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Changi Airport
SCHOOLING: A HERO'S WELCOME

RAN IN: Singapore

CLIENT
Changi Airport Group Pte Ltd

Ivan Tan/ Senior Vice President/ Corporate & Marketing Communications/ Changi Airport Group
Melvin Leong/ Senior Manager/ Corporate & Marketing Communications/ Changi Airport Group
Kejia Jiang/ Assistant Manager/ Corporate & Marketing Communications/ Changi Airport Group

AGENCY
GOODSTUPH *Lead Agency

Pat Law/Managing Director/GOODSTUPH
Eugenia Tan/Director of Strategy/GOODSTUPH
Niki Torres/Senior Digital Strategist/GOODSTUPH
Janice Lin/Creative Group Head/GOODSTUPH
Arista Khoo/Art Director/GOODSTUPH
Jayden Tan/Photographer/GOODSTUPH
Nicholas Foo/Photographer/GOODSTUPH


SUMMARY

For the first time in history since 1948, Singapore had a shot at winning the Gold medal. Anticipating a historic day for Singapore with Joseph Schooling’s potential win at the men’s 100m butterfly final, Changi Airport had to plan a balanced, thoughtful and creative approach that aimed to be one of the first brands to congratulate, yet stand out above the noise following his success. Above all, Changi Airport did not want to deteriorate its brand affinity with its core Singaporean audience by engaging in insensitive ambush marketing.

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Classification: National

Language: English