No Detail too Small
Singapore Airlines showcased its luxury craftsmanship through a hyper-detailed paper model of the Airbus A380 by Luca Iaconi-Stewart
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 and quality in a way that would capture attention and engage audiences.
Singapore Airlines leveraged the artistry of Luca Iaconi-Stewart to create a 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 an engaging, high-quality 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
