Singapore Airlines The Magic Pen

  • EMOTION INTO ACTION SCORE 83.01
  • YEAR 2017
  • Parent company Singapore Airlines Limited
  • AGENCY TBWA Singapore
  • CATEGORYServices
  • SUB-CATEGORY Travel
  • REGION Asia Pacific
  • COUNTRY Singapore
  • MEDIUM Digital

Our Opinion

A child finds a magic pen – whatever he draws comes true. So he draws what he wants to happen most – his business traveller Dad to come back home. Airline brands often make appearances in the FeelMore50 as the things they sell – from glamorous destinations to happy reunions – are so naturally emotional. But this elegant piece of storytelling stands out for placing human emotion (the character of the boy and his parents) at the centre and keeping its story arc simple when it could easily have indulged in special effects.