The Challenge
Changi Airport's agency Ogilvy Singapore was briefed by the client to create a campaign that would help promote China as a destination for Singaporean travellers (in conjunction with the leading travel agencies in Singapore). Ogilvy came up with the campaign idea of “Be the first Singaporean” to arrive at some of the remotest destinations of China. And they used famous “Hold Hands” visual campaign as the reference to follow for the visual creation for the campaign.
The Solution
Klaud9 mobilized 3 photographers across 28 locations across China. They were briefed jointly to work on a consistent style of imagery (‘first-person perspective') that would capture the beauty of the diverse destinations and culture of the various provinces of China - as seen by the “first Singaporean” to discover them. By deploying multiple photographers to cover this vast geography, Klaud9 delivered hundreds of images from the 28 locations under a week.
