Changi is the ‘gold at the end of the rainbow’, claims first campaign by Ogilvy

Five months after swiping the account from J.Walter Thompson, Ogilvy has unveiled its first major brand campaign for Singapore’s Changi Airport.

To kickstart the return of its ‘Be A Changi Millionaire’, the airport has released a colourful campaign that shows the prize as a metaphorical pot of gold at the end of a rainbow.

To launch the six-month long campaign, Ogilvy Singapore created a 30-second commercial showing an rainbow flowing along the airport boulevard and into the terminals.

Within the airport, lies either S$1 million dollars or a Jaguar E-Pace SUV, which is being offered as the top prize for Changi’s ninth annual retail promotion.

Ogilvy created the rainbow effect using lightsticks mounted on the back of a moving car and then filming it at a high-frame rate to create what-it-called “an echoing effect of racing light streaks around Changi”.

The campaign was spearheaded by Ogilvy chief creative officer Eugene Cheong and executive creative director Melvyn Lim, who moved from the direct marketing arm OgilvyOne to the creative powerhouse in January.

He said: “We wanted to create an atmosphere of luck with some of its most iconic metaphors. Rainbows are a wonderful sight themselves; and anyone who’s lucky enough to spot them are always left in awe. We
captured that feeling in the film with the new Jaguar E-Pace, by using the magic of Pixelsticks to recreate rainbows in the night – literally wrapping the airport in a colourful streak of luck.”

As part of the launch, the video will run across social media platforms including Facebook, Instagram and YouTube.

Ogilvy was announced as Changi’s new agency-of-record in January, taking the account from JWT, who had held it since 2013.

The win followed a competitive pitch between JWT, Blk J, BBDO Singapore, TBWA Singapore and TSLA, and will cover creative and digital activities for Changi Airport and its mega-development Jewel Changi Airport.


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