Phuket, Thailand
Résumé
It started with an open brief. A 24-hour hackathon hosted by Changi Airport and the Singapore Tourism Board. I was part of the team from JWT.
We pitched an idea built on a simple truth. Singapore is one of the world’s busiest transit hubs, especially between Australia, Southeast Asia, and beyond. But most travellers in transit never step outside the terminal.
The Detourist was our answer. A simple travel tool for people on layovers, helping them experience a side of Singapore most tourists never see. Hidden eats. Quiet parks. Off-radar spots that don’t make the guidebooks but leave an impression.
It wasn’t just about making the most of a stopover. It was about rethinking what transit time could feel like. Not a wait. A detour. A story worth telling.
We left the hackathon with every prize, about 20,000 SGD in total, and something we were proud of; an idea with legs, built overnight, and built to last.
We began with a tribute piece aptly named Welcome Home. A fresh, emotional song was written and composed just for it. Because for millions, Changi Airport is more than a transit hub. It’s a familiar comfort. A place where journeys pause and emotions land. The air smells like memories. The arrivals hall feels like relief. Changi isn’t just where you go. It’s where you return.
After the tribute, we launched My Changi Story. A series that steps beyond terminals and into three people’s lives.
These aren’t just travel stories. They’re stories of belonging. Of finding pieces of yourself in a place most people rush through.
That’s the real Changi. Not just the world’s best airport, also the most loved.
Back in 2014, Singapore was facing a dengue outbreak. Wet season didn’t help, and neither did the standing water collecting in gutters, plant pots, and bird baths across the island.
The solution? Simple awareness. The problem? No one remembers after the rain.
So we created a campaign aptly named The Breeding Ground, and used a new hydrophobic technology to make the message appear with the rain.
Every time it poured, warnings surfaced on pavements in high-footfall areas, reminding people that mosquitoes breed in stagnant water.
Out of sight, out of mind? Not anymore.
Developed for Wrigley’s Doublemint in China, "Better Together" was an interactive social and retail campaign that encouraged connection through creativity. Unique pack designs allowed friends and couples to pair packs together, forming charming character illustrations when combined. Consumers engaged further by photographing their paired packs at meaningful locations and sharing them on Wrigley’s Instagram page. Origami creations made from gum wrappers added an extra layer of fun. A little chaotic? Maybe. But it resonated, and results were sweet... even if the case-study video got a bit lost in translation.
In 2017, we stumbled upon a neat little Spotify feature called Spotify Codes, essentially QR codes for playlists. Spotting an opportunity to blend tech, design, and pop culture, we created themed playlists accompanied by illustrated Spotify Codes tied directly to key cultural moments and current events throughout the year. From interactive street murals encouraging people to discover new tunes, to bold OOH executions that sparked spontaneous interaction, this campaign effortlessly bridged music, art, and community engagement.
And yes, we did it before McDonald’s.
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