Cathay Pacific reuses uniforms to create sustainable red envelopes for Chinese New Year

Cathay Pacific creates sustainable red envelopes from old uniforms

Cathay Pacific has found a use for its retired uniforms, turning them into ‘Well Travelled Lai See’, the red enveloped given out at Chinese New Year.

According to Cathay Pacific, 320 million Lai See packets are given out each year in Hong Kong alone and under 2% of them are reused. By both recycling the uniforms that were destined for landfill and creating well-designed reusable Lai See, Cathay Pacific hopes to encourage a more sustainable way of giving.

The Lai See will be sold but the airline brand will give any profits made to a local Hong Kong charity.

Created alongside McCann Worldgroup Hong Kong, the design of the red envelope was created by eco designer Angus Tsui. As an additional nod to doing good, they were then manufactured by Redress and St James Upcycling Centre, a charity focused on helping the disabled community of Hong Kong.

Prian Chan, assistant environmental manager, Cathay Pacific, said: “We’re excited to be collaborating again with McCann and Angus on our limited-edition Lai See packets for the Year of the Dog in 2018. They are beautifully designed and make the perfect gift for loved ones.”

Martin Lever, executive creative director, McCann Worldgroup Hong Kong, added: “In an increasingly disposable world, it’s lovely to work on a project that not only gives new meaning to a centuries-old tradition, but which also reduces waste in more ways than one. A very simple idea brought to life with layers of loving craft, and all designed for a good charitable cause. There’s no better way to create genuine brand love.”

The idea will be promoted across Cathay Pacific’s social media channels, including Facebook. The Lai See will be available to buy on the Cathay Pacific website.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs