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.
GAY PRIDE! Pink Dot is coming. I think that it is very Cool for Changi to push the gay agenda in SG. Nice one Ogilvy! Brothers in arms!
ReplyI think this is a great little Singapore F1 ad by Ogilvy. Nice one fellas! We need to keep promoting the Singapore night race. Cheers!
ReplyCongrats Messrs Cheong and Lim for clinching this multi-million dollar account back to the ‘creative powerhouse’.
ReplyThanks! for being so inclusive. Great work.
ReplyThis wins the award for the most positive string of comments on Mumbrella. How refreshing!
ReplyDid someone upload the pitch deck video? And where are the credits if the ‘creative powerhouse’ is so proud of this. Oh wait…everyone is probably busy working on scam work for the next round of Cannes. Keep up the uh…’good work’…Ogilvy Singapore…
ReplyF1 goes [Edited under Mumbrella’s community guidelines], nice work from the always [Edited under Mumbrella’s community guidelines].
Surely though there should be a pot of gold as the prize, rather than a car. Or am I being logical?
Anyway, anytime [Edited under Mumbrella’s community guidelines] takes to the night with his “light stick” aloft is a cause for celebration.
Congratulations to the creative powerhouse and it’s new found agenda
ReplyClass. Changi Airport feeling ok about picking the big O.
ReplyThis is what Eugene’s work looks like when the client is a real person, not God, the tourism minister of east timor or the grim reaper.
ReplyGreat spot for Jaguar…..oh wait it was for Changi? Blimey…..
ReplyDid Changi just pay for O’s Cannes entry? Cause this is all that it’s about…
Dear Changi…..this doesn’t make me want to shop there and neither does it make me think any better of the brand…except that its naive enough to pay for this spot from the “creative powerhouse”…
Great to see Eugene finally supporting Gay Pride through his work!
Not quite as good as the GayTM from ANZ bank, but let’s hope he keeps trying.
Replywell…. I hope they got Jaguar to kick in most of the production budget, because it sure as sh!t doesn’t look like an ad for Changi. I mean, fair enough it’s refreshing that a client doesn’t say “make the logo bigger” but I honestly think anyone seeing this cold would assume it’s a car ad, and not a particularly good one.
ReplyI was hesitant to write as I didn’t want to be another negative comment on this site. However, Changi is one of the (few) airports where you have so many benefits that travelers actually care about, as well as delightful experiences to enjoy — and this is what comes out.
I agree, it reminds me of a car ad, and not a good one.
ReplyIt is so ordinary and literal.
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