Singapore Airlines, ‘A Lens on World Class’

Follow Julia Nimke as she travels to her exhibit at the Leica Gallerie via Singapore Airlines. There’s just one catch: She must shoot, curate and edit the exhibit on a flight at 30,000 ft.

USAID, ‘Team Vaccine’

Khanga Rue and USAID leveraged the AFCON tournament to reach soccer fans and encourage Covid-19 vaccinations across Mozambique, Tanzania, Nigeria and Cameroon.

Farm Bagri, ‘The Dairy Artist’

In this silly romp, Bulgarian agency Gobox proclaims that Farm Bagri’s taste is akin to art. You must experience it firsthand to truly grasp its essence. So, let’s all dance in a field!

Norwegian Directorate for Children, ‘The Unthinkable Transfer’

The Norwegian Directorate for Children, Youth and Family Affairs, in collaboration with Atyp, urges men to welcome foster children in this heartwarming PSA.

TOPdesk, ‘IT Heroes’

Our world can’t survive without IT professionals. So, why aren’t they celebrated as heroes? This question sparked the latest fanciful campaign from software company TOPdesk and TBWANeboko.

One Za’abeel

British filmmaker Hopi Allard celebrates the downtown landmark and its breathtaking visual delights in epic fashion. From production company electriclime° and Kerzner International.

…and here’s a snippet of the song on Spotify: 

It’s a nifty nugget of playful, upbeat electronica, the kind of stuff anxious passengers could stream to help sooth turbulence-addled nerves, or blot out less tuneful in-flight noises like wailing toddlers and such. (The Singapore-Seattle trip lasts about 15 hours, though, so you should probably have a few other songs on that playlist.)

“We wanted to have a little fun and pay a contemporary tribute to Seattle’s incredible music heritage by creating a music track that’s completely one-of-a- kind,” says Singapore Airlines svp of sales and marketing Campbell Wilson.

Indeed, the track is part of a larger campaign called “Seattle Sounds Even Better Now.” The creative team sought out 23-year-old Chong because her quirky style frequently melds natural sounds with dance beats. 

“I would have never thought that one day I’d use a huge airplane as my instrument,” she says. “I was challenged as a producer but also thrilled to be able to do something so original and exciting. I’m glad that music got to play a part in connecting two beautiful cities.” 

The work follows a flight path adopted by other airlines of late, which have launched ambitious, at times quirky campaigns—perhaps as preemptive responses to those who decry air travel as hellish misery. 

Examples include China Airlines’s unconventional take on “What Travel Brings You,” Turkish Airlines’ flight with Legos, and S7’s travelogue for extraterrestrials.

CREDITS

Campaign: Seattle Sounds Even Better Now 
Client: Singapore Airlines
Agency: TBWASingapore
Media Agency: PHD
Brand Management Group 
Brand Director: Char-Maine Tan 
Brand Director: Nastasha Gotangco 
Brand Manager: Justine Chng
Project Manager: Nash Tan
CreativeCreative Director: Greg Wood 
Senior Art Director: Robert Nelk Senior 
Copywriter: Mark Peeters 
ProductionArtist/ Music Producer: Chong the Nomad 
Artist Manager: Austin Santiago 
Production House: Brian Photoh
Director: Brian Oh
Executive Producers: Haydn Evans (SixToes)/Sariyanti Sannie (SixToes) 
Producers: Una Yoon (SixToes)/Brian Oh (Brian Photoh)
Post Production: Brian Photoh