Tribal Worldwide Singapore creates Jewel Changi Airport’s new ‘Jewel. What A Feeling.’ film

Tribal Worldwide Singapore (Tribal Worldwide) is celebrating Jewel Changi Airport’s (Jewel) fifth anniversary with a large-scale campaign that takes viewers on a multi-sensory journey to experience the world-class lifestyle destination.

In 2019, Tribal Worldwide was the creative team behind the launch of the Jewel brand when the landmark complex first opened its doors after four years of construction. The agency also handles iShopChangi’s creative and digital mandate, plus retail marketing duties. Tribal Worldwide won the anniversary campaign after a competitive pitch, coinciding with Singapore’s strong tourism recovery and ongoing visitor and spending hikes, which continue to gain momentum in 2024.

Jewel is joining hands with Tribal Worldwide as part of its year-long anniversary celebration. The agency is set to bring the multi-faceted Jewel to the world – welcoming Singaporeans to explore and creating a lingering impact that resonates long after the celebration ends.

“Jewel. What A Feeling” positions Jewel as a sensorial haven that evokes positive emotions that are hard to put into words, Tribal Worldwide created a new tagline and 60-second film titled ‘Jewel. What A Feeling’ – inviting visitors to project their personal experiences of Jewel and make it their own.

Reinforcing Jewel’s appeal as a stopover destination for the entire family, the campaign’s content brings children, youths, young adults, and senior citizens into its fold. The film takes viewers on a one-minute journey through the 135,700 square meter travel hub’s indoor gardens, leisure attractions, and retail and dining offerings. Its fast pace, engaging camera angles, 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. Launched on 17 April, the campaign is further supported in OOH, digital, social, cinema, and mall display media placements.

Jeff Cheong, CEO of DDB Group Singapore, said: “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.”

Nigel Chia, Head of Marketing & Partnerships at Jewel Changi Airport Development, said:“Through this campaign, we’re excited to showcase different facets of Jewel to both local residents and overseas travellers. 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. We are excited to collaborate with Tribal Worldwide on this brand campaign launch, and we hope that our visitors are just as excited as we are to see Jewel in a different light.”