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Be a Changi Millionaire

Changi Millionaire Dance

Description

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.

This professional campaign titled 'Changi Millionaire Dance' was published in Singapore in June, 2010. It was created for the brand: Be a Changi Millionaire, . This Ambient medium campaign is related to the Gaming industry and contains 1 media asset. It was submitted almost 15 years ago.

Credits

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

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