A SYMPHONY OF FLOWERS

TitleA SYMPHONY OF FLOWERS
BrandSINGAPORE AIRLINES
Product / ServiceSINGAPORE AIRLINES
CategoryB02. Sound Design
EntrantTBWA\SINGAPORE Singapore, SINGAPORE
Idea Creation TBWA\SINGAPORE Singapore, SINGAPORE
Production DLMDD London, UNITED KINGDOM

Credits

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

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 sound design.

“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.


Links

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