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.
When Cathay Pacific approached us 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.
We created a campaign built on adventure and curiosity about traveling to Asia, and 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 we 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.
