Cannes Lions

SINGAPORE AIRLINES

CCG.XM, Singapore / SINGAPORE AIRLINES / 2001

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Background Our Client - Singapore Airlines (SIA) requested for a screensaver with a calendar function. The 2001 version of SIA's screensaver is an added feature for their website. Any visitor to their website is ablt to download the SIA screensaver. The theme is "In Harmony with Nature" which ties in with their existing desktop calendar. Elements Images: Scenes of "Singapore Girls" amidst backgrounds ranging from rugged arid deserts to lush tropical rainforests. Pictures of wildlife and leaves. Functions: Screensaver with 12 changing scenes Calendar Holiday reminders and a link to Singapore Airlines' website. Creative Rationale: The images featured in the screensaver evoke a feeling of being "in harmony with nature" as the title suggests. Other than the breathtaking scenes and well-taken shots of unique animal species, the clever use of leaves also enhances the look and feel of each screen. The backgrounds of each scene are elements found in nature and the colors used - earthy and natural, serve to complement the screens. Functionality: It also functions as a calendar - it reminds users when holidays are around the corner with a simple message such as "Christmas is 15 days away". Users can select a country (each country has its own unique holidays). They can also choose to turn off the holiday reminders. The screensaver also has a link to Singapore Airlines' website, just in case they need to make travel plans.

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