No Detail too Small
Showcasing Singapore Airline's attention to detail through a hyper-detailed paper model of the Airbus A380
With budget airlines dominating the conversation on social media with aggressive price wars, Singapore Airlines needed to shift the narrative and reinforce its position as a leader in luxury air travel. Instead of competing on price, the challenge was to showcase the airline’s superior craftsmanship in a way that would capture attention and engage its audience.
Singapore Airlines leveraged the artistry of Luca Iaconi-Stewart to create a fuctioning paper replica of the Airbus A380, meticulously crafted with over 3,000 hand-cut pieces and requiring 1,000 hours of labor. The entire process was documented in a video series, demonstrating the brand’s dedication to precision, luxury, and excellence. The campaign presented this intricate craftwork as a metaphor for the airline’s commitment to quality, bringing a fresh and unexpected perspective to the aviation industry.
Over 35 million views across YouTube and Facebook
Awards
D&AD: Wood Pencil for Film Advertising Crafts
Cannes: Lions Finalist for Design
AdFest: Bronze Lotus for Design
