Campaign Spotlight: Luck takes flight at Changi Airport, Ogilvy Singapore behind dancing butterflies
adobo magazine, July 30, 2018 | 1:14am

SINGAPORE, July 26, 2018 – Catch a glimpse of eight dancing butterflies that are now flying through Changi Airport as part of celebrations for the annual “Be A Changi Millionaire” shopping promotion. The intriguing butterfly display is an interactive activation conceptualised by Ogilvy Singapore that brings this year’s campaign theme “Luck is Everywhere” to life.

The installation features eight remote-controlled kites that resemble the rare butterfly species Diaethria Anna, also known as Anna’s eighty-eight. This butterfly species is known for the markings on the underside of its hindwings that seem to reflect the number ‘88’, a symbol of prosperity and luck in Asia.

Melvyn Lim, Co-Chief Creative Officer, Ogilvy Singapore said, “We wanted to create a visual spectacle at the airport that would bring joy to travellers while reminding them of the ongoing “Be a Changi Millionaire” campaign.  This display is particularly exciting because it marks the first time that animatronics has been deployed at Changi Airport. We hope visitors will be in awe when they see the butterflies dancing gracefully to the mesmerizing music.”

The butterflies are in fact ‘string-less’ kites maneuvered by a band of pilots known as ‘sky dancers’. Built with sturdy yet light materials to ensure that their movements are as lifelike as possible, the butterflies flap their wings in a choreographed movement through a three-minute flight path that ends in a circular motion over the Jaguar E-Pace SUV on display at the Departure Hall in Terminal 3. The display is part of the overall atmosphere of luck at Changi Airport, which is peppered with various lucky charms. They are meant to surprise and delight visitors, reminding them that with a minimum spend of only S$50, they stand a chance to win either S$1 million or a Jaguar E-Pace SUV as part of the promotion which will run until 31 October 2018. 

Catch the display until 29 July at 7pm, 8pm and 9pm on Fridays, Saturdays, and Sundays.

 
“Be A Changi Millionaire” websitehttps://millionaire.ishopchangi.com/en
 
Credits
Project title: Luck is in the Air
Client name: Changi Airport Group
Creative Agency: Ogilvy Singapore
Chief Creative Officer: Melvyn Lim
Creative Director: Loo Yong Ping
Account Management: Brenda Han, Tim Barrett, Alex Chong, Vinise Kwa
Art Director: Nico Tangara
Copywriter: TJ Sie
Agency Producer: Cora Chee

Campaign Spotlight: Luck takes flight at Changi Airport, Ogilvy Singapore behind dancing butterflies

SINGAPORE, July 26, 2018 – Catch a glimpse of eight dancing butterflies that are now flying through Changi Airport as part of celebrations for the annual “Be A Changi Millionaire” shopping promotion. The intriguing butterfly display is an interactive activation conceptualised by Ogilvy Singapore that brings this year’s campaign theme “Luck is Everywhere” to life.

The installation features eight remote-controlled kites that resemble the rare butterfly species Diaethria Anna, also known as Anna’s eighty-eight. This butterfly species is known for the markings on the underside of its hindwings that seem to reflect the number ‘88’, a symbol of prosperity and luck in Asia.

Melvyn Lim, Co-Chief Creative Officer, Ogilvy Singapore said, “We wanted to create a visual spectacle at the airport that would bring joy to travellers while reminding them of the ongoing “Be a Changi Millionaire” campaign.  This display is particularly exciting because it marks the first time that animatronics has been deployed at Changi Airport. We hope visitors will be in awe when they see the butterflies dancing gracefully to the mesmerizing music.”

The butterflies are in fact ‘string-less’ kites maneuvered by a band of pilots known as ‘sky dancers’. Built with sturdy yet light materials to ensure that their movements are as lifelike as possible, the butterflies flap their wings in a choreographed movement through a three-minute flight path that ends in a circular motion over the Jaguar E-Pace SUV on display at the Departure Hall in Terminal 3. The display is part of the overall atmosphere of luck at Changi Airport, which is peppered with various lucky charms. They are meant to surprise and delight visitors, reminding them that with a minimum spend of only S$50, they stand a chance to win either S$1 million or a Jaguar E-Pace SUV as part of the promotion which will run until 31 October 2018. 

Catch the display until 29 July at 7pm, 8pm and 9pm on Fridays, Saturdays, and Sundays.

 
“Be A Changi Millionaire” websitehttps://millionaire.ishopchangi.com/en
 
Credits
Project title: Luck is in the Air
Client name: Changi Airport Group
Creative Agency: Ogilvy Singapore
Chief Creative Officer: Melvyn Lim
Creative Director: Loo Yong Ping
Account Management: Brenda Han, Tim Barrett, Alex Chong, Vinise Kwa
Art Director: Nico Tangara
Copywriter: TJ Sie
Agency Producer: Cora Chee