Qatar Airways Singapore and SPH CreativeLAB take newspaper creativity to new heights with the art of paper engineering and 3-D aircraft origami

The power of newspaper advertising goes as far an an idea takes it to. And here’s where Qatar Airways Singapore is breaking boundaries.

The world’s best airline took newspaper creativity to new heights with the first-ever 3-D aircraft origami – bringing the interactive fun of paper-folding to readers of The Sunday Times. Titled The Qatar Airways Great Origami Adventure, the centerspread advertisement was created as a piece of water colour artwork incorporating the cut-out lines of a 3-dimensional Qatar Airways A350 plane. Readers were invited to fold the 3-D origami plane, place it against any item that represents the destination they wish to travel to, snap a photo and email in for a chance to win free air tickets to their destination of choice.

As the World’s Best Airline, Qatar Airways is constantly looking to engage customers in innovative, meaningful and rewarding ways. They were the first airline to fly A350 planes to all destinations departing from Singapore, a year ahead of others, and they are also the first and exclusive airline partner of Kidzania Singapore. The origami adventure idea created by SPH CreativeLAB provided an innovative platform that added mileage to their newspaper advertisement by making it interactive and enabling their brand to engage readers in a fun way.