| The idea:
When we fly, cabin pressure and altitude can dull our palate by up to 30% – often ruining our taste of food and drink.
This presented an opportunity for Cathay Pacific, who needed an innovative way to change negative perception about their customer service.
We created the world’s first beer scientifically crafted for 35,000FT.
We called it “Betsy” after our very first aircraft, and fused aviation science with a reinvented brewing process to combat the effects flying has on our sense of taste
Kam Fan – Grand Prix – 2017
Kam Fan – (Grand Design & Crafts) – 2017
Kam Fan – Gold (Design & Crafts) – 2017
Effie Asia Pacific – Bronze (Travel/Tourism) – 2018
New York Festivals – Shortlist (The Best Art Direction) – 2017
Spikes Asia – Shortlist (Brand Communication) – 2017
Creatives, Art director, Film Director
EXPERIENTIAL / ACTIVATION / PRODUCT DESIGN / PR
The Altitude Brew - Presentation Board
Case Study Film - 2 mins
The brewing process
The packaging design
The Marketing Film - 3mins
Client: Cathay Pacific Airways
Agency: McCann Worldgroup HK
Executive Creative Director: Martin Lever
Creative Director: Guilherme Pecego
Art Director: Wai Wong, Daniel Cheong
Copywriter: Dan Jacques, Jules O’brien, Juvenia Poon, Yvonne Cheung