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.