Ogilvy reveals first work for Changi Airport’s Jewel attraction and it’s animation

Ogilvy Singapore has unveiled its first brand film for Changi Airport’s new Jewel retail and leisure attraction, using animation to take viewers on a tour of the new facility due to open on April 17.

The friendship between an imagined bird and a ladybug are used as a device to showcase the “adventure” on offer for travellers from next month onwards, in a one-minute production that was said to be a year in the making – due to the animated characters being created from scratch.

“The film brings to life the wondrous possibilities one can find in Jewel, where we welcome our first pair of visitors – a pacific swallow and a ladybird, set against Jewel’s magnificent backdrop,” said Jewel head of corporate and marketing communications Joyce Tan.

“The brand film provides a sneak peek of Jewel and we look forward to creating wondrous moments for all our visitors when we open.”

Meanwhile, Ogilvy Singapore creative director Loo Yong Ping said the work “broke new ground” as it departed from the usual stuffy “traditional real estate advertising” by using animated characters.

He added: “We wanted to evoke a sense of wonder and took a leaf out of the animated playbook to create characters mirroring Jewel’s wondrous nature.”

The film will run across social media platforms including Facebook, Instagram and YouTube.

Ogilvy was unable to confirm whether the animated characters would return in other campaigns in the future.


Co-chief creative officer: Melvyn Lim

Creative director: Loo Yong Ping

Managing partner: Brenda Han

Executive strategy director: Iain Matthews

Account management: Timothy Samuel Barrett, Vanessa Liew and Ng Shin Yi

Senior art director: Nico Tangara

Copywriter: Sie TzeJie

Agency producers: James Brook Partridge and Tina Jodhi

Production house: Chimney Group Singapore

Executive producer: Camilla Anderson

VFX supervisor: Struan Farquhar

Director: Johan Polhem

Additional pitch Credits: Xander Lee, Augustus Sung, Sridhar Gopalratnam and Simon Jenkins

Music and sound design: Song Zu Singapore

Composer: Gerard Fitzgerald

Sound designer: Damian Waddell


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