To launch Changi Airports largest ever shopping promotion, we wanted the world to sit up and take notice. We invited Singaporeans, so naturally proud of Changi, to show us what it feels like to win a million dollars in a flash mob-style mass performance, smack in the heart of Changi Airport. Along with breakdancers, hip hop artists and percussionists, we rounded up over 400 performers, aged 10 to 75, and some airport staff who couldnt resist a spot of fun. In May, they took the airport transit mall by storm with a three-minute celebration of the million-dollar feeling. Beyond driving retail, this campaign has evoked some rather heartwarming expressions of pride from otherwise reserved Singaporeans in the social media space.
Advertising Agency: Tribal DDB, Singapore Creative team: Jeff Cheong, Aaron Koh Account management: Frederick Tong, Leslie Goh, Sashi Kumar Producers: Daphne Ng, Yilin Linvia adsoftheworld.com