Boeing: Boeing Flypaper [video]

Credits & Description:

Title: Boeing Flypaper
Agency: Fcb Chicago
Brand: Boeing
Country: USA
Advertising Agency: Fcb Chicago
Entrant Company: Fcb Chicago
Media Agency: Fcb Chicago
Pr Agency: Fcb Chicago
Production Company: Fcb Chicago
Additional Company: Fcb Chicago
Design Agency: Fcb Chicago
Design Director: Jarred Eberhardt (Fcb Chicago)
Director: Jenna Mccullen (Boeing)
Svp, Executive Creative Producer: John Bleeden (Fcb Chicago)
Svp, Director Of Print Production: Julie Regimand (Fcb Chicago)
Lead Design: Ramón Coronado (Public Library)
Svp, Group Managment Director: Scot Havrilla (Fcb Chicago)
Senior Manager: Dave Jenks (Boeing)
Creative Director: Gene Varnado (Fcb Chicago)
Creative Director: Gustavo Dorietto (Fcb Chicago)
Designer: Jackson Bernard (Fcb Chicago)
Lead Design: Marshall Rake (Public Library)
Vp Management Director: Kristi Rabska (Fcb Chicago)
Centennial Anniversary Communications: Marcellus Rolle (Boeing)
Associate Creative Director: Jeff Hampton (Fcb Chicago)
Svp, Executive Creative Director: Max Geraldo (Fcb Chicago)
Executive Creative Director: Susan Treacy (Fcb Chicago)
Executive Producer: Kim Nosalik (Fcb Chicago)
Associate Creative Director: Lauren Loehr (Fcb Chicago)
Chief Creative Officer: Todd Tilford (Fcb Chicago)
Producer: Matt Hines (Fcb Chicago)
Account Supervisor: Megan Omalley (Fcb Chicago)
Strategy:
Boeing believes when you combine art and science, you build something better. In this case, we set out to create a simple example of what Boeing engineers do on a daily basis: solve complex, novel problems using their technical know-how and ingenuity. Boeing Flypaper takes the form of paper airplanes, a tangible and approachable way to highlight creative problem solving in engineering. We aim to inspire the best and brightest young minds to pursue a career in aerospace engineering, particularly at Boeing. We explored different media opportunities to best allow kids, high schoolers and even college students to engage with Boeing Flypaper, to ultimately demonstrate that aerospace engineering is a creative endeavor.
Synopsis:
Boeing’s passion goes back 100 years when founder, Bill Boeing, stepped off his very first flight and declared, “I think we can build a better one.” Since 1916, that relentless passion to Build Something Better has continued to advance the boundaries of aerospace.Despite world-leading technological innovation, Boeing’s presence and longevity in the aerospace industry often causes it to be overlooked by leading talent as a traditional manufacturer. We needed to find a way to inspire and engage these talented young minds, and shift the perception of aerospace engineering from a conventional trade to an innovation-driven career with a world of possibilities.
Campaign Description:
Truly, aerospace engineering is an endeavor that combines both art and science. Since creativity isn’t a skill typically associated with engineering, we needed to find a tangible way to demonstrate its significance. As a result, Boeing Flypaper was born. In celebration of Boeing’s centennial year, Boeing engineers created new, aerodynamically effective paper airplane designs that were then turned into a series of colorful, foldable posters—technology you can hold in your hands. Beautiful on the wall. Beautiful in flight. Beautifully designed to rekindle the wonder of flight and engage young, potential engineers.
Outcome:
Boeing Flypaper is changing the perception of aerospace engineering. The visual nature of the posters gives tangible value to creativity in engineering using something all can recognize, and the digital world can’t duplicate—a paper airplane. The posters were displayed and sold in Boeing Stores around the U.S., reaching a larger audience than ever before.
Execution:
Once the paper airplanes were aerodynamically engineered, the designs were printed on 80# McCoy Silk (cover and text) using PMS colors printed over Chrome Ink. A spot varnish was added to enhance certain areas of the plane, and score lines were also added—not only for functionality of folding, but as an aesthetic element to the design. The creative, cutting-edge design and industry-leading printing techniques, which mirror those used in aerospace engineering, visibly show how creativity is an essential part of engineering.The posters were placed in the 16 Boeing Stores across the U.S., in addition to the Boeing Traveling Store that makes regularly scheduled visits at Boeing facilities. The in-store displays feature the designs both as posters and as folded paper airplanes to demonstrate what can be achieved when technical expertise and creativity come together.