— ROLE

Creative Art Director

Content Creator

— AGENCY

TBWA SG

— DATE

MAY 2023

The Challenge

Singapore Airlines was launching its official TikTok account. The challenge wasn’t simply announcing another social channel, but introducing it in a way that felt unmistakably Singapore Airlines.

The Thinking

Singapore Airlines doesn’t just connect people to places.

It introduces new destinations.

So instead of telling people to “follow us on TikTok,"

we treated TikTok as the airline’s newest destination,

inviting audiences to make the journey from

Facebook and Instagram onto the platform.

Every touchpoint borrowed from familiar airport and airline experiences to make the launch feel authentic.

Bringing the Idea to Life

• - Designed a boarding pass as the invitation.
• - Recreated Changi Airport’s departure board announcing TikTok as a new destination.
• - Used flight timings and airport language to build anticipation.
• - Extended the campaign across Facebook and Instagram, encouraging audiences to "board” the new channel.

Why it worked

Rather than announcing a new platform, the campaign translated Singapore Airlines' brand behaviour into a social experience. By treating TikTok as the airline’s newest destination, every touchpoint reinforced the same idea while making the launch feel distinctly Singapore Airlines.