Paper Plane Campaign

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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.