Melodic Journey | Craftsmanship & Travel Experience | Clapboard

The Sound of Singapore Airlines: A melodic journey awaits

Description

In 2023, Singapore Airlines launched an innovative campaign, The Sound of Singapore Airlines: A melodic journey awaits, crafted by TBWA\Singapore to deepen emotional connections through its distinctive sonic identity. This integrated Content, Digital, and Film campaign features a captivating 30-second stop-motion animation showcased across Instagram, Facebook, LinkedIn, and YouTube, inviting viewers on a sensory voyage that highlights the allure of travel with the airline. The film creatively transforms the SIA Business Class cabin into a meticulously handmade music box shaped like a suitcase, which unfolds a visual journey through breathtaking scenic landscapes and dynamic cityscapes, accompanied by three instrumental tracks regularly heard onboard SIA flights and in SilverKris Lounges. Directed by Copenhagen-based Marcus Møller Bitsch, the campaign emphasizes craftsmanship and attention to detail, with every element—including the iconic sarong kebaya uniform—carefully handcrafted to integrate into the narrative, reflecting the airline’s commitment to premium service and cultural heritage. This approach stands out in a digital era dominated by AI by reviving traditional artisanal techniques to evoke a genuine and multisensory experience through music and visuals, capturing the essence of wanderlust and the luxury of flying with Singapore Airlines. The campaign not only reinforces brand distinctiveness but also encourages audiences to explore the world accompanied by the airline’s signature melodies, available both in the animation and through a dedicated Spotify album curated to relax and inspire. This harmonious blend of storytelling, sound, and craftsmanship effectively positions Singapore Airlines as not just a carrier but a curator of memorable and emotive travel experiences, fostering deeper brand loyalty and enriching the traveler’s emotional journey before they even board the plane.

Credits

Client

Singapore Airlines

Agency

TBWA\Singapore

Production House

SixToes TV, Unlisted TV, Sixtoes TV

Executive Creative Director

Loo Yong Ping

Creative Director

Germaine Chen

Art Director

Melvin Poon, Anthony Hensman, Zara Wee

Copywriter

Emilia Tan

Account Management

Eleni Sardi, Justine Chng, Chew Shin Ru, Ng Xi Wen

Producer

Sariyanti Sannie, Deena Shareena K, Joelle Goh

Director

Marcus Møller Bitsch

Campaign Proposition

Singapore Airlines’ campaign, 'The Sound of Singapore Airlines: A melodic journey awaits,' leverages a unique sensory experience to reinforce the brand’s core promise of delivering a refined and memorable travel journey. By seamlessly integrating the airline’s signature sonic identity—three instrumental tracks played onboard and in lounges—into a hand-crafted stop-motion animation, the campaign underscores Singapore Airlines’ dedication to detail, craftsmanship, and emotional connection. The visual metaphor of a music box shaped like a suitcase evokes nostalgia and intimacy, aligning with the airline’s focus on premium service, sophistication, and the seamless blending of comfort and cultural richness. Strategically, the campaign targets discerning travelers who value not only the physical aspects of travel but also the emotional and sensory dimensions that define a luxury travel experience. The choice of stop-motion animation by Copenhagen director Marcus Møller Bitsch, combined with meticulous hand-crafted props such as the iconic sarong kebaya uniform, signals a deliberate move away from high-tech, AI-driven production toward artisanal storytelling. This creative angle appeals to a post-pandemic audience seeking authenticity, human touch, and sensory engagement in travel experiences. By showcasing the Business Class environment as an intimate and musical journey, the campaign connects with both existing customers familiar with the brand’s premium service and prospective travelers searching for a distinctive and culturally rich travel experience. The cross-platform presence on Instagram, Facebook, LinkedIn, and YouTube further ensures reach across diverse digital touchpoints, reinforcing Singapore Airlines’ image as an emotive, sophisticated, and experiential brand within the competitive travel and tourism sector.

Creative Device

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign fits FORMAT#9 because it uses the symbolic device of a handcrafted music box styled as a suitcase to visually represent the immersive, memorable “journey” of flying with Singapore Airlines Business Class. Rather than literal scenes or direct demonstrations, the stop-motion film employs creative analogies—scenic landscapes unfolding within a music box, signature melodies, and artistic miniatures—to evoke the emotional and sensory benefits of traveling with SIA. The product’s positive impact (a luxurious, detail-oriented, transportive inflight experience) is thus personified through this charming, crafted symbol, without an explicit story arc, problem–solution structure, testimonial, or competitive contrast. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats