Singapore Airlines says Welcome to World Class in new Campaign
Sweetshop’s Liz Murphy directs global Singapore Airlines campaign by TBWA Singapore.
)
Sweetshop Director Liz Murphy is behind Singapore Airlines’ latest global brand campaign, Welcome to World Class, by Six Toes and TBWA Singapore.
Starring the contemporary Singapore Airlines’ cabin crew, this new campaign builds on the brand’s strong foundations of heritage and takes on a fresh and modern look and feel.
Shot over a span of 30 days in five locations including Singapore, Mumbai, New Zealand, Shanghai and Barcelona, the film follows our cabin crew on their life journey and travels as they meet people through all walks of life in quite literally every corner of the world. We see them with friends, a moment in a crowded sports bar, with an elderly lady on the bus, with a little girl in the back of a car, and back onboard the aircraft.
Credits
powered by
- Agency TBWA/Singapore
- Production Company Sweetshop/Shanghai
- Director Liz Murphy
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency TBWA/Singapore
- Production Company Sweetshop/Shanghai
- Director Liz Murphy
- Executive Creative Director Andy Grant
- Managing Director Laura Geagea
- Creative Director Greg Wood
- Producer Allison Lockwood
- Creative Director Jimmy Neo
- Senior Art Director Weicong Chong
- Producer Luke Goodrum
- Stills Producer April Lee
- Senior Copywriter Claudia Garcia Ribeiro
- Executive Producer Sariyanti Sannie
- Producer Una Yoon
Credits
powered by
- Agency TBWA/Singapore
- Production Company Sweetshop/Shanghai
- Director Liz Murphy
- Executive Creative Director Andy Grant
- Managing Director Laura Geagea
- Creative Director Greg Wood
- Producer Allison Lockwood
- Creative Director Jimmy Neo
- Senior Art Director Weicong Chong
- Producer Luke Goodrum
- Stills Producer April Lee
- Senior Copywriter Claudia Garcia Ribeiro
- Executive Producer Sariyanti Sannie
- Producer Una Yoon
The viewer shifts seamlessly between vast breath-taking forests with softly illuminated intakes of breath, to feet splashing rain splattered neon tinged sidewalks. It’s visceral and energetic, movement between the intense variety of both places and faces feels intoxicating.
Murphy said, “I was really excited by this script. The most crucial element for me was that it felt real. We wanted it to be candid and believable, so that it feels as though our audience was along for the ride with the new three-dimensional cabin crew.”
Sweetshop Global Chairperson and founding partner, Paul Prince, voiced his thoughts on the campaign; “Congratulations to Singapore Airlines, TBWA and Six Toes for their latest World Class campaign. I think director Liz Murphy and Sweetshop crew crafted the story of Singapore Airlines beautifully; being a truly global airline, bringing best in class with intimacy and care, to the world. Truly World Class all round. Congratulations to everyone involved.”
+ membership
Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.
Learn More
