BOARDING PASS by J. Walter Thompson Singapore for Silkair

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BOARDING PASS

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Industry Airlines
Media Design & Branding, Case study
Market Singapore
Agency J. Walter Thompson Singapore
Regional Executive Creative Director Tay Guan Hin
Creative Director Parixit Bhattacharya, Liyu Minzie
Art Director Karan Dang
Copywriter Elrid Carvalho, Karan Dang
Released October 2010

Awards

AD STARS 2012
Print Finance/Services Bronze

Credits & Description

Type of entry: Corporate or Brand Itendity
Category: Stationery
Advertiser: SILKAIR SINGAPORE
Product/Service: SILKAIR
Agency: JWT SINGAPORE, SINGAPORE
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Exective Creative Director: Valerie Cheng (JWT/XM Singapore)
Exective Creative Director: Juhi Kalia (JWT Singapore)
Chief Creative Officer: Jun Fukawa (JWT Singapore)
Art Director: Karan Dang (JWT Singapore)
Copywriter: Karan Dang (JWT Singapore)
Copywriter: Elrid Carvalho (JWT Singapore)
Creative Director: Parixit Bhattacharya (JWT Singapore)
Creative Director: Minzie Liyu (JWT Singapore)
Art Buyer: Neo Kiang Heng (JWT Singapore)
Account Executive: Joan Low (JWT Singapore)
Account Manager: Adela Andrei (JWT Singapore)
Creative services Director: Mercy Wong (JWT Singapore)
Brief Explanation:
Designing a name card that is unlike any other and yet keeps the brand values intact is always a challenge. We wanted to design name cards that were not just another piece of paper and something that a recipient would proudly keep.
Describe the brief from the client:
Our brief was to develop a business card for SilkAir employees, something that is an extension of them living the brand.
Description of how you arrived at the final design:
Wanting to keep things simple and yet make our name cards eye catching, we arrived at the idea of replicating a boarding pass - basic in the airline industry and yet never been done before. We also placed a QR code on the name card to make it further seem like an authentic boarding pass.
Indication of how successful the outcome was in the market:
Since flying SilkAir has become a prestige factor amongst travellers within Singapore, recipients of the name card were thrilled to be handed a SilkAir boarding pass. Also the QR code redirected the recipients to the new SilkAir website where they could experience SilkAir from their cellphones itself.