Singapore celebrates its multi-faceted Jewel

It's been five years since the Jewel in the crown of Singapore's world beating airport opened. That's right, Jewel—the nature-themed entertainment and retail complex at Singapore's Changi Airport—opened in 2019 and is celebrating its fifth anniversary. 

 

Home to the world's tallest indoor waterfall, the Rain Vortex, as well as indoor gardens, leisure attractions, and retail and dining offerings, Jewel has become a destination of its own, and has played a large part in helping Singapore's Changi Airport top the world's best airport polls in recent years.

 

And now, as part of its year-long anniversary celebration, Jewel has launched a 60-second film titled ‘Jewel. What A Feeling'. The film hopes to bring the multi-faceted Jewel to the world—positioning Jewel as a sensorial haven and a stopover destination for the entire family.

 

The film takes viewers on a one-minute journey through the 135,700 square metre travel hub’s indoor gardens, leisure attractions, and retail and dining offerings. Its fast pace and stunning shots bring a world of up-close sensory experiences to life on screen. A blend of dance, jazz, and ambient soundtracks further connects viewers with the celebration unfolding at Jewel.

 

Directed by Sean Ng from production house AMOK, the campaign also includes three shorter videos for each of Jewel’s three product categories—retail, dining, and leisure. 

 

"Through this campaign, we’re excited to showcase different facets of Jewel to both local residents and overseas travellers," said Nigel Chia, head of marketing & partnerships at Jewel Changi Airport Development. "We want to show that Jewel isn’t just a destination where the world meets Singapore and Singapore meets the world—it’s also a place that brings together positive emotions through a vibrant tapestry of shopping, dining, and entertaining experiences."

 

 

Jeff Cheong, CEO of DDB Group Singapore, adds: “Given our vested interest in the Jewel brand, this campaign marks a homecoming for Tribal Worldwide. Five years after bringing the brand to life, we are back to celebrate this remarkable icon, which continues to raise the bar for travel hubs globally. With this campaign, we are transporting viewers from different walks of life into the wonderful world of Jewel to experience every sight, taste, and sound.”

 

Launched on 17 April, the campaign is further supported in OOH, digital, social, cinema, and mall display media placements.

 

Campaign's take: This campaign film is likely to be well timed. Perhaps it's no coincidence that Singapore’s Changi Airport has recently lost its pole position as the world’s best airport to Doha’s Hamad International Airport, according to air transport rating firm Skytrax. Nevertheless, this film should help to change that and plant Jewel back in the mind's of travellers worldwide, enthralling them once again with this unique shopping and indoor garden facility right in the heart of Singapore's Changi Airport. The film successfully shows why Jewel at Changi Airport changed the game and helped show that airports can be more than just a transit hub, but a gem of a destination all of their own.