Changi Airport Group - Changi Airport
I’m Home / J. Walter Thompson Singapore
Changi Airport brings its brand values to life with “I’m Home”, an online campaign created by J. Walter Thompson Singapore to celebrate the company’s vision and culture, and pay tribute to the nation’s 50th birthday.
Working with Benjamin Kheng, cofounder of the popular Singaporean indie band The Sam Willows, and award-winning directors Wee Li Lin and Charles Lim, who will represent Singapore at the 2015 Venice Biennale, J. Walter Thompson Singapore created “I’m Home”, a song and film that celebrates the commitment to service, and attention to detail, that has defined the Changi Airport brand, and turned it into the world’s most awarded airport – as well as a national icon.
“We wanted to bring the brand, and all it stands for, to life with an emotive story that celebrates what Changi is all about. And it’s all about home,” said Valerie Cheng, Chief Creative Officer of J. Walter Thompson Singapore.
“It starts with the people who work there, from the CEO down to every employee. They all pay attention to the small things, they love the place like their own home and share an incredible sense of pride in where they work and what they do. That’s what makes this airport the best in class. And that’s what makes people who both work here and travel through here feel like they’re home.”
That ethos and passion has made Changi the most recognized airport in the world, with over 480 awards to date. For Singaporeans, the airport is a shared national experience and a point of national pride. A record 54.1 million passengers passed through Changi last year and many Singaporeans are avid travelers. Changi Airport is both a first touch-point back home, a symbol of Singapore’s success and, for many day trippers, a destination in itself.