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Be a Changi Millionaire: Changi Millionaire Dance

To launch Changi Airport’s largest ever shopping promotion, we wanted the world to sit up and take notice. We invited Singaporeans, so naturally proud of Changi, to show us what it feels like to win a million dollars – in a flash mob-style mass performance, smack in the heart of Changi Airport. Along with breakdancers, hip hop artists and percussionists, we rounded up over 400 performers, aged 10 to 75, and some airport staff who couldn’t resist a spot of fun. In May, they took the airport transit mall by storm with a three-minute celebration of the million-dollar feeling. Beyond driving retail, this campaign has evoked some rather heartwarming expressions of pride from otherwise reserved Singaporeans in the social media space.

Advertising Agency: Tribal DDB, Singapore
Creative team: Jeff Cheong, Aaron Koh
Account management: Frederick Tong, Leslie Goh, Sashi Kumar
Producers: Daphne Ng, Yilin Lin

30 comments

Guest's picture
Guest

T Mobile

Guest's picture
Guest

Changiiii Woohooo

Dzsoi's picture
Dzsoi
6312 pencils

I totally fell for she has just won a million! :)
But as a short, cute musical of a girl winning big money... it could work. More acting would have been great at the beginning like... she runs to her dancer friends, showing her ticket, a short but loud chat between them, maybe her boyfriend arriving, a bit planning (like travelling, buying a house or a car)... you know like a real musical. And then it would be more different from the well-known T-Mobile flash mob.

Guest's picture
Guest

This is awesome!

Guest's picture
Guest

Nice moves

Guest's picture
Guest

Totally T-mobile. Stop copying other people's great work.

BananAd's picture
BananAd
103 pencils

Cloning

Paloma's picture
Paloma
528 pencils

omg, really bad, guys.
That's really cloning

Guest's picture
Guest

ANother flash mob... yawn... how many times have people got to do it!!!!it never has anything to do with the product either.

TommyO's picture
TommyO
1866 pencils

I'll never get tired of flash mob stuff. Used idea, but fun to watch.

Guest's picture
Guest

en mi opinión, es bastante interesante

Phil Lestino's picture
Phil Lestino
1682 pencils

SO unbelievable ...it is depressing!

Phil Lestino's picture
Phil Lestino
1682 pencils

Even the music is predictable

Guest's picture
Guest

Esto es un plagio de T-mobile, los pasos de baile se ven muy falsos. De este comercial únicamente vale la pena la producción.

Guest's picture
Guest

Flashmobs never fails to bring a smile.

Guest's picture
Guest

T-MOBILE WAS TWICE BRTHER

admandan's picture
admandan
4 pencils

Yeah, nice moves... but seen it. T-Mobile

Guest's picture
Guest

agree with TommyO, still fun to watch ...

alexander_bickov's picture
alexander_bickov
3279 pencils

Cool campaign

Guest's picture
Guest

le video est un peu long mais je pense que le concept va tres bien avec la campaigne

AmOgodzzz's picture
AmOgodzzz
826 pencils

Feels very contrived.

Guest's picture
Guest

Airport pride, Singaporean coming out of their skins, million dollar prize winner, choreographed dancing, 'flash mob' (best to just call it a performance more like), and a tribute to T-mobile. Fun to watch but where is the connection? Now if you do this at the Singapore Pools or Turf Club outlets - might lift my skirt.

Guest's picture
Guest

T-Mobile's spoof!!!!!!

bad astronaut's picture
bad astronaut
544 pencils

All the morons who are saying "T-Mobile" needs to research "flash dance mob" on youtube. T-Mobile didn't invent it. Hell, you might as well say T-Mobile copied the Cebu Provincial Detention and Rehabilitation Center version of "Thriller."

Guest's picture
Guest

I agree that there have been tons of "flash dance mob" stuff before T-Mobile, many of which are actually better than what they did. But T-Mobile made it into an ad.

bknowlden's picture
bknowlden
3647 pencils

If I had won a million dollars I would have paid these people to stop.

cef's picture
cef
547 pencils

not a new one! and doesnt seem good also...

Guest's picture
Guest

Joke?? this is just a bad version of T-Mobile

Guest's picture
Guest

It's sad if this is what Singapore's creatives are capable of. Absolute rip off and ironically, Changi Airport is a leader in many ways and has more integrity than this.

Guest's picture
Guest

glee

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