PAPER PLANE: NO DETAIL TOO SMALL

Short List
TitlePAPER PLANE: NO DETAIL TOO SMALL
ClientSINGAPORE AIRLINES
Product / ServiceSINGAPORE AIRLINES
CategoryA03. Video / Moving Image
EntrantDM2 Singapore, SINGAPORE
Media DM2 Singapore, SINGAPORE
Idea Creation DM2 Singapore, SINGAPORE
Production DM2 Singapore, SINGAPORE

The Campaign

Singapore Airlines wanted to demonstrate their commitment towards luxury craftsmanship and meticulous attention to detail, distinguishing them as one of the world’s most prestigious airlines. The objective was to have optimal reach by generating a social conversation around the band pillar of “The Lengths We Go To.” The project scale was to implement their first multi-platform social campaign across Facebook, YouTube, and Instagram. The creative idea was to demonstrate Singapore Airlines meticulous craftsmanship and attention to detail by making the worlds most detailed paper aircraft model and airline seat classes. Miniature paper-craft wizard, Luca Iaconi-Stewart helped bring the 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 whole process documented over 3,000 hand-cut pieces and 1,000 hours of painstaking, meticulous craftwork.

Creative Execution

We implemented a multi-platform social campaign anchored by a 2-minute “hero” video, which showcased the crafting of the Singapore Airlines Airbus A380 as well as all five luxury seat classes. The campaign took over 6 months to produce and film the 5 seat classes. We placed the "hero" video on YouTube and Facebook, while supporting it with behind the scenes and extras on Instagram. Twitter and LinkedIn messaging was used to spread the word about the campaign for optimal reach. In total, the entire social campaign was released across these 5 social media channels, accessible to Singapore Airlines' global network.

Credits

Name Company Position
Matthew Crescenzo Dentsu DM2 Associate Creative Director
Mustapha Zainal Dentsu DM2 Art Director
Dominic Ho Dentsu DM2 Art Director
Zee Yeo Dentsu DM2 Copywriter
Jessica Beaton Dentsu DM2 Account Director
Ng Xin Rong Dentsu DM2 Account Manager
Noreen Tjindra Dentsu DM2 Account Manager
Luca Iaconi-Stewart Luca Iaconi-Stewart Set Designer
Mike Middleton Dentsu DM2 Creative Director
James Hawkins Dentsu DM2 Chief Executive Officer
Links
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