18 September 2012, Singapore | When W Hotel opened their newest resort at Singapore Sentosa Cove, they were looking for a way to connect with young people through a cost effective solution that would highlight the W brand personality and values within design, fashion and music. We were inspired by the ‘W Insider’ – a young hard-core socialite type person based at the hotel to advise guests on what is hot and what is not on the city’s food, music and entertainment scene.
We selected six young people who were opinion leaders in nightlife, design and fashion and created a short candid video that revealed their favourite hang-outs, eateries and hidden gems in the city. Singapore Airlines screened the videos as part of their landing video series. They were also screened in the hotel and bedrooms. The opinion leaders shared the videos, thereby spreading the buzz to their peers.