Tribal Worldwide Singapore is celebrating Jewel Changi Airport’s fifth anniversary by taking viewers on a multi-sensory journey to experience the world-class lifestyle destination.

Positioning Jewel as a sensorial haven that evokes positive emotions that are hard to put into words, Tribal Worldwide created a new tagline and 60-second film titled ‘Jewel. What A Feeling’ – inviting visitors to project their personal experiences of Jewel and make it their own.

Reinforcing Jewel’s appeal as a stopover destination for the entire family, the campaign’s content brings children, youths, young adults, and senior citizens into its fold. The film takes viewers on a one-minute journey through the 135,700 square meter travel hub’s indoor gardens, leisure attractions, and retail and dining offerings. Its fast pace, engaging camera angles, and stunning shots bring a world of up-close sensory experiences to life on screen. A blend of dance, jazz, and ambient soundtracks further connects viewers with the celebration unfolding at Jewel.

Directed by Sean Ng from production house AMOK, the campaign also includes three shorter videos for each of Jewel’s three product categories—retail, dining, and leisure. Launched on 17 April, the campaign is further supported in OOH, digital, social, cinema, and mall display media placements.

In 2019, Tribal Worldwide was the creative team behind the launch of the Jewel brand when the landmark complex first opened its doors.

Said Jeff Cheong, CEO of DDB Group Singapore, “This campaign marks a homecoming for Tribal Worldwide. Five years after bringing the brand to life, we are back to celebrate this remarkable icon, which continues to raise the bar for travel hubs globally.”