Changi Airport has launched a butterfly display, as part of celebrations for the annual "Be A Changi Millionaire" shopping promotion. Conceptualised by Ogilvy Singapore, the butterfly display is an interactive activation that aims to bring this year's campaign theme "Luck is Everywhere" to life.
The installation, displayed till 29 July, features eight remote-controlled kites that resemble the butterfly species Diaethria Anna. This species is known for the markings on the underside of its hindwings that seem to reflect the number "88", a symbol of prosperity and luck in Asia.
According to a press statement, the butterflies were built with "sturdy yet light materials to ensure that their movements are as lifelike as possible". Through the display, the brand looks to build an overall atmosphere of luck at Changi Airport, which has also been peppered with various lucky charms. It also looks to remind visitors that they can take part in the promotion with a minimum spend.
Melvyn Lim, co-chief creative officer, Ogilvy Singapore said, “We wanted to create a visual spectacle at the airport that would bring joy to travellers while reminding them of the ongoing “Be a Changi Millionaire” campaign. This display is particularly exciting because it marks the first time that animatronics has been deployed at Changi Airport."
This follows the agency's previous collaboration with Changi Airport for this year's “Be a Changi Millionaire” shopping promotion - a film which featured the sight of rainbows flowing along the airport boulevard and into the terminals.
Project title: Luck is in the Air
Client name: Changi Airport Group
Creative Agency: Ogilvy Singapore
Chief Creative Officer: Melvyn Lim
Creative Director: Loo Yong Ping
Account Management: Brenda Han, Tim Barrett, Alex Chong, Vinise Kwa
Art Director: Nico Tangara
Copywriter: TJ Sie
Agency Producer: Cora Chee