This campaign embodies Jewel’s retail pride and demonstrates how it embodies the Singapore Spirit – diversity (in offerings), relevance (to the world) and aspiration (to go beyond the definition of being ‘part of an airport’).

Using Jewel’s iconic architecture as a canvas, the campaign comprises a two-pronged approach consisting of a 60-sec film and three print ads. The film was recently launched on free-to-air TV and presents a kaleidoscopic loop of shopping and dining experiences awaiting to be found. The story is told from the lens of a child’s kaleidoscope and viewers are taken on a journey of discovery unveiling the many facets of Jewel as a retail destination, and the endless possibilities that await customers. The set of three print ads were created using a mix of photography and 3D design, to further illustrate the multi-faceted shopping and dining experiences in Jewel.