The Altitude Brew

| 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

| Awards:
ADFEST – Bronze (Design Lotus) – 2018
Effie Asia Pacific – Bronze (Travel/Tourism) – 2018
Kam Fan – Grand Prix – 2017
Kam Fan – Grand (Design & Crafts) – 2017
Kam Fan – Gold (Design & Crafts) – 2017
New York Festivals – Shortlist (The Best Art Direction) – 2017
Spikes Asia – Shortlist (Brand Communication) – 2017

  • Role Creatives, Art director, Film Director
  • For Cathay Pacific
  • Date 2017

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: Ping-wai Wong, Daniel Cheong

Copywriter: Dan Jacques, Jules O’brien, Juvenia Poon, Yvonne Cheung

Film Director: Ping-wai Wong

Producer: Wing Tam

VO Talent: Martin Lever

Managing Partner: Brandon Cheung

Group Account Director: Julia Broughton

Account Manager: Julian Egli