Title | A SYMPHONY OF FLOWERS |
Brand | SINGAPORE AIRLINES |
Product / Service | SINGAPORE AIRLINES |
Category | B02. Sound Design |
Entrant | TBWA\SINGAPORE Singapore, SINGAPORE |
Idea Creation | TBWA\SINGAPORE Singapore, SINGAPORE |
Production | DLMDD London, UNITED KINGDOM |
Name | Company | Position |
---|---|---|
Andy Grant | TBWA\Singapore | Executive Creative Director |
Jimmy Neo | TBWA\Singapore | Creative Director |
Robert Nelk | TBWA\Singapore | Senior Art Director |
Mark Peeters | TBWA\Singapore | Senior Copywriter |
JengYi Sow | TBWA | Copywriter |
Sharmain Lim | TBWA | Art Director |
Ben Israel | TBWA\Singapore | Global Brand Director |
Justine Chng | TBWA\Singapore | Brand Director |
Nash Tan | TBWA\Singapore | Associate Project Director |
ShinRu Chew | TBWA\Singapore | Brand Executive |
Dominic Murcott | DLMDD | Sound Curator |
Rohan De Livera | DLMDD | Composer |
Gun Sung Lin | TBWA\Singapore | Regional Head of Post Production |
Fazli Jamil | TBWA\Singapore | Producer |
Sue May Fong | TBWA\Singapore | Producer |
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.
Audio track without VO.
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.
“A Symphony of Flowers” turns interactions with Singapore Airlines into a sonic experience in a way that has never been done before. It pushes the boundaries of artistic and technological innovation with a distinct musical piece that stems back to the heritage and home of the brand. And it’s all made possible by a first-of-its-kind innovation in sonic branding – a bespoke digital instrument that connects the frequencies of colours and sound, enabling us to extract, program, and arrange melodies entirely from the flowers featured in the brand’s visual identity. While the digital instrument has already allowed us to create tailored and emotive sound experiences across multiple stages of the journey such as boarding, landing, and customer service hold music, we ultimately ended up with 653,072 melodic combinations and 6 sonic palettes that we can use for years and for millions of travelers to hear.
Video URL | Supporting Webpage