ASIA-PACIFIC – SINGAPORE, SEPTEMBER 5, 2013 – TBWA’s ‘The Lengths We Go To’ campaign stresses the extra mile Singapore Airlines takes to make customers feel at home with every flying experience.
“Regardless of wherever you are, it feels like home. You feel at home because as an airline we bother to go through the trouble to bring you the very best of what home is,” said Mabel Lee, marketing communication manager for Singapore Airlines.
The campaign takes the sarong-clad Singapore Girl around the world – to a tea plantation in Fujian, to Europe’s oldest tannery in Glasgow and to the home of the oldest film festival, Venice – in pursuit of quality products and services that suit the flyers’ needs and tastes.
All videos were filmed on location, with the expertise of director John Park. The campaign was launched earlier this week and will run until the end of October 2013. The films will also be rolled out in the Fujian Tea Plantation, Scotland Workshop, Venice Film Festival and Combination Film.
TBWA Singapore’s Robin Nayak explains: “Singapore Airlines ads have always had amazing production values, and it was really important for us to maintain the quality of film that the airline has always been known for. What we wanted to do was create a fresher, more relevant, more contemporary look for the airline. That meant coming up with the right message, delivering the right execution and finding the right director to help us bring our vision into life.”
All films and the behind-the-scenes can be found on the Singapore Airlines brand hub. Visit www.singaporeair.com for more details.
CREDITS:
TBWA
Creative Director – Mel du toit
Art Director – Reggie Ocampo
Copywriter – James Holman
Head of Strategy – Robin Nayak
Group Account Director – Dawn Lee
Group Account Director – Serene Koh
Production Houses
SixToes TV and Apple Box Asia:
Director – John S Park
Executive Producer – Haydn Evans
Senior Producer – Sariyanti Sannie
