Singapore Airlines Ambient No Detail Is Too Small by Dentsu Mobius

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No Detail Is Too Small

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Industry Airlines
Media Ambient
Market Singapore
Agency Dentsu Mobius
Creative Director Mike Middleton
Art Director Mustapha Zainal, Dominic Ho
Copywriter Zee Yeo
Released January 2016

Awards

Asia Pacific Advertising Festival (AdFest) 2016
Design Lotus Self-Promotion Bronze

Credits & Description

Media: Ambient
Category: Travel, transport & tourism
Client: Singapore Airlines
Agency: Dentsu Mobius
Country: Singapore
Creative Director: mike middleton
Art Director: Mustapha Zainal
Art Director: Dominic Ho
Copywriter: Zee Yeo
Senior Art Director: Matthew Crescenzo
Chief Executive Officer: James Hawkins
Senior Account Director: Jessica Beaton
Senior Account Executives: Ng Xing Rong, Noreen Tjindra
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 craft the most remarkable paper plane ever with paper-craft wizard Luca Iaconi-Stewart. The result was a detailed model of the Singapore Airlines Airbus A380, fitted with functional 1:20 scale miniatures of the airline's luxury seats and suites. The film documented over 3000 hand-cut pieces and 1000 hours of meticulous craftwork. Proving the point – at Singapore Airlines, no detail is too small.
Singapore Airlines has launched their first native social brand video "No Detail is Too Small," produced by Dentsu Mobius, a project that took American designer Luca Iaconi-Stewart 1,000 hours, 100 manila folders to create 3,000 individual pieces, using 50 X-Acto blades and a full year of planning.