Jewel at Changi Airport stands as an iconic retail destination, renowned for numerous experiences, including the globally-acclaimed water vortex, which has become a must-see for tourists and locals alike. However, the vortex's immense popularity has overshadowed the multifaceted experiences Jewel has to offer, such as dining, shopping and other attractions. Consequently, our clients, Changi Airport Group and Jewel, challenged us to devise a campaign that goes beyond the vortex. Our task was further complicated by the distinct marketing strategies of both clients, necessitating the development of two separate campaigns for the same destination, while serving different objectives.

Beautifully embodying Jewel's essence as a boundless world, this campaign seamlessly intertwines two visually captivating films that harmoniously connect, immersing viewers in an enchanting storyline while highlighting Jewel's diverse offerings, sparking curiosity and inspiration, and inviting audiences to explore myriad possibilities within its premises, as the narratives masterfully intertwine, with the denouement of one film marking the genesis of the other.

Agency: Havas Singapore

Client: Changi Airport Group / Jewel Changi Airport

Creative Directors: AC Ngai / Jared Kang​​​​​​​
Art Director: Zhou Tuo

Copywriter: Justina Lim
Production: The Momentum