Cathay Pacific Airways
Unexpectedly familiar.
Services
Strategy, Creative, Design, Production & Media
Result
Winner of 8+ awards for digital and print, with a campaign that bridged two cultures and made a trip across the world feel familiar.
My Role
Creative Director, Concept, Art Director
When Cathay Pacific set out to launch their new route from Boston to Hong Kong, they needed an authentic way to give travelers a reason to explore a destination halfway around the world.
The campaign ran on adventure and curiosity about traveling to Asia, plus a sense of familiarity between the two cultures that makes the trip feel less intimidating.
Unexpectedly Familiar case study film. A short look at how I bridged Boston and Hong Kong, pairing everyday objects from each culture into single, iconic compositions that made a trip halfway around the world feel within reach.
Winner of over 8 awards for digital and print media including Graphis Gold, Webby Silver and IAC Gold.
Final art developed across print, out-of-home and digital. Each execution paired two cultures in one frame, a teacup beside a coffee cup, a fork beside chopsticks, with select versions running in both Traditional Chinese and English to speak to the whole audience.
