Camille
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Singapore Airlines - singaporegirl

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 media 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. Real life Singapore Girls document their experiences through a custom app on their phones, and feed real-time data in an immersive website experience. 

You can now explore the world of the Singapore girl. 
Her world is now your world.

The Challenge
Although the B747 was a much-loved and important aircraft for Singapore Airlines, talking about innovations made decades ago wasn’t going to bring Singapore Airlines any new customers. Even worse, it ran the risk of making the brand seem old-fashioned and content to rest on past glories.

The Insight
After going into Singapore Airlines’ archives and combing through nearly 40 years of newspaper articles, old photographs and 35mm slides – some of which hadn’t seen the light of day in decades – we realized something very important: practically every major inflight innovation that travellers enjoy today was pioneered aboard the 747! This aircraft was therefore a crucial aspect of Singapore Airlines’ continuing tradition of service and innovation.

The Execution
Although the site would comprise dozens of stories and videos, we knew it had to be a seamless narrative experience, so we crafted a clean, intuitive design that took inspiration from magazines and reader apps like Flipboard. We also managed to seamlessly link a vertically scrolling intro page with a horizontally scrolling content section, using countless hours of calculation and custom-built JQuery and Javascript codes.
The success of SIAjourneys led Singapore Airlines to extend it into a yearlong campaign – complete with a responsively designed Passport section with games that could be played on desktop, tablet, and mobile devices.

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. 

The Execution:
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.