SINGAPORE— What’s a royal visit without a royal convoy? To mark Sweden’s first official State Visit led by Their Majesties the King & Queen of Sweden, The Embassy of Sweden set out to give the royal couple a Singaporean welcome to remember.
Partnering with creative agency Forsman & Bodenfors Singapore, ComfortDelGro cabbies and their iconic blue and yellow taxis were mobilized into a synchronized formation of the Swedish national flag.
The synchronized flag formation was released as a welcome film.
Joakim Ladeborn, Deputy Head of Mission, Embassy of Sweden, shared, “When the largest and most iconic taxi fleet of Singapore happens to be made up of our Swedish national colors, we saw an opportunity to curate a captivating moment to mark Their Majesties The King and The Queen’s visit. We thought this uniquely Singapore welcome would be a charming way to announce the official State Visit.”
Just when you thought it couldn’t get more Swedish with a roving Swedish flag, the Swedish Chamber of Commerce (SwedCham) rounded up a selection of Swedish brands and businesses across industries to join the campaign film in a show of support, proudly displaying their logos on the taxi convoy. These include H&M, SAAB, Atlas Copco Group, GAC Sweden, Lynxeye, Pixi, ABB, Monitor ERP, and Mentor Media.
The campaign film features a contingent of ComfortDelGro cabbies driving in a series of precise choreographed formations with their striking blue and yellow taxis. Finally, the taxis come together to form the Swedish flag as a welcome to the Royal Couple.
Firrdaus Yusoff, Head of Creative, Forsman & Bodenfors, added, “It’s not every day you get real taxi drivers to double up as stunt-ish drivers. But it’s also not every day you get a royal visit from Sweden. It’s a welcome formation fit for a King (and Queen), and it’s great to see all parties, from the Embassy of Sweden and Comfort, to be so driven by the idea!”
The State Visit to Singapore will take place from November 19 to 21, at the invitation of the Singaporean president and government. This is the first State Visit between Sweden and Singapore.
The King and Queen of Sweden will lead an official delegation, including Ministers and State Secretaries, as well as a business delegation of more than 50 Swedish companies, government organisations, and universities.
