Changi Airport: The Week Long Layover

Changi isn’t just a transit hub. It’s a vital connector between East and West that has redefined what an airport can be. But for ANZ travellers, Changi isn’t the fastest route to Europe, the Middle East, or the Americas. That forces a choice: speed, or stopping at Changi. Travellers dread spending time in airports, but when they see someone like themselves enjoying it, it suddenly feels aspirational. Our opportunity was to dramatise a Changi layover and reframe it as an extraordinary experience and a destination worth choosing. In a world-first stunt, we challenged TikTok star Maddy Macrae to live inside Changi Airport for an entire week. Maddy streamed live 3 times a day, broadcasting her experience to an audience of over 1.2 million in real time. A fan was even flown over to join Maddy for one day, while PR and earned drove mass reach across major ANZ and global publications.