| The insight:
Hong Kongers are some of the hardest workers in the world, commute in one of the busiest cities in the world, and live in some of the smallest homes in the world, travel has become an incredibly important part of Hong Kong culture. In order to maximise their trip, What can we do to help maximise Hong Kongers flight?

| The idea:
Cathay Pacific is the only way to arrive refreshed in Europe.
“Wake Up Fresh” demonstrated the benefit of flying with Cathay to Europe – departing Hong Kong at night, flying directly to Europe, and arriving in the morning refreshed. We turned our competitive differentiator into a consumer benefit, inspiring Hong Kongers to re-think their existing travelling behaviour.

| Awards:
Bronze (Travel/Tourism), Effie Greater China – 2018
Gold (Excellence in Event Marketing), Marketing Excellence – 2018
Silver (Excellence in Event Marketing), Marketing Excellence – 2018

  • Role Art Director
  • For Cathay Pacific
  • Date 2018
  • Type Activation / PR / Tactical

Case Study Film - 2 mins

The KV

Social Media Content

Digital h5 banner

On-ground Activation - The Boarding Gates at HK Causeway Bay


Client: Cathay Pacific Airways

Agency: McCann Worldgroup HK

Executive Creative Director: Martin Lever

Creative Director: Evelyn Chan, Jaffie Sin

Art Director: Ping-wai Wong, Daniel Cheong

Chinese Copywriter: Yvonne Cheung

English Copywriter: Jules O’brien

Account Director: Sincere Ng

Account Executive: Clara Lai