The brief was to reimagine the original, iconic campaign of the Singapore Girl and translate the brand message “You’re a Great Way to Fly” by utilizing various digital opportunities available in the present day.
Our idea: To refresh her role as the Singapore Girl by giving her the chance to do what she does best: Provide local insights as your host in the sky.
Through a custom app experience, we experience the real life of a Singapore Girl. Selected cabin crew documents their experieneces, in-flight and on-ground, dispensing a first hand look into her narrative. The technology allows her to deliver what she’s been doing all these years - she invites you to rediscover hidden gems in various cities around the world. Real-time data, social, and interactions deliver a more comprehensive experience of her curated experiences.
This is concept work for the Google Rebrief initiative.