Insight:
Singapore Airlines Cargo is known for precision and reliability, but cargo often feels cold and impersonal. To stand out, the campaign needed to convey the same elegance and care as the iconic Singapore Girl, while showcasing the airline's cargo strengths.
Idea:
We transformed the Singapore Girl’s batik kebaya into a storytelling canvas, using its motifs to represent different types of cargo—live animals, commercial products, temperature-sensitive goods, odd-sized shipments, and global reach. The concept: Singapore Airlines Cargo treats every shipment with the same care as its passengers.
Execution:
Each visual features a close-up of the batik motif, transformed to reflect a specific cargo pillar—delicate goods wrapped in pattern symmetry, or global cities woven into the design. The result is a series that is both culturally rooted and category-relevant, communicating technical capability through the lens of heritage, artistry, and Singapore Airlines' unmistakable brand DNA.
AD: Weilun Chong, Weicong Chong • CW: Perry Essig • ECD: Hagan De Villiers, Gary Steele • DI: Weilun Chong • AGCY: TBWA \ Singapore
E-COMMERCE: With 900 flights a week to 100 global cities, e-commerce is easy. And we don’t treat cargo like cargo.
IATA-COMPLIANT: With IATA-compliant handling, plus state-of-the-art cabin pressure temperature controls, we don’t treat cargo like cargo. Including live animals.
OVERSIZED AND ODD SHAPE: With special capabilities for everything from heavy machinery to stage props, we don’t treat cargo like cargo. Especially the oversized and odd-shaped.
CONNECTIVITY: With special capabilities for everything from heavy machinery to stage props, we don’t treat cargo like cargo. Especially the oversized and odd-shaped.
PERISHABLES: With cold rooms and temperature controlled facilities, we don’t treat cargo like cargo. Especially perishables.