Film/Print/Out-of-Home

Jewel. What a Feeling.

Jewel Changi Airport

To help launch Jewel Changi Airport’s fifth anniversary campaign (and its first time celebrating a birthday of this scale), we wanted to position it as not just a transit point where the world meets Singapore and Singapore meets the world, but a destination in itself where positive emotions converge. 

So, we took the opportunity to bring viewers on a sensorial journey through its vibrant tapestry of retail, dining, and experience offerings that transcend the typical “airport mall” experience; with each scene capturing a fleeting, feel-good moment at the mall that simply cannot be put into words. 

The mall’s new tagline, “Jewel. What a Feeling”, was created to reflect these indescribable feelings, as well to let our audience project their own positive emotions and experience onto it.