The Uniform Lai See

Lai See red money packets are an integral part of Chinese New Year – the biggest holiday in China and Hong Kong.

During the season, approximately 320 million of these paper packets are given out. Nearly all of this paper is thrown away with only 2% recycled.

The Uniform Lai See is the first reusable lucky money packet created entirely from upcycled retired Cathay Pacific’s Flight Attendant iconic red uniforms that were destined for the landfill. And not one piece of paper.

All 8,000 Lai See were sold within 3 days with the procedures going to an upcycling charity in Hong Kong.

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

Uniform Lai See – Presentation Board

Case Study Film - 2 mins


Client: Cathay Pacific Airways

Agency: McCann Worldgroup HK

Executive Creative Director: Martin Lever

Creative Director: Rick Kwan, Guilherme Pecego

Associate Creative Director: Agnes Lee, Fanny Lau

Art Director: Ping-wai Wong, Daniel Cheong

Chinese Copywriter: Fanny Lau, Yvonne Cheung

Managing Partner: Brandon Cheung

Group Account Director: Julia Broughton

Account Manager: Julian Egli