SIA MOTHER'S DAY
THE INSIGHT
TO THE MUMS BEHIND EVERY FLIGHT.
While mothers tirelessly care for their families, the various ways in which they show care may seem small yet profound. These actions often go unnoticed in our daily lives, until we have the opportunity to look back on these moments. From checking in to landing, we witness the different ways mothers care for their families. This Mother's Day, let's spotlight these “unseen” moments through the experiences that happen during their travel journey with SIA.
The miles mums go to for a smooth flight experience for everyone for something as simple as a 2-hour flight — is a distance no one talks about. Making sure their children did not just put a terrapin in the luggage. Getting a them to fasten the seatbelt in a car. Asking kids what they wanna eat. The invisible pre-flight work of a mother is an experience we relate to as an airline.
What began as a standalone Mother’s Day post evolved into a trendjackING PIECE, aligning with the highly anticipated release of Inside Out 2. By tapping into the film’s emotional themes, the content was seamlessly re-adapted to resonate with audiences. Now, it lives on Singapore Airlines’ TikTok page as their most viral post, proving the power of timely storytelling and cultural relevance in driving engagemenT.
CREATIVE IDEATION
VIDEOGRAPHY
VIDEO EDITING
SKILLS
CLIENT
SINGAPORE AIRLINES
CREDITS
CREATIVE DIRECTOR: LAUREN LIM
LEADS: DON LIM, JENG YI SEOW
COPY: JENG YI SEOW
ART: AZIM MALIK, ADRIAN LEE
SOCIAL MEDIA MANGER: JOLYN ENG
SOCIAL MEDIA INTERN: MICHELLE CHOO
MOTHER'S DAY
