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    For Singapore Airlines, we created a paper A380 model with fully functional, 1:20 scale, seats by the hands of Luca Iaconi-Stewart. This project … Read More
    For Singapore Airlines, we created a paper A380 model with fully functional, 1:20 scale, seats by the hands of Luca Iaconi-Stewart. This project took him 1000 hours, 100 manila folders to create 3000 individual pieces, using 50 X-Acto blades, and a full year of planning. The campaign received over 30+ million views across YouTube and Facebook, making it the most successful social campaign for Singapore Airlines to date. Read Less
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In a market where budget airlines are in a shouting match over low cost fares on social media, 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 it's airliners through the making of a highly detailed aircraft model made entirely out of paper.
 
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 over 3,000 hand-cut pieces and 1,000 hours of painstaking, meticulous craftwork.
 
The campaign received over 35+ million views across YouTube and Facebook, making it the most successful social campaign for Singapore Airlines to date.
In addition, we expanded conversation around the model by seeding supporting content that was progressively rolled out and tied together with the campaign hashtag #NoDetailTooSmall. Instagram featured a 12-square interactive mosaic, which allowed fans to explore the plane in greater depth.
 

 AWARDS 

D&AD
FILM PRODUCTION DESIGN PENCIL

CANNES LIONS
DESIGN FINALIST

SPIKES ASIA
SOCIAL VIDEO FINALIST

ADFEST
DESIGN LOTUS


THANK YOU FOR VIEWING 
Client: Singapore Airlines
Advertising Agency: Dentsu Möbius
Paper Model Talent: Luca Iaconi-Stewart
Creative Director: Mike Middleton
Senior Art Director: Matthew Crescenzo
Art Directors: Mustapha Zainal, Dominic Ho
Copywriter: Zee Yeo
Account Director: Jessica Beaton
Account managers: Xin Rong Ng, Noreen Tjindra
Director: Luca Iaconi-Stewart, Matthew Crescenzo
Editor: Matthew Crescenzo, Mustapha Zainal
 
 
© 2016 Matthew Crescenzo