This Singapore Airlines campaign reframes loyalty as a lifelong companion, blending emotional storytelling and lifestyle rewards— Clapboard's Global Ad Archive.
Choose Your Wild - Mandai Wildlife Group | Clapboard Ad Archive
Choose Your Wild marks the arrival of Mandai Wildlife Group’s Rainforest Wild ASIA, Singapore’s latest addition to its portfolio, with a launch campaign by TBWA\Singapore that reframes wildlife tourism in the region for the Year 2025. Built around the central creative device of self-directed adventure and harnessing the visual language of interactive gaming, the campaign positions Rainforest Wild ASIA as less traditional park and more bespoke expedition, where visitors actively curate the intensity and style of their encounter across the layered Southeast Asian rainforest – from vertiginous karst walls traversed at Wild Apex Adventure alongside Francois’ langurs, to the shadowy depths of Wild Cavern Adventure with abseil descents, and into forest treks that can be tailored from gentle strolls to demanding hikes. The film-led, integrated campaign is anchored by a three-part narrative series, each chapter following a distinct explorer archetype mapped to scalable adventure options, and epitomizes what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery, showing three vividly recognizable visitor profiles that present the park’s experiences as an aspirational extension of the audience’s own appetite for discovery. Rather than an overt call to action or a single, dominant storyline, the strategic emphasis is placed on choice, immersion, and the emotional charge of authentic animal encounters—brought to life through glimpses of rare species such as Malayan tigers, Malayan sun bears, and critically endangered langurs—in a move that reflects a wider shift in travel and leisure from passive sightseeing to experiential personalization. With Singapore as the launchpad and a communication strategy extending across Korea, Australia, Japan, China, and India, the campaign leverages vibrant, user-aligned storytelling and distinctive adventure offerings to compete not only with global leisure parks but also with established wildlife experiences like Singapore Zoo, Night Safari, and River Wonders, each of which has historically relied on more didactic or spectacle-driven market positioning. Clapboard rates this 71/100. For a category dominated by either traditional edutainment or franchise-style theming, Choose Your Wild matters because it redefines the wildlife park visit in deeply customizable, user-narrative terms, reflecting the maturation of experience design thinking in travel and tourism marketing.
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