11: BRAND PURPOSE (Brand Purpose)

Move Beyond Labels - Airline Branding - Cathay Pacific JPG
Move Beyond Labels - Airline Branding - Cathay Pacific JPG
Move Beyond Labels - Airline Branding - Cathay Pacific MP4 2m:27s

Move Beyond Labels - Cathay Pacific
Airline Branding

Move Beyond Labels - Cathay Pacific - Airline Branding


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
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