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No Detail Too Small

Singapore airlines

The Challenge

Cut for time

In a market where budget airlines are in a social media shouting match over low cost fares, Singapore Airlines wanted to cut through this conversation with luxury craftsmanship. The idea was to demonstrate the meticulous craftsmanship and attention to detail Singapore Airlines brings to its airliners through the making of a highly detailed aircraft model made entirely out of paper. 

The Strategy

In the details

Paper-craft wizard, Luca Iaconi-Stewart, helped bring this idea to life. The result turned out to be an amazingly detailed model of the Singapore Airlines Airbus A380, fitted with functional miniatures of the airline’s award-winning cabin seats and suites. The documented process covered more than 3,000 hand-cut pieces and 1,000 hours of painstaking, meticulous craftwork. 

The Results

Flying to new heights

The campaign received more than 40 million views across YouTube and Facebook, making it the most successful social campaign for Singapore Airlines to date. 

  • 40M views on YouTube
  • 75x news features
  • 33K Instagram reactions