started developing Singapore Airlines’ new sonic branding. However, instead of creating a generic sound, we set out to create an ownable sonic signature that’s recognizable to Singapore Airlines and reinforced its identity at every moment of the flying experience. This led to “A Symphony of Flowers”, a translation of the brand’s iconic visual identity into sonic identity.

Tell the jury about the use of music

The music on Singapore Airlines’ sonic brand was created in three steps. We first explored how we could translate the brand’s visual identity into sound and discovered a sensory phenomenon called “Synaesthesia”. Simply, it meant seeing colours also trigger a reaction to our sense of hearing. Based on this, we worked with a sonic curator to build a digital instrument that connected the frequencies of colour and sound. The instrument extracted and programmed melodies from the flowers of the brand’s visual design based on their colour, shapes and occurrence. Once the melodies were derived, we collaborated with a composer to translate the melodies from the digital instrument and bring in a human touch so it’s reminiscent of the warm welcome of Singapore Airlines. After transcribing the instrument’s complementary elements on paper, the new symphonic music was then performed and recorded by a world-class orchestra, for the whole world to hear.