Award: CAMPAIGN AWARDS \ C09. Brand Development (Service)

As a budget airline whose regional routes are critical to business success, Jetstar Asia needed to convince Singaporean millennials that heading overseas for the weekend was as easy as ever.

Leveraging the spontaneity that millennials are known for, our idea combined their two greatest loves – food and travel – and put their spontaneity to the test.

We conducted the experiment at Penang Culture, offering diners just thirty seconds to decide if they wanted to have their meal in Singapore or jet off to Penang for the real thing instead. The catch? They had to go directly to the airport – no planning allowed!

The Food or Flight experiment was captured hidden camera style and viewed close to 1 million times on social media.