11: BRAND PURPOSE
(Brand Purpose)
Move Beyond Labels - Cathay Pacific
Airline Branding
Shortlist
Title of Entry:
|
Move Beyond Labels |
Brand:
|
Cathay Pacific |
Product/Service:
|
Airline Branding |
Client:
|
Cathay Pacific Airways |
Entrant Company:
|
Leo Burnett HK |
Creative Agency:
|
Leo Burnett HK |
Chief Creative Officer: |
Carol Lam |
Creative Director: |
Bobby Chiu |
Art Director: |
Jeanie Leung |
Copywriter: |
Shiyi Wang |
Sector: |
N/A |
Date of Release: |
2019-05-09 |
Notes: |
Equality, diversity and inclusion are global hot-button issues. Same sex marriage, LGBT and #MeToo movements are sparking conversations and reshaping attitudes at every level of society. In conservative Hong Kong, it can still be considered a touchy subject. For Cathay Pacific, diversity and inclusion are more than a trend or social issue. They are an intrinsic part of the brand’s core values. So much so, that when it came to the global rebrand, Cathay Pacific made a point of addressing them within the campaign. Initially, media companies and owners refused to run the billboard. Before the brand could appeal the decision, social media and newspapers championed the campaign – and Cathay Pacific – for this simple, bold, statement of inclusion and diversity. The swell of support forced companies to change their position and run the billboard. With one billboard, Cathay Pacific shifted perceptions, changed attitudes and sparked a prescient social conversation at home and around the world. |
Other Credits: |
Deputy Executive Creative Director - William Li |
Other Credits: |
Group Creative Director & Copywriter - Richard Tunbridge |
Other Credits: |
Associate Creative Director & Copywriter - Jessie Fung |
Other Credits: |
Senior Art Director - Ryan Chan |
Other Credits: |
Agency Producer - Anita Chan |
Other Credits: |
Managing Partner - Angie Wong |
Other Credits: |
Senior Brand Director - Lydia Wong |
Other Credits: |
Brand Manager - Leon Pat |