Qantas comes out of its shell with sky-high 3D stunt

Qantas has brought its whimsical flying turtle to life in the heart of Singapore, with the airline’s first 3D anamorphic billboard in the market. 

Created in collaboration with Heckler Singapore, the eye-catching installation is part of Qantas’ “Australia in the sky” campaign and marks a new creative chapter in its ongoing storytelling efforts across the region.

Originally introduced as part of the brand’s narrative push, the turtle now appears soaring through the clouds in a striking 3D illusion. In a statement, Heckler said it designed the visuals using Qantas aircraft windows as a framing device, creating both brand cohesion and the visual depth needed for the anamorphic effect.

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The project is Heckler’s first 3D billboard in Singapore and follows its previous work on Australia’s earliest forays into 3D out-of-home formats. 

“We really wanted Heckler to lean on their creativity to come up with the story for this spot. Creating a 3D illusion on a flat billboard is no easy feat, but the team at Heckler managed to exceed all our expectations on this project," said Belinda Allen, Asia general manager of marketing at Qantas. 

In tandem, Cody Amos, creative director at Heckler Singapore said, "As a turtle isn't regularly found in the sky, we could get creative with her flying style to add to the magic."

In conversations with MARKETING-INTERACTIVE, Amos said that the decision to pursue a 3D billboard stemmed from a blend of Heckler’s creative expertise, Qantas’ ambition to bring its vision to life on a larger stage, and a shared belief that Singapore could use more bold, eye-catching formats like 3D billboards.

"At Heckler, we love to be on the frontline of what's in vogue from a storytelling point of view. We have been involved in anamorphic billboards previously, but wanted to create our first for Singapore, a plan that Qantas was excited to be a part of," he added. 

Buoyed by the success of the campaign, Amos said Heckler is now eyeing similar 3D executions across the region.

"We can re-imagine this story for different scenes across the region, and Qantas flies to most of the major players in the Asian market, so there are many possibilities on the horizon. At Heckler, we are also in talks with several brands who want to tell their anamorphic story on a larger platform," he said.

Qantas now joins a growing list of brands tapping into 3D out-of-home to break through the visual clutter. In August last year, Singapore Grand Prix (Singapore GP) used the format to bring high-octane Formula 1 action to the CBD with a dynamic 3D billboard at One Raffles Place, aiming to drive ticket sales and amplify pre-race buzz.

Prior to that, KFC Singapore turned heads with a 3D campaign for its Extra Tasty Crispy (ETC) burger. Displayed across dual synchronised screens at Wilkie Edge and Ten Square, the ad featured the burger making a dramatic red-carpet entrance, spotlighting its crispy fillet, fresh pickles, and secret sauce in larger-than-life detail.

Qantas’ foray into 3D OOH comes on the heels of several brand refresh efforts, including the airline’s first uniform redesign in over a decade. The campaign also aligns with the broader momentum around its fleet renewal programme, customer experience upgrades, and the upcoming launch of “Project Sunrise” — aimed at delivering ultra long-haul flights.

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