Singapore Airlines (SIA) and TBWA\Singapore have revealed a new stop-motion animation to showcase the experience that customers can get onboard a Singapore Airlines flight.
Dubbed "The Sound of Singapore Airlines: A melodic journey awaits", the short 30-second video comprises three instrumental tracks that are played onboard SIA flights and in the SilverKris Lounges.
It features a SIA business class cabin, in a handmade music box shaped as a suitcase. The film will bring audiences on a journey to different destinations, emulating the experience that SIA brings.
“With the world embracing the wonders of AI, we wanted to do things differently by reviving the art of craftmaking to weave a sensory experience through music,” said Loo Yong Ping, deputy executive creative director of TBWA\Singapore. “We’re thrilled to witness this film come alive.”
From scenic nature to vibrant cities, the film encourages people to “let your senses take flight” to invite people to “explore the world with the sound of Singapore Airlines”.
The film was created in collaboration with Marcus Møller Bitsch, a Copenhagen-based director and Sixtoes, a production solutions company. Each prop, including SIA cabin crew’s iconic sarong kebaya uniform, was carefully hand-crafted and integrated into the film’s storyline, according to SIA.
“I thought it was a fantastic opportunity to use stop-motion animation to show the attention to detail and dedication that Singapore Airlines strives to bring to their customers,” said Bitsch.
The film has also been made available to audiences on SIA’s Instagram and Facebook pages, and its LinkedIn as well.
Many companies and brands have tapped onto the beauty of film to captivate and resonate with their audiences better. Recently, Singapore’s Ministry of Communications and Information (MCI) launched an integrated marketing communications campaign as part of its Forward Singapore (FSG) initiative.
The campaign includes a flagship television commercial, four short films, and a roving interactive roadshow. Partnering with Dentsu Creative Singapore, MCI engaged four local directors to deliver the four short films for the campaign. These films aimed to reimagine success, aging, and community in Singapore.
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