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Changi Millionaire Dance

Published/Aired: 
June 2010

Description

To launch Changi Airport’s largest ever shopping promotion, we wanted the world to sit up and take notice. We invited Singaporeans, so naturally proud of Changi, to show us what it feels like to win a million dollars – in a flash mob-style mass performance, smack in the heart of Changi Airport. Along with breakdancers, hip hop artists and percussionists, we rounded up over 400 performers, aged 10 to 75, and some airport staff who couldn’t resist a spot of fun. In May, they took the airport transit mall by storm with a three-minute celebration of the million-dollar feeling. Beyond driving retail, this campaign has evoked some rather heartwarming expressions of pride from otherwise reserved Singaporeans in the social media space.

Advertising Agency: Tribal DDB, Singapore
Creative team: Jeff Cheong, Aaron Koh
Account management: Frederick Tong, Leslie Goh, Sashi Kumar
Producers: Daphne Ng, Yilin Lin
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Guest's picture

T Mobile

Guest
Guest's picture

Changiiii Woohooo

Guest
Dzsoi's picture

I totally fell for she has just won a million! :)
But as a short, cute musical of a girl winning big money... it could work. More acting would have been great at the beginning like... she runs to her dancer friends, showing her ticket, a short but loud chat between them, maybe her boyfriend arriving, a bit planning (like travelling, buying a house or a car)... you know like a real musical. And then it would be more different from the well-known T-Mobile flash mob.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
Guest's picture

This is awesome!

Guest
Guest's picture

Nice moves

Guest
Guest's picture

Totally T-mobile. Stop copying other people's great work.

Guest
BananAd's picture

Cloning

BananAd
Activity Score 103
Art Director
Paloma's picture

omg, really bad, guys.
That's really cloning

Paloma
Activity Score 531
Guest's picture

ANother flash mob... yawn... how many times have people got to do it!!!!it never has anything to do with the product either.

Guest
TommyO's picture

I'll never get tired of flash mob stuff. Used idea, but fun to watch.

TommyO
Activity Score 1866
Copywriter |

That's me!
http://resiseymilim.wordpress.com

Guest's picture

en mi opinión, es bastante interesante

Guest
Phil Lestino's picture

SO unbelievable ...it is depressing!

Phil Lestino
Activity Score 1684
Phil Lestino's picture

Even the music is predictable

Phil Lestino
Activity Score 1684
Guest's picture

Esto es un plagio de T-mobile, los pasos de baile se ven muy falsos. De este comercial únicamente vale la pena la producción.

Guest
Guest's picture

Flashmobs never fails to bring a smile.

Guest
Guest's picture

T-MOBILE WAS TWICE BRTHER

Guest
admandan's picture

Yeah, nice moves... but seen it. T-Mobile

admandan
Activity Score 4
Auckland University of Technology
Guest's picture

agree with TommyO, still fun to watch ...

Guest
alexander_bickov's picture

Cool campaign

alexander_bickov
Activity Score 3279
Guest's picture

le video est un peu long mais je pense que le concept va tres bien avec la campaigne

Guest
AmOgodzzz's picture

Feels very contrived.

AmOgodzzz
Activity Score 826
Copywriter at School of Visual Arts
Guest's picture

Airport pride, Singaporean coming out of their skins, million dollar prize winner, choreographed dancing, 'flash mob' (best to just call it a performance more like), and a tribute to T-mobile. Fun to watch but where is the connection? Now if you do this at the Singapore Pools or Turf Club outlets - might lift my skirt.

Guest
Guest's picture

T-Mobile's spoof!!!!!!

Guest
bad astronaut's picture

All the morons who are saying "T-Mobile" needs to research "flash dance mob" on youtube. T-Mobile didn't invent it. Hell, you might as well say T-Mobile copied the Cebu Provincial Detention and Rehabilitation Center version of "Thriller."

bad astronaut
Activity Score 544
Guest's picture

I agree that there have been tons of "flash dance mob" stuff before T-Mobile, many of which are actually better than what they did. But T-Mobile made it into an ad.

Guest
bknowlden's picture

If I had won a million dollars I would have paid these people to stop.

bknowlden
Activity Score 3647
Art Director |

--
brandon

www.brandonknowlden.com

cef's picture

not a new one! and doesnt seem good also...

cef
Activity Score 547
Copywriter
Guest's picture

Joke?? this is just a bad version of T-Mobile

Guest
Guest's picture

It's sad if this is what Singapore's creatives are capable of. Absolute rip off and ironically, Changi Airport is a leader in many ways and has more integrity than this.

Guest
Guest's picture

glee

Guest
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