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.

Paper-craft wizard, Luca Iaconi-Stewart creates 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.

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.