The “Heart of Aviation Singapore” brand showcases the success stories and aspirations of the Singapore aviation industry and the qualities that come together to make Singapore an Aviation Hub of Choice. The excellent connectivity of Singapore’s global air hub provides the edge for it to be an excellent air cargo handler, logistics hub and aerospace sector. It is also a nexus for aviation knowledge sharing and training.

To introduce and create excitement for the campaign – “Heart of Aviation Singapore” – to the public, the key approach is to break the stereotypical visual expression of this industry.

To engage our audiences, the main idea is to introduce a show-tell method that enables a better understanding of the industry as a whole as well as in detail. The ad is crafted with bold, metaphorical illustrations, creating a unique visual impact that brings out the essence of this industry vividly. The result demonstrated how the ad can inform and excite us simultaneously.