Gabey Goh
Dec 4, 2015

Singapore Airlines: When in the air, 'No detail is too small'

SINGAPORE - Singapore Airlines has made a significant impact with a new social-only brand campaign featuring paper model artist Luca Iaconi-Stewart, who has showcased the airlines’ suite of seating 'products' in painstaking detail.

Client: Singapore Airlines

Agency: Dentsu Mobius

Market: Global

Name of campaign: No detail is too small

Campaign scope: Content posted from 2 thorugh 8 December, with hero video featuring across social platforms and support content on Instagram.


Matthew Crescenzo, senior art director, Dentsu Mobius

After one year in the making, it’s a great feeling to see this project come to life and feel the love from Singapore Airlines fans.

Campaign Asia Pacific's comments: The concept is a simple yet powerful way to get the brand message across, with the choice of artist an inspired decision. In coverage on other media outlets, the video has been described as “mesmerizing” and it certainly is. We love it.

That it’s a global brand campaign running on social media for such an iconic company is also notable, and makes us wonder whether more such projects will be forthcoming from other brands in the coming months.


CEO: James Hawkins
Creative Director: Mike Middleton
Senior Art Director: Matthew Crescenzo
Art Director: Mustapha Zainal
Copywriter: Zee Yeo
Senior Account Director: Jessica Beaton
Senior Account Executives: Ng Xin Rong, Noreen Tjindra


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