ABOUT BIRD PARADISE
As one of the greatest biodiversity brands in the world, Mandai Wildlife Group is known for curating world-class experiences that celebrate the harmony between humankind, wildlife, and nature. In 2023, Mandai was preparing to launch the new Bird Paradise - an open-air bird sanctuary that would be home to over 3,000 bird species.
OUR BIG AMBITION
Make Mandai’s Bird Paradise the most anticipated launch of 2023.
Turn it into a beloved national icon that Singaporeans would be proud of.
Drive widespread hype and excitement.
Set precedence for future Mandai parks to come.
THE CAMPAIGN
“Take off to Paradise”
We aimed to market the new Bird Paradise like a country to Singapore and the world. This allowed us to express the sheer scale of our new park with visual and messaging cues typically reserved for tourism and country placemaking.
We created an anthemic film that brought people from their mundane daily lives into the park, and created key visuals that captured just 3 of the stunning walkthrough aviaries within the park. We also developed a custom video for the moving walkway at Dhoby Ghaut MRT and an AR photo opportunity within the park that got visitors sharing virtual postcards from Paradise with their followers.
AWARDS
The Drum Awards Marketing APAC - Silver (Culture/Leisure)
Client: Mandai Wildlife Group
Creative Director: Nicholas Ye
Associate Creative Director: Viraj Chouhan
Art Directors: Kimberly Ang, Shuenzhi Chua
Motion: Veron Lim, Fahmi Zailani, Kit Khong
Producer: Insyirah Abdullah, Stephenie Lee
Director: Salihin Ramli
Production House: Abundant Singapore
Photographer: Lim Wei Xiang
Retouching: Wishing Well, Shooting Gallery Asia